A brand story is often misunderstood to be a general history of a brand. And while history definitely plays a role in your brand story, it’s actually much more than that.
What is a Brand Story?
It’s a compilation of what you tell people and what people believe about your brand. The impression your brand leaves on people isn’t only comprised of the things you tell them. It’s a collection of everything your brand communicates from facts to feelings and everything in between.
What Influences a Brand Story?
Everything you do in your business from the colors and texture of your packaging to the types of employees you hire is a part of your brand story. So it’s important to ensure that every element of your branding and business reflects the truth about your business.
Understanding what influences a brand story will help to ensure that you keep your branding aligned with the brand’s guiding principles.
The overall brand narrative is influenced by:
- In-store experience
- What people say about the business
Why is it Important?
Your brand story is what sets your business apart from all the others offering the same things. It evokes an emotional response from your customers and/or clients and gives them a reason to choose your business over another.
Apart from influencing your customers, your brand story can also act as a guiding principle for your business. Incorporating your business’s mission, vision, and core values allows for your story to lead your business as well as set the tone for your story.
By infusing your story with the truth and authenticity that reflects your core values, you’re able to clearly communicate what drives your business and build emotional engagement.
You can catch up on our branding series here to better understand the other branding elements that factor into your story!