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What is a Brand Story- Why do I need it

Lesson 16 from: Brand Strategy and Design for Small Businesses

Haylee Powers

What is a Brand Story- Why do I need it

Lesson 16 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

16. What is a Brand Story- Why do I need it

Lesson Info

What is a Brand Story- Why do I need it

brand strategy essentials. What is a brand story in this lesson. We will talk about what a brand story is and why you need it for a compelling and powerful brand. After you have your USP finalized, you have your target audience research done, you have accomplished more than 90% of the businesses out there. Congratulations. I am amazed by the amount of people I meet that do not have a unique selling proposition. You guys are doing so great considering you have that unique selling proposition, you are truly set for success. Now will begin to talk about the brand story and how that ties into the unique selling proposition. The king died and then the queen died as a plot. The king died and then the queen died of grief is a story. A brand is an emotional narrative that opens up an opportunity for your customers to resonate with you brand story is more than what you tell your audience. The story is made complete when your brand elements, tone, color palette in store experience and employees ...

operate in such a way that conveys the story. Have a compelling brand story that makes your audience care without a compelling brand story. You are just another company asking for someone's money in a million miles in years. Donald Miller wrote, if you had watched a movie about a guy who wanted a Volvo and worked for years to get it. You wouldn't cry at the end when he drove off the lot testing the windshield wipers, you wouldn't tell your friends, you have seen a beautiful movie or go home and put a record on to think about the story, you've seen the truth is you wouldn't remember that movie a week later except you feel robbed and want your money back. Nobody cries at the end of a movie about a guy who wants a Volvo, a compelling brand story allows your brand to stand for something bigger. A brand story brings meaning clarity and success for your business. In branding. We work to create a perception and an emotional connection with our clients and customers. It turns out that brand story is a huge piece of this puzzle. So how do you want your customers to feel when they interact with you? Do you want them to feel luxurious or maybe like they're creating a change in the world. Maybe you want your customers to feel empowered as we go through the brand story section. Think about how your brand story can reflect the feelings you want your customers to get when they interact with your brand. A compelling brand story is so important. Sometimes people buy your brand story and that is the differentiation they're looking for. Story is so powerful because it ties into what humans have been wired for centuries across all different cultures. Humans create stories to give our lives meaning. And we've been telling stories even before we had the invention of writing them down, we are storytellers at our core and we resonate with powerful and meaningful narratives. A brand story will allow you to create an ongoing narrative for your customer. Some people believe that story is what kept their ancestors alive. The premise here is that our brains are wired to remember narrative over facts. So instead of using just facts, story uses both facts and emotion for making a larger impact. For example, a factor b there is an animal near that tree. So don't go over there and a story would be my cousin was eaten by a malicious scary creature that lurks around that tree. So don't go over there, which example makes you want to stay away from the tree. For me, I definitely feel more emotion around the scary creature that looks around the tree that ate my friend's cousin. A brand story is vastly important in connecting customers to your brand. Brand storytelling is not a long essay that features all of the boring facts about your business. Your brand story includes the reason why your company came to be your motivation for waking up in the morning and creating this product or service your values and differentiation as a brand. You can also check out this course about writing powerful stories, stories that sell seven secrets to create killer content. This is a great course if you want to dig more into writing and conveying your story to your audience

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design