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FEBRUARY 2016 •
PPB
• 57
YOU’VE GOT YOUR NAME ON business cards, a sign above your store
and even a logo—but is this the extent of your brand? Brittany Warnock with
Bluehost explains why having a brand story is crucial to creating customer loy-
alty, and shares some tips for how you can make your brand story sing.
A brand story, says Warnock, establishes a connection between you and your
customer, and helps you craft a sense of uniqueness and scarcity about your
products and services. Promotion and advertising that incorporate the brand
story can evoke an emotional response and thus have greater impact.
To craft your brand story, follow these tips for optimal success:
TELL YOUR TALE
BRANDABLE
SHOW, DON’T TELL.
If you want to be known for going the distance for a customer, talk about a
time when you did so, and what the outcome was for the customer.
FOLLOW A TRADITIONAL STORY ARC.
Introduce your brand, then share stories of
challenges or obstacles, and end with the resolution.
ENGAGE EMOTIONS.
Aim to evoke emotion with your story by appealing to customers’
desires, sense of nostalgia, or hopes for future success. Talk about why you exist, what
your mission is as a company, who your key players are, and how you hope to grow
as a brand.
PROVIDE A CALL TO ACTION.
Elements of your story encourage engagement,
so include a call to action for customers to follow and receive the ultimate bene-
fits of working with your brand.
BE CONSISTENT ACROSS PLATFORMS.
Your story should look and feel identical, whether it’s told
in print, on the web or via mobile.