In today’s world, having a brand isn’t enough. You need a brand story. But what is a brand story, exactly? How do you craft one? Keep reading to discover the answers to all these questions, and more.
What Is a Brand Story?
Simply put, a brand story is the journey of your company from inception to today.
While this may sound simple, brand stories —and stories in general— are powerful tools.
For example, did you know that studies show that when we listen to a story our brain waves synchronize with those of the storyteller?
This is a testament to the power of narrative arcs. A brand story allows you to use the natural pull of stories to develop a special relationship with your audience.
Brand stories matter because while isolated facts may be impressive, they often fail to capture our imagination.
A Brand Story in Action
Take Uber, for example. Like it or not, this company has changed the world in many tangible ways.
You would think that Uber’s achievements speak for themselves. And yet, the company has crafted a brand story that is integral to their success.
Legend has it that Uber was born when two friends and tech entrepreneurs, Travis Kalanick and Garrett Camp, were unable to get a cab in Paris in 2008. Frustrated, they asked themselves: How cool would it be if you could request a ride from your phone? The rest is mobility history.
Whether the story is totally truthful or not, doesn’t matter. What matters is that this narrative provides some important emotional anchors:
- Dissatisfaction with a clumsy system.
- Desire to innovate and make things easier.
- Awe at the possibilities of technology.
These are the emotions that have powered Uber’s journey from niche app to global powerhouse.
When users realize that they share many of these feelings, they create an emotional connection with the company. They identify with it and before they know it, they feel invested in its success.
More Tips to Propel Your Business Forward
Read these previous posts for more tips that cover every aspect of the management of your organization, from communication to online security.
- The importance of Critical Thinking in the Workplace
- How To Make Team Meetings More Engaging
- What Is Analysis Paralysis (and How To Beat It)
- This Holiday Season, Beware of Package Delivery Scams
About The Pomona Chamber of Commerce
At the Pomona Chamber of Commerce, our mission is to keep you up to date with the most relevant developments in business management and administration so you and your company can take advantage of new opportunities