{"id":3714,"date":"2018-11-15T10:20:00","date_gmt":"2018-11-15T02:20:00","guid":{"rendered":"https:\/\/www.brand360.com.my\/?p=3714"},"modified":"2021-03-17T14:56:23","modified_gmt":"2021-03-17T06:56:23","slug":"brand-story-earns-trust-win-customers","status":"publish","type":"post","link":"https:\/\/www.brand360.com.my\/chinese\/brand-story\/brand-story-earns-trust-win-customers\/","title":{"rendered":"How a Compelling Brand Story Earns Trust & Win Customers"},"content":{"rendered":"

How To Tell A Compelling Brand Story To Earn Trust & Win Customers <\/h1>\n
\n\n

What is Brand Storytelling All About?<\/u><\/b><\/h2>\n

\"Brand<\/p>\n

Stories captivate us. \ud83d\ude32<\/p>\n

They teach us about life, inspire imagination and ignite emotions within our hearts. \ud83e\udd1d<\/p>\n

Stories are also powerful enough to do the same for businesses. \ud83d\udcca \ud83d\udcc8<\/p>\n

It\u2019s no wonder so many companies today want to learn how to tell a compelling brand story. <\/p>\n

When a business tells a story compellingly, they\u2019re able to capture their brand\u2019s personality and relate with their audience better. <\/p>\n

This actually isn\u2019t a new thing. <\/p>\n

Thanks to the internet and social media, brand storytelling has seen a resurgence. <\/p>\n

This is good news for businesses as brand stories can increase a brand\u2019s perceived value by 64%<\/a> \ud83e\udd13 which doesn\u2019t come as a surprise – Everyone loves a good story! <\/p>\n

Just look at the cinemas, people are willing to pay and sit for 2 hours (if the movie is good). \ud83c\udf7f<\/p>\n

Speaking of movies, did you know they are often better received than documentaries? Think of sci-fi movies like Interstellar and Dr. Who.<\/p>\n

These movies pique people\u2019s interest in space-time travel more than any Discovery Channel show. \ud83c\udf0e<\/p>\n

Plus, they also bring a human aspect to the story more than documentaries. <\/p>\n

The movie directors do this by cleverly making us fall in love with their characters and personalities. \ud83c\udfad<\/p>\n

In short:<\/strong> Stories are powerful enough to touch us on a personal level (a human level). That\u2019s what makes them such a great branding tool.<\/p>\n

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The Benefits of Brand Storytelling & How It Helps You Win Customers<\/u><\/b><\/h2>\n

<\/p>\n

It\u2019s easy to dismiss brand stories as a \u2018nice-to-have\u2019. <\/p>\n

But honestly, there\u2019s really more to it than you think. \ud83d\udc8e<\/p>\n

Whether your customers are B2B or B2C, they are, first and foremost, people. And people have feelings. When you empathise with your audience\u2019s struggles, you\u2019re acknowledging their feelings. <\/p>\n

As such, when your customer begins to feel understood, this marks the beginning of a relationship between them and your brand. \ud83e\udd1d<\/p>\n

This could lead to further things such as your customer interacting more with your brand or maybe even deciding to purchase your product.<\/p>\n

So, what better way to tap into your audience\u2019s emotions than through brand storytelling? \ud83d\ude42<\/p>\n

It\u2019s the ultimate weapon every company should use to bring in more business – and having empathy in your stories can do that for your brand!<\/p>\n

But empathy is only part of the puzzle. \ud83e\udde9 Telling a genuine story is the other half of it.<\/p>\n

When you tell a genuine brand story, there\u2019s a good chance you will get your customers to trust you more. \ud83d\udc4d<\/p>\n

So, you shouldn\u2019t make any false promises to your customers. <\/p>\n

If you tell your customers your cotton shirt is made from Supima cotton<\/a>, it cannot be any other kind of cotton when your customers receive it. \ud83d\ude45\u200d\u2640\ufe0f<\/p>\n

If you promise them your cleaning products<\/a> are toxic-free and safe for children, it has to ring true and doesn\u2019t leave skin blisters.<\/p>\n

Once your audience believes your story is genuine, their trust in your brand will grow.<\/p>\n

They\u2019ll feel you are reliable, trustworthy and you mean what you say. It almost feels like getting a special treatment from someone. \ud83d\udc4d<\/p>\n

Aside from that, compelling brand stories can increase brand awareness even for products as small as a razor blade! \ud83e\ude92<\/p>\n

Back in 2016, the world was abuzz with Dollar Shave Club<\/a>.<\/p>\n

Picture credit: Dollar Shave Club<\/a><\/p><\/div>\n

This indie brand made headlines when Unilever acquired it for USD 1 billion. \ud83d\udcb5<\/p>\n

No other men\u2019s hygiene brand had garnered more attention than them by just selling razor blades using the subscription model. <\/p>\n

Dollar Shave Club\u2019s brand story was to disrupt the status quo of big razor blade brands like Gillette and Schick.
\nThese brands used the razor and cartridge model and it makes their shaving products expensive. \ud83d\ude12<\/p>\n

But Dollar Shave Club believed that shaving shouldn\u2019t be expensive. So, they sold theirs for only USD 1 per month! \ud83d\ude31<\/p>\n

Pairing their brand story with intensive social media marketing and viral video content, they generated a whooping USD 153.5 million<\/a> in revenue by the end of 2015!<\/p>\n

GoPro<\/a> is another great example. Their brand story has helped them generate so many crazy amounts of leads. <\/p>\n

Their story is all about capturing life from a fresh perspective. \ud83d\uddbc\ufe0f<\/p>\n

Whether it\u2019s extreme sports or jumping off a cliff, GoPro makes it their cause to enable their customers to immortalise some of their life\u2019s most exciting moments. \ud83d\ude4c<\/p>\n

Picture credit: GoPro Facebook Page<\/a><\/p><\/div>\n

Another good brand storyteller is Nike.<\/p>\n

Nevermind those cool commercials of Michael Jordan slam-dunking in his Air Jordans<\/a>. \ud83c\udfc0 \ud83d\udc5f Those advertisements sell products.
\nNike convinces their audience they are the brand of choice against Adidas and Puma by telling a story.<\/p>\n

Their story is about pushing boundaries, whether it\u2019s a fight against self-doubt and insecurities or pushing the limits of human capabilities. \u270a<\/p>\n

It is embedded in their commercials<\/a>, posters, website, key opinion leaders, to their iconic tagline; \u2018Just Do It\u2019. And it resonates well with their audience. <\/p>\n

Nike doesn\u2019t just push product features and benefits. They aim to connect with people more often than not. \ud83e\udd1d<\/p>\n

When Nike chose controversial athlete Colin Kaepernick to endorse one of their campaigns, the brand received some severe backlash and boycotts. <\/p>\n

But their real core audience loved the campaign<\/a> and approved of Nike\u2019s move. \u2714 \ud83d\udcaf <\/p>\n

Nike dared to take the risk because they understand their target audience and it fits their brand story; to push boundaries, do what you love, and dream crazy. <\/p>\n

\"Nike

Picture credit: wweek.com<\/a><\/p><\/div>\n

One of Nike\u2019s pride and joy, Serena Williams was also included in their Dream Crazy Campaign. <\/p>\n

In this poster, Nike tells the story of a young Serena who hails from Compton, California. Her dream was to be the greatest tennis player of all time. \ud83c\udfbe<\/p>\n

What is Nike trying to do here? They\u2019re trying to tell you that if Serena can do it, you can too. <\/p>\n

So, that\u2019s how GoPro\u2019s, Dollar Shave Club\u2019s and Nike\u2019s brand story appeals to their target audience who both agree and believe in what these three brands are doing. \ud83d\udcaf<\/p>\n

Each of these brands have a story that speaks to the interests and needs of their audience as they weave a narrative that possesses an interesting and relatable personality. \ud83d\udc4d<\/p>\n

We can tell you that if you aspire to be a premium brand, you need a good brand story. In truth, all brands should have a story. It\u2019s a way to stand out in a marketing world filled with noise and competition. \ud83c\udfc1<\/p>\n

It is getting harder for people to recognise a brand and even more complex to gain their interest and stay genuine. <\/p>\n

A brand story can help you get their attention and gain their trust. \ud83d\udcaa<\/p>\n

So, the question remains – are you ready to take your brand to the next level?<\/p>\n

If so, click here to talk to an expert<\/a> about creating a brand story of your own. Your competitors have already started and grabbed your customer\u2019s attention. <\/p>\n

Will it be your brand story that wins customers next? <\/p>\n

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How To Tell A Compelling Brand Story?<\/u><\/b><\/h2>\n

<\/p>\n

If you\u2019ve read this far, you\u2019re probably dead serious on learning how to create your own brand story. <\/p>\n

We\u2019ll get to that in a bit. If this is your first time, we just want to reassure you that it\u2019s okay to find this a bit daunting. \ud83d\ude42<\/p>\n

That\u2019s why we\u2019ll walk you through this one step at a time, so that you can craft a mindblowing story for your brand. Let\u2019s begin!<\/p>\n

Step 1: Identify something you can turn into a story<\/strong><\/div>\n

This step is all about brainstorming which means you don\u2019t have to worry if you come up with good or bad ideas. \ud83d\udca1<\/p>\n

You can always filter the good from the bad ones later. <\/p>\n

Right now, all you need is a story angle. So write down literally anything that comes to mind. \u270d\ufe0f<\/p>\n

You can start with something easy like asking yourself what aspect of your brand do you want to turn into a story. \ud83e\udd14 \ud83d\udcad<\/p>\n

Here are some helpful questions to consider when thinking of a story angle:<\/p>\n

    \n
  • What is your company\u2019s mission?<\/li>\n
  • What motivated you to start your business?<\/li>\n
  • What is your vision for your company?<\/li>\n
  • How does your product help improve your customer\u2019s lives?<\/li>\n
  • What positive reviews have your customers said about your products?<\/li>\n<\/ul>\n

    Don\u2019t give up if you feel stuck. Go easy, and take simple steps.<\/p>\n

    Step 2: Identify the protagonist of your story<\/strong><\/div>\n

    Now, this step is a little tricky. <\/p>\n

    It\u2019s tricky because many companies try to place their brand as the protagonist of their brand story. <\/p>\n

    If brands genuinely want to learn how to tell a compelling brand story, they should be shining the limelight on their audience as the main character. \ud83c\udfad<\/p>\n

    It actually makes sense if you think about it. When watching a movie, many people enjoy imagining themselves as the protagonist of the story.<\/p>\n

    It\u2019s quite rare for someone to imagine themselves as the supporting character or villain of the movie. \ud83d\ude08 <\/p>\n

    We all want to be the star of the show – and so does your target audience. \ud83c\udfaf<\/p>\n

    So, let\u2019s give them that! <\/p>\n

    \u201cPeople will take action when they feel a unique connection with a person.\u201d \ud83e\udd1d<\/p>\n

    Step 3: Identify the enabler of your story<\/strong><\/div>\n

    Right now, you\u2019re probably wondering where your brand fits into the story. <\/p>\n

    We\u2019ll get to that in this step.<\/p>\n

    After identifying the protagonist, you need to identify the enabler of the story – the one who helps the protagonist progress\/advance in the story. \ud83c\udfc3\u200d\u2642\ufe0f<\/p>\n

    This is where your brand comes in. Your brand is the enabler who enables the protagonist (your audience) to overcome challenges and accomplish his mission.<\/p>\n

    Your brand is the Sam to Mr. Frodo. The Hermione Granger to Harry Potter. The Genie to Aladdin. \ud83e\uddde<\/p>\n

    In the movies, Frodo would have died without Sam. \ud83d\ude35 Harry Potter would have been killed without Hermione. Aladdin wouldn\u2019t have become a prince without Genie. <\/p>\n

    So, your role in the story is to enable the protagonist to progress in his journey. Without you, he will have a hard time.<\/p>\n

    Step 4: Give your protagonist a goal or desire<\/strong><\/div>\n

    So, you\u2019ve already made your audience the protagonist and you\u2019re the enabler. What\u2019s next?<\/p>\n

    Every protagonist needs a goal or ambition they want to achieve. \ud83e\udd45 So, let\u2019s create one. <\/p>\n

    Here are some questions to consider when thinking of a goal\/ambition for your protagonist: <\/p>\n

      \n
    • What are your audience\u2019s passion, dreams and desires?<\/li>\n
    • Why do they want to achieve that dream or desire so badly?<\/li>\n
    • What would their life look like if they achieved their dreams?<\/li>\n<\/ul>\n

      After coming up with answers to these questions, your job is to weave these answers into your brand story. <\/p>\n

      Remember to prioritise your audience at the center of your story when you do this step.<\/p>\n

      The more you try to market your brand, the more you\u2019ll subconsciously make the story all about yourself.<\/p>\n

      Step 5: Identify the problems your customers face<\/strong><\/div>\n

      Have you seen The Lord of the Rings? Amazing movie, right?<\/p>\n

      What made it such a great movie? Adversity, challenges and drama.<\/p>\n

      The adversity faced by the characters in The Lord of the Rings was Sauron \ud83c\udf0b, the all-consuming evil, hellbent on destroying Middle-Earth. \ud83c\udf0e<\/p>\n

      Now, imagine if Sauron were no longer in the movie. Do you think it would still be as good a movie? <\/p>\n

      Well, we would surely still see Frodo, Sam and the hobbits. But we won\u2019t see them going up against Sauron. <\/p>\n

      We\u2019ll probably just see them leading their normal hobbit lives, doing gardening in The Shire, living happily in their cozy hobbit homes. \ud83d\udecc \ud83d\udca4<\/p>\n

      There\u2019s nothing challenging in this story – Sauron needs to be in the picture! <\/p>\n

      So, in this step, you need to make your story interesting by creating a source of conflict. You do that by touching on your audience\u2019s pain points. <\/p>\n

      Put yourself in their shoes and ask yourself: \u201cWhat problems do they face in their everyday life?\u201d \ud83e\udd14<\/p>\n

      Make a list of all their problems on a paper, and explain how your products or services can help them. \u270d\ufe0f<\/p>\n

      Remember, you\u2019re the enabler, so address how your brand can help resolve your audience\u2019s issues in the story. <\/p>\n

      Step 6: Continuously refine your story plot<\/strong><\/div>\n

      Did you know when your customers buy your product, they\u2019re also buying part of your brand story? <\/p>\n

      For this reason, it\u2019s important to refine your story, as you are directly placing your story into the product itself. <\/p>\n

      When your audience is inspired by your story, it sparks emotions within them. From there, you\u2019ll have a higher chance to get them to buy from you. \ud83d\udc4d<\/p>\n

      Here\u2019s a simple way to put it: People buy with their emotions, and supplement their reasons for buying with logic afterwards. \ud83e\udde0<\/p>\n

      As such you need to carefully iron out any inconsistencies in your story, or any parts that don\u2019t make sense until it becomes a compelling story. <\/p>\n

      If you\u2019re still wondering how to tell a compelling brand story, feel free to hit us up on Facebook here or send us a message to ask for some further reading materials. <\/p>\n

      We would be more than happy to help out!<\/p>\n

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      7 Types of Brand Storytelling Plots<\/u><\/b><\/h2>\n

      <\/p>\n

      Now that you\u2019ve learned the basics of how to tell a compelling brand story, we\u2019ll introduce you to a few common storytelling plots to give your story some depth. <\/p>\n

      Plots are highly essential in brand storytelling. <\/p>\n

      They help to shape your brand voice \ud83c\udfa4 and prevent you from telling a convoluted story.<\/p>\n

      You can use these 7 common storytelling plots below to learn how to tell a compelling brand story.
      \nOnce you\u2019re done that, you\u2019re already halfway there. The rest is just practise. \ud83d\udc4d <\/p>\n

      \n\n

      Plot 1: Overcoming The Monster<\/u><\/h4>\n

      This is a classic David vs Goliath story. \u2694\ufe0f Movies such as Star Wars, Rocky and James Bond are heavily based on this plot. <\/p>\n

      It is an underdog\u2019s story where the protagonist is confronted by an evil larger than himself. \ud83d\ude08<\/p>\n

      To defeat this evil, the protagonist requires great strength and courage to destroy the monster. <\/p>\n

      If you choose to use this plot, you\u2019ll need to make your protagonist\u2019s journey seem difficult, fraught with danger and even the possibility of the protagonist\u2019s defeat. \ud83d\ude35<\/p>\n

      But at the end of the plot, the monster will be defeated and your protagonist becomes well-respected and glorified. \ud83d\udcaa<\/p>\n

      Brands who are comfortable sharing their failures can also use this plot to make themselves seem more relatable in the eyes of their audience. <\/p>\n

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      Brand Story Case Study: \u2018Overcoming the Monster\u2019<\/h3>\n
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      \n