To your audience, your brand story is both tangible and intangible, formed by the sum total of their interactions with your brand. It’s in everything they see, read, hear, touch, and experience when they encounter your brand. It’s your website, the way you banter with them on social media, and the way your customer service reps answer the phone. Your brand story is a powerful entity that functions as a conduit between you and your audience.
Here are the essential components of a cohesive brand story.
WHO YOU ARE
How your company came to exist, as well as your vision, mission, values, and culture.
WHAT YOU DO
The product or service you provide.
WHO YOU DO IT FOR
The people you want to help.
WHY YOU DO IT
Your larger goal; not just what product/service you provide but how that benefits your customer.
HOW YOU DO IT
Visibility into your product, production, or process.
WHERE YOU ARE HEADED
How you are evolving and working to create the best product or service for your customers.
Content marketing is one of the best ways to tell a brand story. Despite the word “story,” a brand story is not a linear narrative. It isn’t even confined to the written word. It is an amalgam of a brand’s existence and essence.
Your story isn’t static. It changes as your company grows and expands, as you bring on new team members and break into new markets. While your website may not change much, a new initiative can spawn an article, infographic, or other social content to send your story far and wide.