A few weeks ago, ThoughtMatter Senior Copywriter Scott Muska and I had the privilege of speaking during Tech Tuesday as part of the Flatiron Partnership’s Summer Series on “Storytelling as a Branding Tool”. If you weren’t able to join us in person, here’s a recap of what we discussed:
Successful brands tell great stories. A well-formed, self-aware brand narrative can help elevate an organization, connect it with its audience and build consumer and client trust. When done right, a brand story can help drive your brand’s success.
Every good brand story should cover the basics: the origin, the market need, the brand’s values, what keeps them motivated, and authenticity. As an example, we discussed Shinola, a 21st century brand that makes luxury leather goods and watches.
So once a brand has its story down, how and where can they tell it? Including it on an “About Us” page on the website is one thing, but how do you reach an audience that doesn’t know your website or doesn’t even know you exist?
Listed below are a few of our favorite examples of brands that have demonstrated their story in interesting ways to differentiate them from other brands in their respective categories and reach audiences.
Your brand story sets the foundation for building consumer trust, which in turn will drive success. A brand story that is consistent throughout platforms, authentic from the beginning and aware of its place in the world will connect with audiences.
While your brand may not be the next Google, Apple or Amazon, it can be the only one that does what you do.