Your brand story is more than just a marketing effort. It’s a way for your target audience to connect and buy-in to the brand experience, beyond products and things. Additionally, it builds a culture of authenticity, consistency and trust. It has the power to spark emotions and inspire action.
However, this is impossible to do if too many details/the wrong details are included.
Here’s the truth: your brand story is not about you.
In other words, your brand is not the hero of the story. So, it isn’t necessary to include every single detail, part, moment etc.
Think about it – people who visit your website probably believe that your brand is, at least, interesting. And it’s safe to say they want to relate to your brand somehow to give credibility to their experience with it so far. So, if all your brand story includes is a lot of information that is only important to the accuracy of the story and not the interest or relatability of your audience, people won’t engage; there’s nothing to engage with.
For example, a detailed timeline is great, but what is it telling your customer about your brand besides those facts? Achievements are great, but what do they tell your audience about their own brand experience? A beginning-middle-end story is great, but what about that story can people relate to? And will people read your brand story if it reads 5 pages long?
Let me be clear – I’m not against detail. I’m against focusing on the wrong details that don’t serve your company values or your audience and instead, oversaturate your story. Detail without purpose is a losing game.
That’s my quick tip today:
Everything doesn’t belong in your brand story.
RESOURCE: Shopify’s Guide to Brand Storytelling