How Do I Write My Brand Story?

Posted by Leisha Jenkins on January 10, 2017

How Do I Write My Brand Story?

Why do you exist? Sounds kinda harsh when asked so bluntly. Take this seemingly simple question and use it to start shaping your brand story. The reason for your existence is the crux of your story. If you didn’t have a reason for existing, chances are you wouldn’t still be in business.

People are exposed to 10,000 brand messages on average each day. What makes yours so special? You have to tell audiences quickly and in a compelling way who you are and why they should want to connect with you.

How to craft your brand story

So what is your brand story? Unfortunately, there is no one size fits all structure for identifying your story, your story is unique to you. Identifying it and communicating it is the real power of a brand. My advice? Take a good hard look at your business and ask yourself a few questions.

  • Who are you?
  • Why are you?
  • What makes you unique?
  • Who is your customer?
  • And why should anyone care?

Don’t stress out about these questions, be honest and avoid steering your answers to fit what you think are the right answers. The ‘right’ answers are usually the answers weak brands rely on to fill the shell of a brand with no personality. Really consider what you bring to the table, and try shifting your frame of mind to learn what the experience of working with you means to audiences.

Plan

Not everyone is a planner. Understandable. But you need to put on your planning hat when writing your website, no exceptions. There is so much more to a good site than an about page and a call to action. Each page serves a purpose and contributes to the story. A well-crafted website is harmonious, on-brand and compelling. This won’t happen by accident. Plan the purpose of each page, what you want to convey and place yourself in the shoes of your visitor. Step back from your perspective and imagine what you would be looking for if you had never interacted with your brand before.

Style

Your brand story has a personality all of its own. How would it talk to people? Is it warm and friendly? Technical and straightforward? These differences do matter when writing your story. Think of listening to an audiobook. Your perception of the characters changes by the way the character sounds. We don’t have the luxury of speaking directly to audiences via websites, but we can control the overall impression the website gives by word choice, tone and voice.

As important as it is to be yourself, sound like yourself and tell your story, you need to understand your audience, their needs, and the medium you’re utilizing. Some audiences don’t want to read paragraphs upon paragraphs about everything from your origin story to your favorite color. They want to get straight to the point and find the information they came looking for. Others want to get to know you a little bit before picking up the phone or sending an email. Your brand story starts with you, but ends with your audience. Your audience guides how you tell your story because the purpose of telling your story is to relate to your target audience and connect.

Content

Don’t let your brand say too much without saying anything. Cramming in paragraphs of content in the hopes of catching a reader’s’ attention is detrimental to your strategy. Every sentence should serve a purpose. Audiences are already drowning in a sea of content. Make is easy and worthwhile for them to read your website. Keep the focus on your audience and their needs while connecting them to the soul of your brand.

What comes next?

We hear a lot about search engine optimization and keeping keywords in mind when writing. Yes, keywords are a necessity for any quality website design and should play a role in your writing strategy. These are the words and phrases people use to find you, but at the end of the day, the content on your website is meant to be read by people, not just search engines. Writing in a way that appeals to your audience and search engines is a delicate balance.

Writing your website is really writing your story. Naturally, if you’re a plumber, your brand story will include words and phrases related to plumbing. There’s no reason to write circles around the purpose of your site for the sake of a search engine.

In part three we will discuss why all of this is so paramount to your bottom line. Hopefully, you can already see the value in connecting with audiences on a deeper level. Blog three will outline the actual value for your business and how changing the way you connect with audiences will impact your business.

Are you ready to get started crafting your brand’s story? Let’s talk!

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Leisha

Leisha is Iconic's content writer and brand storyteller. She makes it her mission to tell engaging stories and create memorable brand experiences.