26 May 2010 52 Comments

How to create a winning brand’s story that sells

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Brand's storybrand creationBrand success is all about stories that aligned with a niche. If you have ever known what poverty is and you are able to break free from it and you can craft believable, creative, emotional processes of how you move from ground zero up, you will attract a good chunk of audience that is still struggling to survive. What is true of individual is also applicable to brands. Be it corporate, institutional or national. Japan has a verifiable national strategy story that moved her from a third world to a leading nation around the world.

People love stories particularly when it appears it has some semblance with their lifestyles. Every brand story that will sell must be crafted in a conversational way. This story must speak with the audience. When it is a monologue, it will take time for the audience to join you or follow your thought. I must admit there are few exceptions. But a story crafted with conversational note sells. Never forget that great brands have great brand stories which point to their origin, tradition, geographical location, association, influence among many other factors. Having said this, let us examine vital indices that come to my mind now on how to create a brand story that sell.

Tell; show that you are expert in a category first: When a story is crafted to show off only, it may irritate the audience. Stop showing first. Many brandspractice this. This may affect their credibility because it does not tell how. Always and I repeat, always tell first. ‘Tell’ that you are an expert, leading solution provider in the category before you start showing. Showing without verifiable evidences will destroy brand equity. Brand story should build brand equity and not to diminish it.

Show, parades your successful clients in the category with emotional case studies: after crafting a ‘telling ‘ story which the brand audience or its potentials want to see, the story must go ahead to show. You must parade happy and successful clients in the category who have become satisfied through your brand’s involvement in their daily lives. Do not forget another major factor when you are ‘showing’ which  is the fact that the story must use the weapon of emotion to its own advantage.

Itemize proven results of your clients in their categories: since the brand story is expected to be target driven within a niche/market, let it produce proven result of brand’s client in the category you are trying to reach. Do not forget this. It is a major part to credibility building.

Promote your core values and how it has helped sustained business relationships: Each brand must have core values that drive its operation. In fact it is what some potential customers often look out for before considering doing business with the brand. Brand’s value is the foundation that determines the way, how brand operations are run and it will also reflect in corporate and internal audience behaviours. So ensure your brand’s story promotes your core values and how it has sustained your business relationships. Is anyone out there with different opinion or want to add something to this? Use the comment section. I love to hear from you.

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