23 February 2012 0 Comments

Brand story: 5 techniques for crafting a compelling one

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 story, Brand design, brand and success storyEveryone one has a story. Without one, there is no future. The reason why stories are important is because they help us understand the world and our place in the scheme of things. Therefore a true brand story illustrates where a brand is coming from, what it had faced with lessons, experience that resonate with target. This experience, tradition makes up the element which strengthens the bond of unity among the brand’s stakeholders. Without a good brand story then, it may be difficult for people to have a common purpose that will unite them with any venture. Brand story drives the passion that ignites stronger loyalty.

Brand story helps a brand leverage its experience and orientation in the market place. For those who know how, brand story also helps the brand to sharpen its differentiating factor among its competitors. Knowing how can also help the brand to position its advantages. More also good brand story strikes the right cord in the market. Many have used great brand story to increase better client relationship as they have come to love the brand more.

Unfortunately many brands do not how to make their stories their own. This has created many errors which include inability to project it in an engaging way. A brand story is not a useful one except the brand can live it out. The problem with this begins with lack of proper understanding of the right language to use. Some brands look at other brand’s story and borrow their language. The challenge with this is that it may be hard to become a native speaker of a language that is not your origin. In all, before you push your brand story outside be sure it answers major questions in the hearts of the potential target.

 Brand story needs to be consistent and clear. Here are my thoughts on guidelines for crafting a brand story that will resonate with target. The list is not exhaustive and  will appreciate readers’ feedback and addition.

Be true, real: Authenticity is a missing link in many brand stories today. Copy and paste is a fundamental error many brands commit. Your brand story is yours. Originality must ooze out of it. Originality and authenticity strikes people more than any other factor.

Align with potentials’ worldview: While the brand story should be a reflection of the brand’s lineage and style, it must be written in a language that aligns with target’s worldview. Remember brand is all about what the target thinks.

Do not embellish it with falsehood: In order to please its audience, many brands embellish their stories with falsehood and lies. Lie does not take long to be discovered in this age. Be brutally honest in your brand story telling.

Appeals to senses/Emotion and not logic: the use of right brand language is a learned act. Brand story must be written in words that appeal to sense. It must provoke emotion from the target. Following the part of logic never strikes any cord.

Must be dramatic/ striking: the last technique here is that it must has a striking element through its dramatic presentation. This also is a vital factor which we have discovered is missing in many brand’s story.

Over to you, what is missing?

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