The average person sees 5,000 advertisements a day. That’s a lot.
How can you be sure customers will notice your brand?
Here’s the bottom line: when buyers need to pick between company A or firm B, their decision will be rooted in emotion. To stand out, your brand needs a story.
The emotion behind purchasing behavior is often subconscious; you may not realize it’s weighing into your decision-making process.
Proof of this can be seen in a simple question: what’s your favorite phone brand?
Your answer, more than likely, is Apple.
Sure, they’ve got reliable technology and reasonable prices. But their top-of-mind awareness is attributable to their brand story – they’ve positioned themselves at the heart of cutting-edge technology and groundbreaking change. It would make sense that so many consumers want to be a part of this movement.
In her original article for Haley Marketing, Kristen Wakulchuk shared her advice on how to create a brand story as compelling as Apple’s.
We’ll summarize her points here:
Step 1: Understand your Vision.
What’s your purpose? Your company’s vision should align with where you’d like to be in the next 5 to 10 years. Dream big! The better you understand your vision the better you can communicate it to others.
Step 2: Bring your Vision to Life.
Maslow’s Hierarchy of Needs is a great place to start in the humanization of your brand. Where do you want to connect with your audience? Maybe you’ll emphasize the luxurious aspects of your brand to appeal to your customer’s Esteem needs – or you’ll describe how customers can identify with your brand to fulfill their Social needs.
Creating an emotional appeal is a key step in bringing your story to life.
Step 3: Communication.
How do you want to communicate your vision? Understand your core values – they could be, for example, loyalty, professionalism, and innovation – and create content that aligns with them.
It’s also important to share content on the channels that matter the most to your audience. LinkedIn may be more appropriate for a professionally oriented brand than, say, Instagram.
Step 4: Consistency is Key.
“To have the most impactful fan following, keep your messaging simple, consistent and aligned with your vision,” Kristen says in her original post. Multiple conflicting messages will only confuse your audience.
Ready to get started writing your brand’s story? At Mamu Media, we’re content specialists – contact us today to stand out and stay top-of-mind.