Have you ever watched a brand new film at the cinema, only to feel like you’ve already seen it? It’s only just been released, so it’s impossible that you’ve seen it before. Yet it’s incredibly familiar.
There’s a reason for that: There are only seven basic plots in Hollywood.
Whether it’s technically true or not is the subject of a great deal of debate. But there are those who say that every single movie – and every single book – follows one of seven basic storylines:
- Overcoming the monster
- Rags to riches
- The quest
- Voyage and return
- Comedy
- Tragedy
- Rebirth
Why are we talking about this? Because it’s the same sort of concept when it comes to building a brand message. There’s a finite number of messages that businesses can share. And a finite number of voices they can share it in. And this poses a problem: It’s very difficult to be unique.
That’s where storytelling can be your brand’s best friend.
The role of storytelling in brand development
The message that you choose to share may be that you’re committed to providing high-quality products at low prices to improve access to essential goods. It may be that you want to help everyone succeed by offering the right support, at the right time. These are messages that any business operating within your industry could share. You need to add a personal touch to stand out.
And you can – by translating your message into a story.
Developing a brand story is a way of injecting some of your business’s individual qualities, characteristics, and experiences into your message, making it something that’s truly yours.
When you have a message that’s unique to you, your customers will be able to recognise your message and your voice anywhere. Whether they’re browsing your website, scrolling through social media posts, or visiting you in person, they’ll always be clear on exactly who they’re interacting with.
How to tell your story
A brand message is typically composed of three things:
- Who you are
- What you offer
- Why audiences should listen
Storytelling goes beyond that. A brand story may also include…
- Why you do what you do
- How you’re helping your customers
- The challenges you’ve experienced
- The ways you’re solving your audience’s frustrations
- Why you’re important to your customers
- How your experience shapes your approach
- What’s important to you
- What makes you different
The first step in bulking your message out into a story is to sit down and write up answers to all of the above. Using these answers, you can begin building a narrative that connects more closely with your audience. One that helps to guide them through the awareness, consideration, and decision stages of the customer journey.
At a time when customers don’t choose brands on price alone, the ability to connect emotionally, on a deeper level, is becoming a strategic necessity, rather than a ‘nice to have’.
