Why You Should Have a Brand Story

What makes brands really accessible and super engaging is when they’re known for doing one thing really well. Think Apple - unique and beautiful computers, or John Deere - tractors and farm equipment. When it comes to writing copy for your brand you should apply this same principle: if you talk about too many things or you don’t funnel a few things down to that one thing, people will get confused by the complexity and you’ll lose them. 

This is why it’s important to create a narrative framework that you can use to build any marketing asset from a website to a flyer or even an event. It’s a story structure that helps you write copy and always keeps you on track. It should contain key elements to make sure that whatever you’re making always touches on the things people want to read and will resonate with them. You have to know your audience, you have to know their pain points, and you have to empathize with those pain points.

When was the last time you went on a website and got totally lost with what was being said and how? Did you stay there to try to figure it out or did you click away and find something else? Research shows that users will typically stay on a website 8 seconds before they’re off finding a competitor. 

In branding there are 9 key elements that make up the brand story framework. Want one for your business? Contact me today and let’s talk. 

Photo credit: Roberto Hund