USE THE BRAND STORY CANVAS TO EASILY CREATE YOUR STORY
Your brand story canvas is the image of who your business is, and its aspirations. Let’s begin by uncovering your most compelling story. Check it out here.
Creating brand stories might sound like a trend since, lately, it has become quite an important promotion tool. The truth, however, is that they have been around for much more time than you think.
Before we move to the creation of a brand story canvas, we need to start with the obvious. So, if you don’t know what a brand story is, the next paragraph is definitely written for you!
What is a Brand Story?
Romantic copywriters don’t like defining brand stories as a marketing medium. But, to be honest, it is a delicate way to talk about your business without pushing too hard. Long story short, it is a vivid pitch that tells your brand’s story.
Nevertheless, part of this romantic approach is actually true. Because a brand story is a method to let people know more about you and make them feel connected in a deeper way than appreciating your products or services.
In addition, a brand story is a powerful technique to make people feel more attached to your brand than your products. They don’t simply hear about what you do or how good you are at it, but about what you stand for and who you really are.
Ever wondered why personal blogs are popular? Because the author creates a personal relationship with his or her readers.
How is a Brand Story Different from a Pitch?
Pitches talk about ideas, your brand, the way you create, promote and make money out of your products. It is a way to persuade people to trust you as a professional.
Brand stories are not polished narratives to impress people and make them want to call to action. They simply encourage them to involve with your brand; the story behind your idea, its implementation, where you are, and, definitely, where you are going to.
To help you get it better, just think about this: The story behind Apple’s famed design is a brand story. The story about Snapchat’s way from a startup to a billion-dollar company is a pitch.
Why Is It Important To Have a Brand Story?
First of all, brand stories are important because they are stories. Your stories. And what makes them more powerful than pitches or presentations is that they are more entertaining than facts.
A story talks about people, ideas, emotions, values. Facts talk about the same old: numbers, money, and expansion. Which one would you choose?
Now that we know what a brand story really is, let’s break it down into six easy tips to help you create the best one you can! Let’s start writing on your brand story canvas!
Create a Story Using a Brand Story Canvas
The first thing to keep in mind when writing your brand story is that it has to be a story. Make it simple, narrative and with all the elements a story must have. Some of these elements include characters, images, or even suspense.
Take your readers on a journey they will not be able to resist. Keep them interested, intrigued, and entertained. Make your story stand out by creating a dramatic structure: an alluring intro, a climax, and a rewarding ending. This is not a university thesis. It is a story.
To make it easier, having a brand story canvas will definitely help you organize your thoughts.
Create a scene which will describe what your brand is all about. Explain the key elements that make it different from your competitors in the market. Create a list of all the things you want to talk about and categorize them in three different lists trying to answer some basic questions:
- List #1: Characters (usually your brand and your customers) – What makes you unique? What challenges do your customers have and how is your brand able to solve them? Who are you and how did you get here? What is your personal story behind the brand?
- List #2: Ideas & Beliefs- What does your brand believe in? What new ideas does it want to introduce to the market? What do you want your customers to think about when talking about you? Is there something you are fighting for?
- List #3: Solutions – It’s a story. Remember? Stories usually have a happy ending and your brand story is not an exception.
What have you done so far regarding the challenges your customers are dealing with? Are you proud of anything your brand has achieved? You’ve talked about ideas. Now you have to answer this: How do you (or plan to) address real problems in the real world?
Make Your Brand Story Canvas Genuine and Real
Okay, you’ve followed your brand story canvas’ rules. Now, read it. Is it all true? Are you true to yourself and your audience?
First of all, you don’t want to fill your brand story with lies –that would be really cheap. Second, you don’t want to make it feel automated.
When you provide people with your brand story, make sure you keep it true. Talk about true situations in which true people, who had a true goal, got involved with. Mention the reasons that made you create your brand, and get people to relate to you.
You are not a child prodigy. You are an everyday person who tried to make their dream come true. Just like all of us want to be. Also, don’t be afraid to talk about your failures as well. Real life is full of them.
By talking about your own emotional journey, you’ll trigger an emotional response.
Talk about the struggles you had to face while creating your company. Mention all the difficulties
Your personal emotions will create emotions. So simple. You may also have your audience feel connected with you by:
- Mentioning your brand’s impact on other people’s lives.
- Talking about the inspiration behind your original idea.
- Revealing interesting personal stories about the brand owner(s).
- Explaining why working for this brand is exciting.
Mention What Makes You Unique
Either is a character, an idea, or a purpose, great stories have something unique. Make sure you include your main distinctive element in context.
Is your product or service similar to another competitor’s out there? Being unique will definitely make you stand out. Except for your products’ or services’ quality, what will also make you unique is all that you stand for.
If your company supports diversity, make sure you mention it. If the reason why the company’s founders have created the product was to make people’s lives better, say it.
To put it simply, just think about all the problems your brand solves. Is it a social problem, a common obstacle people have to get over every day? Make everyone understand that your brand has a special purpose.
Talk About Your Evolution
No, talking about your brand’s evolution has nothing to do with talking in numbers or boring data that only investors are interested in. Make sure you do in a way you would talk about it with a friend over coffee or a beer.
How have you evolved from a person with an idea, to a person who has made this idea come true and never gave up? Be the person whose life everyone wants to have but is not difficult to achieve.
Be human, yet successful.
Whatever You Do: Be Original!
Seriously, this might be the most important tip of them all. You might create the perfect brand story. You might come up with the perfect brand story canvas model, but nothing is more important than being original.
Don’t copy another brand story canvas and try to make it sound like you have written it. Be true to yourself. Write in a tone your brand can support and make people get you and your brand’s story behind the words on screen or paper.
Be you. As simple as that. After all, it’s your story you are writing about.