Andrew Juma

Helpful Tips When Crafting Your Brand Story People buy things for different reasons. To feel 'in control,' to numb their pain, or to feel important, and so on. These 'needs' are the stories swirling in the buyers' minds when they explore your offering. So, here is what to remember when creating your brand story: It's the buyer's story—you are just a narrator Marketing runs on storytelling, but it's not your story that buyers want to hear. It's their story. Successful brands find a way to tell the customer's story as theirs. You have to understand the 'who,' the buyer persona, and the 'what,' which are their pain points. When you finally narrate your brand story, it must be in touch with their emotions. The buyer's story is emotional, not logical Why does a person decide to go on a dating app? The rational reason could be to save time or money or get exposed to thousands of potential matches. For your dating app startup, however, you know better. Users want connections and have expectations that go beyond the techy features of your platform. These people don't want to be victims of matchmaking by parents or friends. They are tired of going out every night or hanging around social places to find the right one. Your app's narrative should emphasize these everyday challenges. The story should stroke their egos For the many emotional reasons that people buy things, it's the marketer's job to cheer them on. Get in line with your buyer's 'egocentric' mental patterns. In the case of the online dater, tell them that they are "a real catch" and "deserve someone of equal standards." Messages like these make them feel understood, appreciated, and hopeful of finding something meaningful on your site. Essentially, you have made them the hero of the story, promising them power, respect, and freedom with your brand attributes. The right story helps buyers understand their problems A mother walks into your camera shop and starts inspecting your inventory. In her mind, she is looking for the camera with the best features or a model from the best manufacturer. In truth, though, she wants to capture the best moments and preserve memories. She thinks her daughter is growing too fast; she wants to document her life. Or maybe she wants to make a higher income as a photographer. It's your job then to help her understand what she really wants and how your product can deliver that. Avoid losses, don't seek profits Brand stories that promise pleasure and happiness can be alluring to buyers, but stories that promise escape from their pain/ losses have the biggest impact. Writing the right story takes understanding your customers' fears, anxieties, and worries. You can then position yourself or your product as the problem solver. Thanks for your interest and attention. We hope this post makes you a better brand storyteller! Contact us to find out how we may amplify your communication strategy to improve brand love and brand loyalty.