How Your Business Can Tell an Exciting Brand Story to Win Customers' Trust

Since the beginning of time, mankind has always told stories in one form or another. No culture, people, nation, or religion exists without them. And in today’s world, no truly successful business, big or small, exists without a story either—more specifically, a brand story.

As defined by Wordstream, “a brand story conveys the history, purpose, and values of a business in a narrative that resonates with consumers and makes audiences feel emotionally connected.”

Modern marketplace giants like Apple, Red Bull, Nike, Overstock, GoPro, Disney, Vera Bradley, and Coca-Cola have mastered the art of brand storytelling. These companies didn’t become household names and gain cult-like followings overnight. They had to start somewhere and much of their success can be attributed to the stories they’ve told over the years and those they continue to tell.

So why are brand stories so important and why is it worth devoting precious time and resources to developing your own business’s story? Stories build trust. They transform impersonal products and lifeless business-to-consumer relationships into real-life connections. And yes, they also drive more sales. Research from Headstream found that when people love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately.

You’re probably thinking, well that’s all fine and dandy for those companies mentioned above. They have millions of dollars and large marketing budgets which is a far cry from my business.

But that’s just it. Part of what makes brand stories such an effective marketing tool is that it doesn't require millions of dollars to tell one. Any small-business owner can utilize this powerful asset as a way to make a name for their brand, stand out from the competition, gain the trust of consumers, and give life to their business. Here are some key principles and real-life examples to help you tell the story of your business. 

Establish a Clear Vision and Ask Introspective Questions

Regardless of the size of your business or your industry type, you can harness the power of storytelling. But first, you have to know who you are as an organization.

Brenda Della Casa, branding and digital media expert at digital consultancy BDC Digital Media says,

“I cannot tell you how many times I have worked with clients big and small, famous and not, who had no real understanding of their brand.“ They knew their name and logo, but when it came to what they stood for, what their clients really needed from them, and what kinds of messages they were sending, things got tricky.”

To better understand your brand, start by asking introspective questions to help you determine what story you want to tell. The most important question to lead with is, “Why does my business exist? The answer to that question should be a story. Here are a few other questions to help you get started

• What problem is my business trying to solve?
• What makes my business unique from the competition?
• In what ways do my products or services change people’s lives? This one might take a little more digging, but yes, even if you think your products or services are “boring,” you can still craft a compelling brand story that captures consumers’ attention. Just look at major battery manufacturer and BBB Accredited business, Duracell, and the stories they tell through their marketing.

The answers to these questions can help you develop a vision or mission statement—one of the most simple, yet effective, forms of brand storytelling. Southwest Airlines does a great job of using these types of statements on its website to communicate their story.

Showcase Your Brand’s Personality

One reason stories work so well in capturing people’s attention is because they humanize your brand, making it approachable and relatable.

Hubspot puts it this way: “Just like your favorite books and movies’ characters, if you can craft a compelling brand story, your audience will remember who you are, develop empathy for you, and, ultimately, care about you.”

To get people to care, your story has to be personality driven and evoke emotion, which is something we’re drawn to as human beings. In today’s digital marketplace, consumers first look at your brand’s personality usually begins with your website. A great example of a company that ingeniously infuses its brand personality into their website is Ben & Jerry’s. Take a look at how they present their origin story online.

Keep It Authentic and Simple

Your business’s story doesn’t have to be a grandiose saga to be effective (sorry Harry Potter … we still love you), nor should it be used to position your organization as something you’re not.

In a Pardot Research Report, 80% of respondents said “authenticity of content” was the most influential factor in deciding to follow a brand. Simplicity and integrity sell themselves. Remember this marketing adage as taught by Simon Sinek: “People don’t buy what you do, they buy why you do it.”

As a BBB Accredited Business, you already have a major leg up on the competition when it comes to showcasing the authenticity and credibility of your brand. Use this to your advantage and include your decision to become BBB Accredited as part of your story. Associating your business with BBB’s well-known reputation instantly gives consumers another reason to believe in your business and what you stand for.

Vera Bradley is one great example of an accredited business that has successfully intertwined their decision to become BBB Accredited into part of their brand's story. 

Budget-friendly Ways to Tell Your Story

As was mentioned earlier, brand storytelling is one of the most cost-effective forms of advertising and can be especially useful for small businesses. In combination with following the principles listed above, here are some specific ways to tell your story without shelling out a lot of cash.

• Develop a vision or mission statement.
• Add a webpage or section to your organization’s website that explains your story.
• Work with your BBB representative to make sure the “Overview” section of your profile on BBB.org is complete and encapsulates who you are as a business.
• Consider including slogans or other parts of your brand story on any packaging your business sends out.
• Create social media campaigns and look for ways to share your organization's narrative with your followers online.   
• Share your organization’s story internally with your new hires and employees as a means to employee retention and improving your company culture.
• Train your staff to share your brand story with new prospects as a way to help them see the value of your business.
• Celebrate the day your company was founded and other important milestones with your customers. You might consider offering a discount or some other incentive to highlight these special events.
• Create a timeline of your organization’s history to show consumers and prospects how your business became what it is today.
• Align your brand with social causes you’re passionate about and publicize your business’s goodwill efforts. This can be as simple as giving back to your community through sponsoring a sports team, donating products or services to local schools, etc.
• Partner with brand ambassadors and influencers who can help tell your story.
• Actively look for ways to involve your customers and allow them to share their experiences as a way of telling your story for you. Airbnb does an excellent job of sharing the stories of their hosts and guests on their website.

Keep the Story Going

Your brand story should never end and should be structured so that it can continually evolve as your company grows. So what type of story will your organization tell? Whatever it is, BBB will always be here every step of the way to help you make it a good one!

BONUS ARTICLE: Click here to see more examples of how other businesses are successfully telling their stories.