01 May How to Tell Your Brand’s Story in 500 Words
A Guide to Quick and Memorable Storytelling
A good brand story helps you stand out from the noise. It helps audiences remember and feel more connected to your business. And it orients new employees and prospects by conveying early on what your company values.
Brand stories incorporate your organization’s:
- Origin
- Goals
- Mission
- Values
- Voice
- Products and services
But instead of laying them out in bullet points, stories use a narrative approach. To further understand what a narrative approach means, try to recall one of your favorite stories. At its core, it likely presents a character or situation, introduces a conflict, and through a series of events, resolves (or attempts to resolve) that conflict. Brand stories are very similar and can both entertain and inform your audience.
1. Conduct a Brainstorm
Early on, think about your brand’s “why”. Ask yourself, what does your brand solve? Why was it created? What value does it bring your customers? How is the community different now that your business exists?
Go down the bullet point list above and flesh out the details for each piece. How and when was the business founded? What is its mission? How are its products and services different from the competition?
Consider key points about your audience and target customer. What do they need that you can provide? What kind of entertainment do they enjoy? Who is most likely to visit your restaurant?
Write these answers down. Like all brainstorms, these ideas do not have to be perfectly written. They just need to bring to mind all the important information that will come to make up your brand story.
2. Choose a Structure
There are many story frameworks to choose from. The Three-Act structure, mentioned earlier, introduces characters, then a conflict, and resolves it. The Before-After-Bridge structure is centered around the target customer and their life before and after being introduced to your business. The Problem-Agitate-Solve structure is similar, but it amplifies the problem to tap into the audience’s emotions.
To inspire audiences in a way that many successful companies do, your brand story could follow the Golden Circle framework. Developed by Simon Sinek, this structure places the company’s “why” as the most important. The Golden Circle structure is made up of three parts:
- The “Why”: Why your company exists. What its values and mission are.
- The “How”: How your company aims to achieve its goals and fulfill its mission.
- The “What”: Lastly, what your company sells to accomplish its mission, e.g., its products and services.
Following one of these structures ensures your brand story will be easy to follow and comprehend. These frameworks can also help your story achieve a goal, whether it is to inspire your audience through your “why” or emphasize their troubles to present your business as an eager problem solver. Whichever structure you pick, make sure it is in line with your brand.
3. Trim, Edit, Review!
As with all written products, a few rounds of review are crucial. Typos and other minor errors may not convey the positive image you want associated with your business. Take some time to proofread and ask others to review your draft. A good proofreading tip is to step away from the draft for a day and revisit it with a fresh perspective. This helps catch additional errors.
To keep it at 500 words, simplify redundant language, like changing “in order to” to “to”. Try to get rid of cliches, which will also help with originality. And think about what you would want your audience to take away from reading your brand story. The answer will likely only be a few sentences, so edit the draft so that those key points are clear and top-of-mind.
Call to Action – Looking for Professional Assistance?
Meerkat Media Group has experienced storytellers capable of developing and optimizing your brand story. We understand the power of narratives to evoke emotions and create memorable connections with your audience. Contact us today for more information.
