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How to Build Your Company’s Brand Story – 10 Tools and Resources to Use
Many businesses are selling their products and services online. You are not alone; so, how do you break through the noise? Well, you can separate yourself from the competition with your brand story. Remember, your brand story is unique, and people want to hear it.
As consumers and businesses have become less susceptible to banner advertising, they want to invest in building brand narrative. They know the power of brand story and how a strategic brand narrative can increase the value of their offerings by over 20 times [1].
So, to build your brand, you need to learn and invest in storytelling where you can speak your brand’s message, innovatively and intuitively.
Storytelling is a differentiating factor amongst brands’ creative and strategic accolades. Brands can merge data-driven insights with cutting edge creatives to resonate with the golden market. You can call it a secret sauce that brands have been chasing for a long time.
From data-driven storytelling to customer-led storytelling, there are different mediums brands can use to tell their story. In this blog, we will discuss ways to build a compelling brand story that can help engage a massive audience. So let’s start:
Building a branding narrative that compels your customer to take a chance and buy your offerings is important, let’s see how you can do it:
When you begin with your brand story, make sure you know what and why you are doing? You need to ask yourself some basic questions:
Try to find answers to these questions and then begin weaving a story. Your story doesn’t have to be groundbreaking, but it must serve a purpose. Remember that people don’t buy anything just because you want to make money. Instead, they are looking for something that could solve their issue; so, your offerings must solve their purpose.
By finding your audience, we mean that you should know who you are talking to.
You should know your target customers because that’s when you know their issues and pain points. Ask yourself a set of questions to determine whether your brand story fits into their lives or not:
Narrowing down to your ideal customer will let you carve out a stunning brand narrative that resonates with your ideal customer. Stop being everything for everyone; instead, be valuable to a few. Build meaningful connections with people through your narrative and turn it into sales.
To promote your expertise, you must understand how your offerings fit into customers’ life. This is how you make it relatable to your customers that drive engagement. You need to consider a few things before you start promoting your product:
After you are fully aware of your offerings, then jump onto finding the right tools to promote your brand story.
You can start with the top ten tools mentioned below to build your brand story.
If you had been struggling to promote your brand story, it’s time to re-evaluate your strategy. Here are ten important tools that can help you grow and promote your brand. Let’s start:
Today brands are built on publicity, and you can say that the cart is driving the horse. Here PR plays an important role in amplifying your brand message across people. It seems to be a credible way to do so as it gives your brand depth and personality.
PR brings in authentic and genuine storytelling that narrows down the focus, which resonates with the target audience. Once you create a story, you can determine who to tell the story through a good PR strategy.
It includes the following:
With 700 million active users [2], LinkedIn has become a top-notch social networking site to market your brand story. LinkedIn has evolved over time, and now it has come up with new features like live videos. Such add-ons bring advertising opportunities. All this has caught the attention of marketers, making it the second most used platform by B2B marketers[3].
You can use the following ways to build your brand:
YouTube is far beyond a go-to destination to watch videos making it the most visited site after Google[4]. It accounts for 60% of all online videos, making it the third most popular marketing medium[5]. 48% of marketers are already investing in it for paid social media[6]. YouTube has a great potential to drive engagement due to videos as roughly 90% of people watch videos to educate themselves.
Here’s what you can do to promote your brand story on YouTube:
With 95 million photos, Instagram is one of the most uber-famous visual-centric social media platforms[7]. In fact, it’s the second most logged-in social media site[8].
Out of the 1 billion user base[9], 90% of accounts follow at least one business[10]. It is indicative of the fact that users like such a large brand presence. With such a large presence of brands and a great user base, Instagram has turned out to be a new marketing medium for businesses to promote their brand story.
Here’s what you can do to spell your magic to appeal to the customer without actually selling them:
If you don’t know, then let us tell you that 68% of online experiences begin with search engines[11]. Around 92.96% of global traffic comes from Google searches, Google maps, and Google images[12]. What is it that drives such big traffic? Well, it’s not at all surprising, SEO being the top-most marketing strategy drives 1000%+ more traffic than organic social media[13]. You can’t afford to miss such a huge opportunity to market your brand story.
Let’s find out what you can do for brand promotion with SEO:
With Pay Per Click (PPC), it’s easier to reach your audience as 63% automatically click on a Google Ad[14].
Moreover, 49% of people say they click on text ads, 31% on shopping ads, and 16% on video ads[15]. Also, paid ads have 11.38% of CTR on Google just because they appear on the top of the page[16]. The ads are shown to your target audience, and they click on it when they need your product. We can say that PPC does impact your bottom line as it makes choosing easier for customers.
So, what can you do to show your customers you care? Let’s find out:
Facebook has become a part of our daily routines. You would be surprised to know that it has 2.60 billion active users[17]. And, these users are spending an average of 58.5 minutes on Facebook each day[18]. What does it mean? As a business, you can’t ignore such a massive audience.
Around 80 million small businesses are already using it to promote their brand[19]. You can also do something unique to communicate your brand message; here are some tips:
With 500+ million active users worldwide, TikTok has also emerged as a popular social media platform[20]. The reason for such a big reach is its mass availability in 39 languages[21]. Out of these, nine out of ten TikTok users use the app multiple times a day – you can understand the rate of engagement on the app[22].
TikTok allows users to create 15-second video clips that have been easier for small influencers to promote themselves. There are many different features that can be put to use to promote your brand story. Let’s see what you can get started –
If you are considering Twitter marketing for your next brand campaign, then it has to be best optimized to get the maximum results. However, it boasts 330 million monthly active users[23] who collectively send 500 million tweets every day[24].
Apart from this, the time spent on viewing ads is 26% higher on Twitter than other social media platforms[25]. It indicates more engagement and more leads, which could act as a pool of marketing opportunities for brands. This is the reason that 67% of B2B businesses are already using it to promote their brand[26].
Taking inspiration from other businesses, you can also invest in Twitter and build your brand. Make sure you follow the basic tips mentioned below:
In the world where people are rushing to Facebook, Twitter, and Instagram, Pinterest can be your brand’s new best friend.
In 2012, Pinterest was the fastest standalone site to reach 10 million users[28]. Since there is no looking back, Pinterest has grown a fan base of strong users who frequently turn to it for various activities. With more than 200 billion pins to browse through, people use this channel to find shopping inspirations, planning social activities, and learning through how-to posts[29]. Now, the platform has 322 million monthly active users[30].
So, what’s the indication for your brand? It has great marketing potential both for local and global brands. You just need to know where your audience comes and tailor your content according to their preference. Let’s explore the marketing ideas you can put to use to promote your brand story:
You must consider varied factors while creating a social media strategy for your brand. After all, you want maximum results for your brand. But, the first thing to get started with branding is to determine which channel is right for your business.
So, how do you do that?
When it comes to choosing the right channel for your brand, there’s a thumb rule to it. Quality over quantity! Choose a few channels and post high-quality content rather than choosing millions and posting low-quality content.
Apart from this, focus on networks to interact and engage conversation. Figure out where you get more of it and jump onto that. Here are some things that you must consider before you choose the right channel for your brand:
By now, you might be well-acquainted with the idea of building a brand story; so, it’s time you can start with your own. KISS PR is here to strengthen the creative muscle and write something unique for you. If you have something in mind, let us know. We will execute your good intentions, infused with your unique idea!
Feel free to discuss your plans with us here.
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[1]http://significantobjects.com/
[2]https://news.linkedin.com/2020/april/linkedin-business-highlights-from-microsoft-s-fy20-q3-earnings
[3]https://www.mojoweb.com/downloads/social/social-media-report-19.pdf
[4]https://www.alexa.com/topsites
[5]https://usatoday30.usatoday.com/tech/news/2006-07-16-youtube-views_x.htm
[6]https://www.ppchero.com/new-research-the-state-of-paid-social-2/
[7]https://www.wordstream.com/blog/ws/2017/04/20/instagram-statistics
[8]https://www.pewresearch.org/internet/chart/how-often-americans-are-using-social-media/
[9]https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
[10]https://business.instagram.com/
[11]https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf
[13]https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf
[14]https://searchengineland.com/what-makes-people-click-on-search-ads-309959
[15]https://searchengineland.com/what-makes-people-click-on-search-ads-309959
[16]https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
[17]https://www.prnewswire.com/news-releases/facebook-reports-first-quarter-2020-results-301049682.html
[18]https://www.vox.com/2018/6/25/17501224/instagram-facebook-snapchat-time-spent-growth-data
[19]https://s21.q4cdn.com/399680738/files/doc_financials/2018/Q1/Q1-18-Earnings-call-transcript.pdf
[21]http://support.tiktok.com/en/my-account-settings/change-language-en
[22]https://influencermarketinghub.com/tiktok-stats/
[23]https://s22.q4cdn.com/826641620/files/doc_financials/2019/q1/Q1-2019-Slide-Presentation.pdf
[24]https://business.twitter.com/
[25]https://business.twitter.com/
[27]http://www.socialquant.net/
[28] https://techcrunch.com/2012/02/07/pinterest-monthly-uniques/
[29]https://business.pinterest.com/sub/business/insights/PinterestSeasonalInsights-2019.pdf
[30]https://business.pinterest.com/audience/
