A brand narrative is nothing new. It has been around since business owners first decided they wanted a specific image to set their business apart. Essentially, your brand narrative enables you to tell people who you are and who you want to be as a business. It conveys your personality and what you hope to accomplish with it. Your brand narrative is, in a nutshell, the story of your company.
You can share your brand narrative in many different ways, but the key is to have a consistent, underlying image that connects everything you do. And in order to make your narrative successful, there are four things to keep in mind.
Amplify Your Purpose
A major part of starting a business requires the identification of a purpose. That purpose, whatever it is, won’t matter much if you are unable to convey it to people. Choosing the correct platform to communicate your story can create the “buzz” you need. Social media is a great way to go about this. It’s standard practice for companies to use social media on a regular basis, and use it in a way that promotes their narrative within their content.
This does not always mean what you’re doing is, or needs to be, controversial. There are some things that are universally considered good things, like charity to solve a specific problem. Did the idea for your company come from a specific experience, like the idea for TOMS, who’s founder decided to give away a pair of shoes for each pair bought because he realized children worldwide couldn’t afford shoes? This is a great way to start an honest, legitimate conversation that not only includes your company, but also includes why your company was started in the first place – your narrative.
You can’t expect to resonate with everyone. It simply isn’t possible. However, there is a very simple way to make sure you resonate with the maximum number of people: make your narrative personal. For example, Mr. Rooter makes mention of the fact the first Mrs. Rooter was a Marine – something that a great number of people can relate to. By telling your narrative from a personal standpoint, the story is both genuine and new. No one else will have the ability to tell your story the way you can, because no one else has lived it. The result is something that people can relate to, which means they will be more likely to remember it.
Humanize Your Brand
Your brand, product, and who and what you are should have some benefits. Habitat for Humanity is a great example, though it’s more of a charity organization than a for-profit business. However, even Wal-Mart is working on the humanization of their brand, by solidifying their image as an environmentally conscious company. As they work to promote that image, they also make an effort to include it as part of their narrative – launching stories on their social media sites, on blogs and in newspapers.
Once you know what you want your company’s narrative to be, you can make a huge impact in your marketing. After all, every company has a story behind it, and every founder had a reason for starting their business. If you can get that story across, and make it your personal story, you’ll find people will take to it and share it on their own.
This article has been edited and condensed.
Savannah Flynn is a public relations specialist for WebpageFX, a full-service Internet marketing, web design and web development agency offering integrated web solutions for medium to large sized businesses across the globe. She has a passion for online marketing and PR.