A good brand story:
• Is an honest view into why you started your brand
• Tells real situations, real facts, & features real customers
• Serves the customer and is not self-indulging
A good brand story is NOT:
• A research paper on your company
• Something that’s only for you and your team to know
• A manipulation tool
Example: Adidas Brand Story
“We started in a wash room and conquered the world. And in-between, we have scored big and also, sometimes, struggled to reach our goals. We have done our best for the best. We have improved and grown. Looking ahead to the future, always remembering where we came from. This is our story. “
Your brand purpose is the unique benefit your business brings to your customers. How does your product or service make the world a better place? Your brand’s purpose can also be seen as its mission statement.
Example: IKEA’s purpose is wrapped in their vision and business idea:
“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.“
Your brand’s core values outline your team’s behavior and define your company’s culture. Laying the foundation of your values helps you and everyone on your team make sure your behaviors are appropriate in every situation. Your brand values are determined by you because you are the leader, and they should be clear calls-to-action.
Here’s an example of a list of core values:
• Be honest.
• Be flexible.
• Work smarter, not harder.
• Show gratitude.
• Do one thing really well.
• Be a team player.
• Celebrate milestones.
•Speak the customer’s language.
•Make it simple.
• Make it smart.
Pay special attention to their income, interests, gender, age, etc. Be as descriptive as possible. You can even include the sites they frequently visit, their buying habits, etc.
Brand perception is highly important, and exists in the mind of your customer. In this case, their reality is the only one that matters. You may need to gather feedback about your brand from your customers.
Describe 1 memorable client/customer experiences you’ve had.
Talk about the time you made a customer feel heard and appreciated, a time when a customer raved over your product to his/her followers on social media.