Use your Brand Story to connect with your audience

One of the most important assets for your business is your brand story. Why? Because your story is unique to you and helps you to differentiate yourself from other brands. It also allows you to create a more powerful connection with your target audience.

But before we dwell into brand stories, let’s clarify what exactly is brand and why it helps your business. Firstly, brand is more than a logo or a tagline. A brand is a perception a customer has about a product that makes them want to be more or less involved with that product. That’s right – some brands will actually repel certain people because brands don’t cater for everyone – only it’s target audience. As they say, if you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you. Defining a strong brand isn’t to try and appeal to a larger number of customers, but fewer. Once you understand and accept this concept, then you will be well underway to creating an effective brand.

Brands help us to create communities. Essentially a community is a group of people with a common set of values and beliefs. When you tell your story, you are sharing your core beliefs and values and those in your audience that share those beliefs will believe what you believe and that develops trust. After all our very survival depends by surrounding ourselves with people we can trust.

So why is storytelling so potent for brands? Well we must look to neuroscience which tells us that the brain is made up of three distinct sections. The ancient “reptilian” or physical brain is responsible for such things as breathing, sleeping, circulation, walking and eating. These are instinctive processes necessary for life and has much in common with the brains of reptiles.

The outer layer of the brain is the neo-cortex which is the rational or conscious part that oversees language, speech, writing and problem solving.

But it is the middle section of the Limbic System that interests marketers most. This the unconscious part of the brain that looks after our emotions, memories, attachment and social bonding. Whilst good brands elicit thoughts, great brands elicit feelings. And feelings are generated from this part of the brain.

The unconscious is the domain of our emotions – the feeling of good or bad that we assign to things. Value judgements are made on the basis of emotions and feelings, not thinking or logic. Your brain values the feelings, not the facts.

Brands are very much like people. The value you assign to a brand is based largely on how the brand makes you feel. Our decision-making is motivated largely by our emotions and our ability to trust. The old adage, “facts tell, but stories sell,” because stories appeal to our emotional brain, where the vast majority of our decision making is done. Successful brands don’t focus on WHAT they do or HOW they do it – those are by-products of WHY they do it.

Now let’s look at your brand story. I love this quote from the great Michelangelo , “Every block of stone has a statue inside it and it is the task of the sculptor to discover it.” And that is very true with your brand story. You don’t need to make it up. It’s already there – you just need to chip away to reveal it. By doing so, it will be truly authentic, rooted in reality and therefore it will be unique and relatable to your audience.

Build on your brand story and ensure you are consistent. Inconsistency is a brand killer. So start sharing your band story and video with your audience.

Gerry Tacovsky
Video Marketing Strategist