Connect with Your Target Market: the Art of Brand Storytelling
MAY 31, 2012:
Stephanie Bruns, Account Executive
Branding Marketing Strategy
Six months ago, I moved to a new neighborhood. Ever since I moved in, I’ve heard about the bakery downtown that makes the best pastries, bread and cakes around. Everyone seemed to know the story of the family bakery that started in the 1940s and have grown to become a Twin Cities sensation. Luckily for me, one of their local bakeries is within walking distance of my house.
So what makes this bakery so popular? Their story. They are proud of their history and declare it to anyone who listens. It’s the storytelling that makes their brand so memorable. Even their tagline proudly proclaims their history: “Creating the finest cakes, pastries and breads for over 65 years!” By sharing a history together, you’re building a relationship. And when you build a relationship with your customers, you develop loyalty.
One of our financial clients is rebranding and their credit union comes from a long line of steelworkers. The founding members created the credit union for the employees who worked in the steel mill. In fact, their main branch still sits within a mile of the shut down steel mill. While rebranding, we’ve kept the story of the steelworkers in everything we’ve done, helping keep the bonds of this history strong while looking toward bigger and better opportunities.
There’s a story behind every company and every customer. Whether your audience builds their own history with your brand, or they connect with you through hearing your story, it’s important to create that relationship. It’s a concept you can work into your marketing plan, advertisements, copy and even graphics. Focus on the story and the people behind your brand – they are the ones who are going to be the face of the brand to your customers. Use a combination of your history and your employees to reach out to those who need to hear about you. You can even use the new Facebook timeline to your advantage as a tool for telling the story.
So what are you waiting for? Pick up a pen and start telling a story.