How to Build a Brand Story – Seeing Beyond The Pictures

by Manas Chowdhury
9 minutes read

Text and visual components can both be used to tell your brand’s story. Visual branding extends beyond what people see. Remember, social media platforms are going to prioritize this kind of content in the future.

How do companies visually tell their brand story? 

54% of internet consumers want to watch videos from brands they follow, which indicates how important video content-marketing has become to branding. For instance, the way businesses use visual imagery can have an effect on conversion rates and a company’s bottom line.

Breaking the fourth wall and using emojis to convey stories are just a couple of tactics for producing visual content that might assist in converting followers into buyers. Additional strategies for showcasing your unique brand story include playing with statistics and making short-form videos to accommodate declining attention spans. 

Additionally, employing visual branding strategies can raise engagement with your target market, which could lead to an increase in conversion rates.

Understanding the Fourth Wall to Develop a Brand Story and How to Break It

Businesses won’t encourage people to buy their products if they restrict product descriptions to read like dry manufacturer specifications on product pages and eCommerce websites. For example, You can connect with your audience by including your brand story on product pages. 

You can communicate with your audience directly by explaining the motivations behind the creation of each product. How do you address your audience directly? Breaking down the fourth wall allows your company to communicate with customers directly.

What does a fourth wall exactly mean? According to Studio Binder, “the fourth wall is the screen that we’re watching.”

Filmmakers use a variety of techniques to communicate with audiences. These tools include lighting, scripts, actors, real objects, and more. This wall would be broken by speaking directly to the audience, which is a creative choice each director must make. 

Key ComponentsDescription & Importance
Brand Narration with ImageryUse dynamic visuals to convey your brand’s uniqueness. Avoid generic photos; opt for animated images that tell your brand story.
Engaging Product DescriptionsEnsure descriptions are vivid and engaging, not just mechanical facts. Add the story behind each product to captivate readers.
Holistic Visual BrandingModern branding is a blend of text and visuals. It should feel like a two-way conversation, not a monologue.
Inclusive Video ContentVideos are powerful, but make them inclusive. Add captions to ensure they’re accessible to all, including the differently-abled.
Emotional Connect Through MusicEnhance your videos with music that mirrors your product’s essence. Evoking the right emotions can enhance brand loyalty.

Crafting Product Descriptions that Reflect Your Brand’s Story

Ever felt like eCommerce websites sometimes read like a manual? Drab, detached, and a tad too machine-like? Well, you’re not the only one. 

Plowing through a sea of product blurbs that sound like they’ve been copy-pasted from a droid’s journal? I feel ya. But hey, guess what? It’s 2024, folks! Time to jazz it up.

Narrate Your Brand story with Vivid Imagery

Trash those vanilla, snooze-worthy descriptions. And please, for the love of all things zesty, add visuals that sizzle and dance, not those antique static snaps. Imagine dynamic, animated captures that spill the beans on your brand’s sass and substance.

When a stray soul lands on your product realm, don’t just give ’em a sales pitch. Transport them. Unravel the tales, the drama, the passion behind every offering. It’s not just transactional, folks. It’s about weaving a brand of lore so captivating; they won’t know what hit them.

Let’s Talk Visual Branding: Breaking the Walls Down

Tired old guidelines on visual branding? Ditch ’em. The game has changed. A holistic approach that involves a symbiotic blend of textual and visual content is the way forward. This way, it’s not a monologue anymore; it’s a conversation. 

A back-and-forth chat that doesn’t just inform but also engages the customer, nudging them a step closer to that coveted “Add to Cart” button.

Bring On The Video, But Make It Universal

Videos are fantastic. They’re interactive, dynamic, and can compress a ton of information into a few seconds. But here’s a tip to kick it up a notch: Add captions. 

In this age of inclusivity, ensuring that your videos are accessible to everyone, including the differently-abled, is crucial. It’s not just about widening your audience base; it’s also about building a brand that’s sensitive, inclusive, and humane.

A Musical Journey: Evoke Emotions with Tunes

And lastly, let’s talk about tunes. Ever realized how a piece of music can trigger a memory or a feeling? Well, apply that to your product videos. Lace your videos with music that evokes emotions. 

Choose tracks that mirror the essence of your product. Whether it’s the gentle strumming for a vintage product or a peppy beat for something vibrant and youthful – make your customers *feel* the product.

Narratives in Business: Sharing Your Brand’s Journey

Let me take a wild guess – you’ve had more than your fair share of gurus and experts drumming into your ears about the paramount importance of communication, right? But here’s the kicker – it’s not just about blabbering away. It’s about the soul behind that communication. The crux, the essence, the intention.

Diving deeper into the intricate web of marketing strategy and communication, there’s one pivotal element that often gets overshadowed – the art of narrating your brand’s unique journey. Think about it. 

If you can’t passionately and articulately share your own brand story, why would your potential customers feel a tug at their heartstrings? That lack of a heartfelt bond, that absence of an emotional connection, might just be the nudge they need to let their fingers do the walking… right over to a competitor’s welcoming embrace.

You see, it’s not just about telling. It’s about making them live your story. And if you miss out on this, they might just pick another storybook from the vast business library out there. So, before they drift away, ask yourself: Are you just narrating, or are you truly sharing your brand’s epic odyssey?

How to Write a Brand Story?

Are you serving up a slice of your personal journey when you lay out your brand’s story, or are you unraveling the grand tapestry that showcases your company’s ethos? Many entrepreneurs hit a snag when it comes to painting the vivid canvas of their brand’s story. And it’s a darn shame, considering the rich tapestries many companies have as their origin stories. 

Authenticity is the name of the game. Your story shouldn’t just be another drop in the ocean; it should be the wave that rises above. Welcome to the digital-marketing age – how you narrate your brand story shapes its online reputation. To snag attention and ignite interest, visualize your brand’s evolution.

Dig into most company websites, and there’s that “About” section. But it shouldn’t just be a full rundown of achievements. Instead, it’s your space to connect. Beyond the shiny awards, showcase the real struggles, the breakthroughs, the moments that define you.

Your “About” isn’t just an information hub. It’s a treasure trove, an opportunity to showcase the human side of your brand. By diving into your brand’s journey, you create genuine bonds. You’re not merely selling a brand; you’re narrating a story, and there’s magic in a story well-told.

Tracing the Evolution of Your Brand’s Story

Here’s the inside track: Spinning a gripping brand story is both an art and a game plan. You’re not just writing a history; you’re stitching together emotions, moments, and memories.

Consider this your toolbox, a not-so-ordinary list, to craft a narrative that doesn’t just say, but emotes. Here’s how to breathe life into your brand’s legacy:

  1. The Genesis – Begin by encapsulating the fervor, the burning drive that led you to plant the seed of your business. What was that eureka moment or that simmering restlessness that made you say, “I have to start this!”?
  1. The Heartfelt Connection – Delve deep and introspect. How does it feel knowing you’re making a difference in the lives of your consumers? It’s not about transactions but the relationships you’re building.
  1. Stories of the First Step – Journey back to that pivotal instant. The first action, be it a small investment, a business plan scribbled on a napkin, or a handshake that sealed the deal. What was that catalyst that translated your dreams into reality?
  1. From Humble Beginnings to Towering Achievements – Take your audience on a journey. Share the milestones, the highs, the lows, and everything in between. Make them root for you, showing them the chapters of growth, transformation, and evolution.
  1. Visual Magic with Video HighlightsWords are potent, but videos? They’re magic. Stitch together pivotal events, moments of joy, challenges overcome, and let your brand’s story come alive. Let the visuals tell a story words might miss.
  1. A Social Symphony – Here’s where it gets interesting. Intertwine your narrative across platforms, with bite-sized stories for Instagram and detailed stories for platforms like LinkedIn. Remember, every platform is a new stage, a new audience.
  1. YouTube Diaries – Think of it as an episodic documentary. A chance for your audience to binge-watch the makings of your empire. The behind-the-scenes moments, interviews, and a chance for you to be real, raw, and relatable.

You’re not merely presenting facts; you’re painting a picture, evoking emotions. So, buckle up, take the brush of creativity and let your brand narrative be as dynamic and passionate as your journey. Remember, it’s not about how you started, but the story you craft along the way. 

Expressing Your Brand Story Through Emojis: A Modern Twist

Ever paused to fathom the sheer power of a tiny digital expression? Each day, a whopping 700 million stickers, gifs, and a staggering 10 billion emojis make their way across direct chats. And guess what? With just a gentle tap, your brand could be a part of this visual lexicon. 

But hold your horses! Picking the right emoji isn’t as straightforward as you’d think, especially if you aim to resonate with your brand’s distinct visual flair.

  • Step one: Let’s roll back and dive deep. Conduct a comprehensive brand audit. Understand the heartbeats, the nuances, the very soul of what your brand communicates before even thinking of its emoji counterpart. 
  • Step two: Once you’ve donned your brand strategist hat and perused the audit, weigh in on where and when an emoji or a snazzy gif could aptly replace a chunk of text. 
  • Lastly, the third step? All this takes more than just a savvy marketer; it calls for an astute and agile media marketing squadron to sew in this new visual lexicon seamlessly. 

Remember, while emojis bridge languages, they don’t always wear the same attire across devices. It’s quintessential to grasp the complete narrative behind each glyph before letting it represent your brand.

A Handy Toolkit for Emojis in Brand Narration

The digital sphere is brimming with tools, but when it comes to decoding emojis, websites like Emoji Meanings and Emojipedia are your best mates. Tuck them into your browser’s bookmarks; trust me, you’ll be revisiting them more than you’d imagine. 

Every emoji morphs, slightly tweaking its visage across devices. By narrowing down your focus to specific emoji types, you’re potentially boosting your brand’s recall value. 

And remember, it’s not just about you understanding emojis; it’s about your audience reciprocating the vibe. When done right, emojis can pivot your engagement metrics and skyrocket those click-through rates. So, why wait? Let’s get emoji-nal with your brand! 

Identifying Gaps in Your Brand’s Communication Story

Using color psychology, you may influence how people react to a certain image or message. The first impression that marketers employ to capture their target audience’s attention must be visually engaging. 60% of people decide whether to buy new things based on their color.

Utilizing visual imagery, for instance, can increase consumer engagement and retention. The most crucial aspect of working with data is segmenting consumers based on previous involvement and psychographics. To increase sales, businesses might use focused segmentation.

Your ability to target the ideal customer for your goods or services can be significantly improved by analyzing social media insights and website stats. You may establish your ideal customer avatar by using brand insights to identify the appropriate collection of characteristics. 

Similar to this, statistics can help your business grow more quickly if you can identify the points at which customers leave your website. To increase retention, you must be aware of the points at which your audience loses interest in your content.

Harnessing Short-form Video to Elevate Your Brand’s story

Businesses need to understand where their customers hang out and the reasons why they stop responding to branded messaging. Nevertheless, for a business to survive, it is crucial to capture a portion of the young Gen Z market. 

Most significantly, it is preferable for companies to build a customer base early on and offer excellent customer service and a wide range of products or services. In turn, this promotes client loyalty and customer retention.

How To Tell Your Brand Story On Social Media: The Case of TikTok

TikTok is a significant social media platform that has revolutionized the industry. It has undoubtedly gotten people’s attention and, for the past two years, has competed with Facebook and Instagram. TikTok invented the short-form vehicle that many corporations have yet to master, with over 1 billion downloads. 

The platform subsequently played such a significant part in how consumers are amused, informed, and inspired that other social media powerhouses have attempted to imitate their success. For clarity, short-form video content features like Instagram REELS, Pinterest Idea Pins, and YouTube Shorts have been developed by rival social media platforms.

The Power of Organic Content to Build your Brand Story

Concentrate on free content like social group membership and online billboards to reduce costs. As a result, you can get free exposure for your content by signing up for Facebook Groups or Meetups. 

  • On LinkedIn, you can switch to “Creator Mode” to access new features that emphasize a brief profile video hidden beneath your profile photograph. This can enable you to fill out your profile with more details about your company. 
  • On the LinkedIn network, there are numerous features that actively promote digital content creators. Though, the reach of video is less than it is on other platforms. To draw in new viewers to your LinkedIn Business Page, I advise making use of Live video streaming on LinkedIn.
  • X (formerly Twitter) is becoming a social space. For instance, you can apply for Super Follows, a Twitter Community, and ticketed Twitter Spaces. To be clear, the Super Follows function enables you to charge followers to view your premium content. Super Follows can be used as an additional source of income for your company. 
  • Additionally, Facebook Groups and Twitter can be used to boost sales. You can join an existing group or form your own. You can submit content about your company there, establish connections, and generate leads. Additionally, creating and joining Facebook Groups are also free. You can also nurture your group members to prepare them to convert to paying clients.

Non-Technical Business Owners: Tech Tools to Develop a Brand Story

Let’s keep it real: you don’t have to be a tech whiz to craft an irresistible visual identity for your brand. The digital age has blessed us with numerous software choices, tailored for the non-tech-savvy entrepreneur. 

Harnessing these tools isn’t just about making things look pretty; it’s about giving yourself more time – that ever-elusive resource small business owners are always chasing. So, if you’re looking to give your brand’s visuals a facelift without breaking the bank or spending endless hours, look no further. 

Here’s my handpicked list of time-saving tech gems to elevate your visual brand game:

  • Canva: Think of it as the Swiss Army knife for graphics. User-friendly, with pre-designed templates, it’s your shortcut to professional-looking designs.
  • PicMonkey: Picture editing made a cinch. PicMonkey helps even the most inexperienced of us create stunning visuals, be it for Instagram or that new marketing campaign.
  • Express Adobe Creative Cloud: The name ‘Adobe’ might be intimidating, but fear not! Their Express version is tailored for the non-designers among us, bridging the gap between amateur and pro effortlessly.
  • Snappa: Want to whip up graphics in a snap? With Snappa’s drag-and-drop editor and vast library of visuals, you’ll be churning out designs faster than you can say “branding.”
  • Pablo: Perfect for those eye-catching social media posts. Pablo ensures your brand stays consistent and appealing across all platforms.
  • Crello: With customizable animations and designs, Crello gives you the power to animate your brand story, making it come alive like never before.

Remember, every pixel of your brand’s visual identity tells a part of your story. With the right tools, craft a story that’s riveting, seamless, and unapologetically you. Jump in and make your brand glow!

Engaging Customers with Authentic Brand Narratives and Networking

Here’s the real tea: It’s that genuine brand-awareness that forges those solid gold customer connections. Your brand should be gabbing away about its why’s and how’s, and most importantly, its soul. But hey, simplicity is your friend.

No need to wrap your messages in jargon and fluff. Let’s keep it real and raw. The most epic way to flaunt your brand’s realness? Splashy visuals that dish out your brand saga.

And the million-dollar question: how to get all buddy-buddy with your online tribe? Nail down a killer visual brand persona. Plus, sprinkle in the magic potions I’ve listed above, and voila! Watch your customer conversions soar. Break the fourth wall to address your audience directly. Your company must know “how to create a compelling brand story” for its audience. 

Emojis are a third way to express your communication style. In order to retarget customers, build your brand voice and segment your data. Finally, use a short-form video to make a stronger first impression.

Wrapping Up: The Importance and Impact of a Strong Brand Story

Alright, let’s wrap our heads around this. The attention span of social media users? It’s shorter than that fleeting moment when you see a shooting star. Think about it: Facebook alone rakes in a whopping “3,000 years of video watch time every single day”. Mind-blowing, huh? Amidst the content overload, making someone take a breather and focus on you is no small feat.

But here’s the game plan: With a masterfully spun brand tale, you can not only grab their attention but make it stick. It’s like being the life of a party and being the talk of the town long after it wraps up.

As you deep-dive into engagement stats, watch your brand’s traction, and gauge those conversion numbers, the power of a potent brand narrative becomes clear. It doesn’t just allure; it sticks. In this digital era, that’s the jackpot.

Stories aren’t just for the telling; they should resonate, linger, and spread. Dive into the brand story and watch the impact it has. Ready to set the stage on fire?

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