Behind every successful brand lies a good story. When you think of brands, you think of those that left a lasting impression on you. Like Apple, with its innovative products and minimalist designs, or Nike, with its iconic “Just Do It” slogan and inspirational marketing campaigns. Their success was built on more than just products or services; they crafted a story that resonated with their target audience.

Business owner writing her brand story.

In this blog, we discuss how to craft your own brand story, how to share it and explore examples of brands that did it well.  

Find Your Unique Story

Everyone has a unique story to tell. Start by exploring why you started your small business – the vision, passion, and challenges that inspired you. What were the moments that shaped your values and mission? Take some time to define what your business stands for and how it impacts the lives of your customers.

Here are some common themes:

  • Environmental Sustainability
  • Social Impact & Giving Back
  • Community Initiatives
  • Customer Service
  • Innovation
  • Health & Wellbeing

Think of Your Audience

Identify your target customers and gain insights into what makes them tick. What are their needs, desires, and pain points? It’s not every brand that will resonate with everyone, and that’s perfectly okay. Instead of trying to appeal to a large audience, focus on creating a story that connects with your target market. You’ll strengthen the bond with your core customers, who will appreciate the authenticity and relevance of your brand. As it begins to thrive, others will take notice and want to join in.

Get Your Story Across

1. Get Your Customers Involved

Let your customers do the legwork for you. For example, highlight a testimonial or success story from a customer who experienced a transformation with your products or services. Getting customers involved will strengthen your brand’s credibility and builds trust.

2. Engage With the Community

Host interactive events or online discussions where customers can express their thoughts together. Encourage them to share personal anecdotes and how your brand played a role in their journey. Creating a community and engaging with it humanizes your brand, making it more relatable.

3. Use Storytelling in Marketing

Integrate your brand story into your marketing strategy. Use storytelling in your content marketing, social media campaigns, and advertising to create a unified brand experience.

4. Be Consistent

Make sure your story is in all aspects of your brand, from your website and social media to marketing materials and customer interactions. A unified story where all employees are on board creates a strong brand identity and reinforces your key messages.

5. Evolve With Your Brand

Like individuals, brands grow and experience change. Stay familiar with market trends, customer feedback, and industry changes. If needed, adapt your story to reflect your brand’s current goals and values, making sure it stays relevant to your audience.

Tracking & Reporting

Keep a close eye on these key metrics to track your brand’s influence on customers:

Customer Engagement: Measure likes, shares, comments and click-through rates on your social media content.

Brand Awareness: Look at website traffic, total followers on social media and brand mentions.

Customer Loyalty: Track repeat purchases, customer retention rates, and customer satisfaction scores.

Customer Surveys & Feedback: Ask questions related to your brand and gather feedback to understand how it influences consumer behavior.

Brands That Nailed It

1. “Worn Wear Initiative

Patagonia’s brand story centers around environmental sustainability and ethical practices. They produce top-notch outdoor clothing while advocating for conservation and responsible consumption. Initiatives like “Worn Wear” encourages customers to repair and recycle their used Patagonia clothing items rather than discard them.

2. One-for-One” Giving Model

TOMS’ brand story is about their “One for One” giving model. For every pair of shoes purchased, they donate a pair to a child in need. Their mission is to improve lives through business. Their story has resonated with consumers who want to make a positive impact with their purchases. They’ve also extended their giving to include eyewear and clean water initiatives.

3. It’s All About the Experience

Airbnb’s brand story revolves around the idea of connecting people from different backgrounds and cultures through travel experiences. They’ve made it a habit to share the stories of both hosts and guests, creating a sense of trust with customers. Their approach has made it a popular choice for travelers looking for unique and meaningful stays.

The Key Takeaway

The story behind your brand is not just a collection of words but a tool that connects with your customers on a deeper level. Remember, the power of your brand isn’t about what you offer, but the story you tell. So, don’t be afraid to share that story and build an emotional bond with your customers that’s more than a simple transaction.

At OnDeck Canada, we’re all about providing easy and quick access to financing for small business owners across Canada. If this resonates with you, stay connected by following us on Facebook, Instagram, or LinkedIn. For more information on our financing solutions and resources, visit our website.