What’s your creation story?

We all love stories – we grew up being told tales by our grandparents and our parents. Stories fascinate us and gives us a good understanding of where we are from and how we got to where we are.

The same is true of brands; brands have stories and your target audience want to know what your creation story is. They like to know how you arrived at your current position and the struggles you have endured to nurture your brand to what it is. Every successful brand has a story to tell and how well you tell your story says a lot about you and what you stand for. There are many inspirational stories we have heard of great inventors and innovators, some of which are still fresh in our minds.

We have heard of how Coca-Cola was created by a pharmacist, from a humble beginning in Atlanta and how it has evolved to be the biggest beverage brand in the world; how Steve Jobs and two of his friends started the Apple company from the garage of his parent’s home with the aim of developing and selling computers (imagine how that has evolved over the years!), we know how Bill Gates co-founded Microsoft with his friend Paul Allen and how it has become the largest computer software company in the world!

Often times brands are in a totally different place than where they started from, and this could provide a source of inspiration for their customers/consumers. As you define your story, people may be able to find similarities and identify with your struggles. While it is good and exciting to showcase what you are all about now and your aspirations for the future, a peep into your humble beginning and your heritage enriches the entire perspective of your brand.

While telling your story keep in mind what will make your target audience interested in listening to it over and over again:

·       Make It original: No two stories are the same and your story is very unique to you. They possibly want to know what is interesting about the founder and the inspiration behind the brand.

·       Humanize it: Emphasize the emotions around your brand story; what makes your story compelling? While your creation story generates new insights about you, at the same time it strengthens the bond between you and your target audience. Telling your story shows the human side of your brand which your consumers can easily relate with.

·       Tell it truthfully: Say it has it happened. Your audience deserve only the truth and this should be the bedrock of your creation story. Tell your story truthfully in an interesting and engaging manner.

·       Be authentic: People want to relate with brands that are real and authentic. Don’t talk above the heads of your audience, tell your story in plain and simple language that they can understand.

·       Be proud of your heritage: You don’t have to own a multinational brand before you can tell your story. How have you evolved over the years? Demonstrate how proud you are of what you have achieved and transfer that passion to your customers.

 Every brand has an original beginning, and your background and experiences make you unique; how about sharing your story with your consumers, they want to know more about you!