When it comes to the holiday season, it’s important for any brand to find their roots and reflect on where they came from. It’s a sentimental time, and consumers are always on the lookout for a likable brand that they can resonate with. Telling your brand’s story is a great way to humanize what many people may see as a faceless organization, but there’s a right and wrong way to go about it. Today, join us at K. Cradley & Co. as we offer a window into the literary elegance that brand storytelling can be and hopefully give you the spark you need to tell your own brand’s story.
What is Brand Storytelling?
The story of your brand is fundamental to its overall success. Your story is the foundation that creates outside intrigue and lasting customer relationships. It needs to be deep but digestible, relatable but unique, and it must be omnipresent regardless of when or where a customer might see it. Your story may change over time, whether it be by choice or by the whim of our society’s ever-changing values, but it must consistently be your own.
A good brand story is particularly able to tie itself back to the product or service that it is selling.
Leading by Example
A great way to get a grasp on how to tell a good story is to read one yourself, and a brand with a particularly good story to tell is Warby Parker, a company that specializes in quality glasses at a fraction of the cost of other brands. Their story is simple and relatable to anyone who’s had to wear glasses:
“Our founders were students when one of them lost his glasses on a backpacking trip. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining.”
And right there, they’ve already presented the problem that the brand wishes to solve. In just two short sentences, they’ve told us a story of who they are, what motivated them to start their journey, and the solution to a particularly potent problem for consumers.
Now that we know what good brand storytelling looks like, let’s underline some of the core attributes that you can use to make your brand really stand out.
1. Highlight Shared Values
Start by identifying values that your audience holds dear. For the holiday season, these often include family, gratitude, giving, and togetherness. Weave these themes into your story to show that your brand isn’t just a business—it’s a part of a larger community that shares their beliefs.
For instance, if your company has a tradition of giving back during the holidays, make this part of your narrative. Share stories of the causes you support and the people you’ve helped. This creates an emotional bond and positions your brand as one that cares about more than just profit.
2. Keep It Relatable
Your story should feel real and relatable. One effective way to do this is by centering your narrative around people—your founders, employees, or customers. Highlighting their journeys, challenges, and triumphs humanizes your brand and makes it more approachable.
For example, if you’re a small bakery, talk about how the family recipes you use have been passed down for generations and how your team pours love and dedication into every batch. This personal touch can evoke nostalgia and create a stronger emotional connection with your audience.
3. Use Visuals to Enhance the Story
A picture truly is worth a thousand words. Pairing your story with compelling visuals, like photographs or short videos, makes it more memorable. Warby Parker offers many such visuals on their website, and they all give this feel of hand crafted glasses that were made by people who care. Such visuals add authenticity and charm to your narrative.
4. Embrace Vulnerability
In an era where audiences value transparency, it’s okay to share moments of struggle or imperfection. Being open about challenges your brand has faced—and how you’ve overcome them—makes you more relatable. Customers love rooting for the underdog or celebrating a brand’s comeback story.
5. Call to Action That Resonates
Lastly, your story should guide your audience toward action. Whether it’s supporting a charitable initiative, purchasing a product, or simply following your brand online, the key is to align the action with the emotional journey you’ve taken them on.
Wrapping It All Up
Brand storytelling is a powerful tool that connects you with customers on a deeper level. By sharing your roots, values, and vision in a way that resonates, you can transform your brand from a faceless entity into a relatable, memorable part of your customers’ lives.
This holiday season, let your brand’s story shine. Whether it’s through a heartfelt social media post, a short video campaign, or a thoughtfully crafted blog, use storytelling to build trust, evoke emotion, and, ultimately, create lasting engagement.
At K. Cradley & Co., we believe every brand has a story worth telling. Let us help you uncover yours and turn it into a masterpiece that leaves your audience inspired.
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