Why your brand should tell a story

Creating the perfect brand for your business isn’t a simple task – and the stakes are high. Get this right and you’ll help to maximise your sales and secure your long-term success; get it wrong and your company could quickly fall out of favour with consumers and you might even struggle to stay afloat. Part of getting your branding right is making sure you have a story that resonates with your target audience. Here we take a look at a few of the reasons why this is so important.

It helps you to stand out

In a blog post, marketing experts Appco UK point out that having a story can help your business to stand out. The company, which also provides face-to-face fundraising services for a wide range of charitable organisations through Appco Group Support, states that having a compelling narrative that reflects the ethos of your business can help to get you noticed.

Especially in a crowded market where it can be hard to differentiate yourself from competitors on the basis of quality or price, having a strong, well-articulated story that grabs people’s attention and makes them sit up and take note of what you have to offer can be hugely important.

It creates a feel-good factor

A suitable narrative can also give your customers a feel-good factor when they buy your products or services. Whether your story is about personal aspiration, healthy living, being an ethical consumer or some other central theme, this could play a big role in persuading people to part with their money. These days, many consumers are looking for more than just goods and services. They want to feel positive about themselves when they make purchases – and the right story will help ensure they do.

It enables you to create an emotional connection with customers

A strong brand story can also enable you to create an emotional connection with your customers. If people feel like they understand your ethos and they like it, they’re more likely to stay loyal to your business and make repeat purchases. Fostering long-term relationships with consumers in this way can be great news for your bottom line. After all, repeat customers are worth more to your company than single-deal customers. Also, it’s a lot cheaper to keep existing customers than it is to reach out to new ones.

Appco highlights the fact that in order to get your brand story right, you’ll need to make sure you have a clear idea of exactly who you’re trying to appeal to. The company notes that to create an attractive image, you have to understand your customers’ desires, needs and shopping habits. Conducting thorough market research will help you to build up an accurate picture.

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