Brand Story is a relatively new term in business and marketing. It has come about in recent years as businesses are becoming content creators in a digital and social world.

But do you know what it is and why you should have one? Put simply, it does as the name implies – it tells the story of your business. But it goes beyond the nuts and bolts of what you do or offer. It should spark emotion and connection. It should have personality and give readers an insight into the people behind the business. It should delve into your why as well as the who, what and how.

Why you need one

Social media and the online world have opened up many opportunities for businesses to reach customers, but it has also saturated the market with information.

Consumers, customers and clients have to sort through what is and isn’t relevant to them – and they often do it quickly.

When they are looking at the same thing provided by multiple businesses, it is the connection they feel to you that will grab them. When other businesses are offering A, B and C, you should tell people why A, B and C is your passion and why it is important to you.

How to use your brand story

In marketing, repetition is king and a brand story will not only help you tell your story every time, but it will help you be consistent in the way you do it, strengthening your branding. The simplest and easiest way to use a brand story is to have it on your website, and then add it to your online bios. Social media platforms including Facebook, Instagram, YouTube and LinkedIn and Google all have a space for your brand bio or story.

If you want to take the next step, turn your brand story into a video – there is nothing more powerful and emotive than a beautifully-produced video to tell your story, no matter what your business.

At Crush Communications we believe great stories need great storytellers. With more than 30 years of experience in journalism, public relations and marketing, we excel at helping businesses shine a light on their business.