What It Is:
Commonly, people believe that this is simply the history of the business or brand. While it’s true that it is a major component, a brand story is also so much more.
What a brand story consists of is a narrative that is all your own. The facts and feelings surrounding your contracting company are the core of your brand. Instead of playing show and tell with your brand, a story prompts emotional response. The facts surrounding this include your services, past projects, pricing, history, marketing, craftsmanship, location and reputation.
Regardless of how you feel about it, this narrative exists for your business and everyone else’s. You can have two small-town shops who barely advertise and offer the same services, but someone will choose one over the other based on their story. For example: two pizza parlors. One has the best pizza in town, so Bob likes to go there. However, Charlie’s best friend owns the other parlor, so he likes to go there. Both of these businesses find success in their own right because they have differentiated themselves.
You Do Not Write Your Story Alone
Although brand stories are nothing new, they’re finding new footing in our world of social media and the immediacy with which we can communicate. With “cancel culture” comes the ability to destroy an entire brand in one afternoon following a gaffe. However, this immediacy also brings the ability for a small business to see overnight success through a bit of good press. There are a multitude of examples of brands crashing and burning due to Twitter or Facebook. There are equally as many stories of brands being established in days due to Instagram and TikTok. It seems that everywhere you look, you can find an example of brands who have stumbled hard and, unfortunately, that is now a piece of their brand story.
Up until the past few years, advertising was a one-way flow of information–straight from the brand to the consumer. Now, brands are a conversation amongst many. Your autonomy in creating your own narrative is more limited than it used it to me, which makes it even more important.
Lead Your Brand Story Through Details
While you cannot control every facet of your brand story, you are able to take the reins on it. Throw your unique, compelling voice into it, and stay true to who you and your company are. Let people know why you’re passionate about what you do. Show them what drives your brand and build an emotional connection to your audience. Through these details, you further align your brand and its overarching story.
For example, Disney has achieved great success in building their story. When you go to Disney World, no character actor is allowed to ever be seen out of character. There’s a network of tunnels underneath the park to ensure none of them are ever seen as anything other than that character. They also have signature foods and drinks that evoke only the feeling of being at Disney World. Every facet of the Disney brand is meticulously done in order to maintain their narrative and keep their brand story fully aligned. They are able to lead their narrative through this brand story commitment, leading them to great success.
If you strive to rise to the top of the best contractors in your field, figure out what sets you apart and who your target audience is. Are you eco-conscious? Drive that story to connect with people who are equally concerned with that. Do your remodels reflect a certain aesthetic or lifestyle? Create a narrative that reflects that.
Story is the number one secret in the marketing world right now, and you’d be remiss not to use it to your advantage.