In a crowded eCommerce marketplace, telling your brand story helps you stand out from the competition. Your brand is more than just your logo, and when you build your brand story, it allows you to showcase what sets your brand apart, your unique identity and values, and the reasons why customers should choose your products or services over others.
A compelling brand story can also evoke emotions and create a deeper connection with your target audience. When you share your brand story, you humanize your business – this helps build trust with potential customers, as they can relate to your story and understand the values that drive your brand.
It isn’t an overnight task, of course. Building a brand story requires time and consistent effort but it can be worthwhile in the long run and boosts a company’s worth. Here are some ways to incorporate your brand story into your eCommerce business and tell a brand story that stays on your customer’s mind:
Be authentic: Every business is unique, so there’s no exact formula for a winning brand story. However, always be genuine and true to your brand values, mission, and history. Instead of copying someone else’s story, consider what’s special about your brand and try to convey that to your audience. Highlight important facts about your brand and share the story of how your brand was founded, its purpose, and the journey that led to its present state.
Be consistent: When there is inconsistency in a message or story, your message becomes less powerful. Ensure that your brand story is consistently communicated across all media and touchpoints, including website copy, product packaging, social media or blog posts, and customer interactions. This reinforces your brand identity and message. From the moment a customer interacts with your brand to their post-purchase experience, consistency in the brand’s values, messaging, and visual elements should be evident.
Use compelling visuals: Visuals play a crucial role in storytelling. In a world saturated with information, visually appealing content stands out and grabs attention. A distinctive logo, for example, will help your customers remember you better. Utilize appealing images, videos, and graphics to visually narrate your brand story. By using images, videos, illustrations or even a color palette that align with your brand’s values and messaging, you can create an emotional connection with your audience and make your brand story more relatable and memorable.
Engaging product descriptions: Product descriptions provide an opportunity to infuse your brand’s unique voice and tone into the narrative. Consistency in the language, style, and messaging used in product descriptions helps reinforce your brand story and creates a cohesive experience for your customers. Write descriptions that not only highlight product features but also incorporate elements of your brand story. If sustainability is a core value, for example, you can highlight eco-friendly materials or responsible manufacturing processes. Explain how your products tie into the larger narrative of your brand and the value they bring to customers.
About Us page: While not every visitor will hit that About Us button on your website to learn what your business stands for, it is still important to dedicate a well-crafted “About Us” page on your website and other touchpoints, to share your brand story in detail. Use this space to convey your brand’s unique selling points, values, your vision and mission and the experiences you aim to provide to customers.
Customer testimonials and reviews: Consumers can be tremendous brand advocates and therefore be excellent storytellers on your behalf. In eCommerce, because customers don’t come in contact with the product before making a purchase, they rely heavily on other people’s reviews and feedback. Showcase customer stories and encourage them to leave reviews or testimonials that demonstrate the positive impact your products or services have had on their lives. This helps potential customers connect emotionally and see the real-world impact of your brand. Use user-generated content to build engaging, authentic marketing campaigns.
Social media storytelling: Leverage social media platforms to share snippets of your brand story and make customers part of your company story. Use a combination of posts, images, videos, or live streams to engage with your audience and share updates, milestones, and unique aspects of your brand. Interact with your audience and be sure to respond to comments and reviews, republish content your customers generate about your products, and listen to your customers’ opinion.
Influencer collaborations: The more your brand resonates with your customers, the more likely they are to keep coming back, interact with your brand, and share your content. By partnering with influencers whose values and target audience align with your brand, you can tap into their established communities and extend your reach to a wider audience. Influencers are also skilled storytellers who know how to engage their audience and connect with them emotionally. By sharing their personal experiences with your brand, they can authentically advocate for your products or services.
Brand storytelling is one the most powerful ways to breathe life into your brand and build a bridge between you and your audience. In eCommerce in particular, it is about creating an emotional connection with your audience who you can’t meet face to face, building trust, and conveying the unique aspects of your brand that differentiate you from competitors.