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BRANDING

Tuesday, 26 February 2019 4:17

The Story Behind Every Successful Brand

By - Michael Rader

A successful brand is often the result of a lengthy thought process, backed by human experiences and emotions. A lot of entrepreneurs base their branding on something personal, something that left a permanent mark on their personal lives. As such, they want to incorporate this experience in their professional lives by making it an integral part of their branding process.

But how can you achieve this? How can you make your personal story work for you professionally? Personal experiences can be highly emotional. Suffice it to say, in most cases, it won’t be a very good idea to pour all your emotions into a business brand, especially not the overly negative ones. The art is to extrapolate the factors that had a positive impact and transform these into a well-told story.

Why do people like stories so much?

Think about the moment when you first meet someone. The first thing both of you will do is ask questions and then answer those questions, often with a short story. When someone asks about your hobbies, you will likely include details of why and where you started them. This makes your personal experience more tangible and relatable; your audience will feel what you feel.

The ultimate goal is always to connect. To another person, or to a whole audience. Science has confirmed that people are literally hardwired for stories. Almost every important subject can be passed on to others through the art of storytelling, in order to make it more acceptable. Stories instill empathy and sympathy and this is exactly why every single person on this planet likes to hear them.

Storytelling is a fantastic way to get your message across

Storytelling leads to a better way of understanding someone else’s viewpoint, but also to a higher level of trust, receptivity, and comprehension. Stories connect people because stories have the power to invoke strong emotions. In the end, we are social animals, and storytelling is a profitable way to pass on knowledge from one to another. This is why it is also a fantastic way to make your brand visible and understood by your audience.

When you are creating your brand’s story, it is important to stay true to yourself and your values. You want to tell a story about yourself or something you do well, and your audience will only welcome it if it is genuine and authentic. Your story should clearly illustrate how your brand will matter to the lives of your audience.

How to tell your personal story in a professional way

Your personal story will only fuel your brand if it is able to show your audience the actual value of your product. At the very least it will enable people to see you for who you really are, which will build trust and a sense of recognition. You can add bits and pieces of your personal story in various strategic places, such as your slogan, your about page and maybe even in meta descriptions.

The main objective is to engage your audience by creating a brand that tells a coherent personal story they can relate to. They will buy from you because they can clearly see what you sell, why you sell it, what you stand for and how your story connects these elements. Thus, the consumer is able to understand the basics that your business embodies (because your brand explains this clearly). It’s not easy but it’s worth the work, I promise.

Last modified on Monday, 04 March 2019 9:19

Michael Rader

With over ten years in web development and design, Michael Rader has expertise and technical know-how. But more than a skilled technician, he is an entrepreneur and innovator who helps startup’s and new businesses identify and define their future with a unique, brandable business name. Michael Rader is the founder and CEO of Brandroot®, a leading .com domain name marketplace. He currently lives in Kailua-Kona, Hawaii where he operates the business and authors a blog dedicated to naming and brand name establishment.


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