Since our birth, we are used to communicating with stories. And what’s better than a good story? This can be applied to your brand identity. Today with the proliferation of media and the rapid adoption of digital channels, consumers are bombarded with thousands of brand messages every day. This proliferation of messages leads to the loss of yours in the wave of your competitors and also results in the loss of your brand identity. Marketing experts estimate that, on average, people are exposed to over 6,000 advertisements each day, making it harder than ever to gain the customer’s attention.
What is my tech brand story?
Every brand has a story. Because at least you had passed through a “moment of creation” where you and maybe your team had a brainstorm about what you want to create and why. So you need to stay focus on this question. Why? Write down what are the past, present, and future of your company. What are your values and why you are different than the other competitors? Sum up why the company exists and for who.
Now create a brand statement, it’s going to explain what matters to your customers and stakeholders and the deeper purpose of the company. This brand statement sums up all your story and will be your external presentation of your company.
Now you can write a brand story creative and original based on this brand statement. But don’t forget that you want to reach a certain target, a certain audience.
Why using a brand story and how?
A brand story is a way to communicate with the world, differentiate yourself from your competition, and create a brand experience that encourages people to engage with you. In fact, storytelling is a strong business skill and when it’s well implemented, it can boost a tech company business in a number of ways. Improving customer loyalty, creating a strong marketing strategy, increasing profit and so on.
A brand story is an easy way to create an emotional link between the brand and the consumers. In part because it is easier for them to understand the values of your brand and how they can relate to theirs. And on the other hand, because it is more interesting for them to watch or listen to a story rather than a simple advertising message.
However, it does not mean that every story can work well. The story you are telling needs to be and feel real and must correspond to the values, history, and culture of your target audience. This way they will identify themselves in your brand story and understand it perfectly.
We can take for example Apple and all their last campaigns which they all based on storytelling and the relation they have with their users. They’ve been ambassadors on this kind of campaign, they were one of the first to understand the usefulness of storytelling, especially for a technology brand.
For example their last advert “behind the music. behind the mac”
Simply, stories are very engaging. Whether you are using a story in a speaking event, an advert or in front of stakeholders, you are less likely to lose your audience’s attention. This is why people who speeches frequently begin presentations with stories. Stories are very helpful for the audience’s understanding.
But how to create a good story with your tech company?
1. Start by thinking like your customers
The better way to communicate well with someone is by beginning by thinking like him. In the tech business, it’s the same. You have to make the effort to think like your target. Try to put you in their shoes when they arrive in front of your brand. What’s he thinking about you? What would make them want to engage with you and not a concurrent? How can he feel concerned about your message?
This exercise needs to be done even more in those days where the consumers are more and more informed and conscious about what you and your opponent propose. As a result of this, you need to understand very well their needs and completed them perfectly.
2. Simplified the very essence of your message
To create a good message to share with the public you need to be sure what is the essence of your message. This way you can’t lose the consumer with a story that doesn’t have any link with your base message. This message needs to be clear and understandable by everyone in your target audience, even if it’s a very large audience.
You need to have the clearest messages for a simple and easy understanding for each of your consumers. Your customers do not necessarily have all the information about your products but they should not have to make an effort to understand your campaign.
3. Create Emotion in the Consumers Mind
The goal of a story is giving emotion, so the message will be understood and integrated into the consumer’s mind. You want him to think like you and act in a good way with your tech brand. You need to give them a reason to care, a reason to buy, and a reason to stay. People don’t buy from making logical, rational buying decisions. They make emotional decisions and then justify those decisions by rationalizing them with facts.
4. Put your customer in the centre of your story
Telling a story around the “life” of your consumer and the relation you have with them will, even more, involve them in it. They will feel concern about your brand and her history. The brand story shall put them as the hero of it this way they will consider themselves as useful for you. To achieve this goal you have to select specific elements that elicit the strongest emotional response, some words, sentences, anecdotes…
A good example of TV spots that have created a buzz is the Sainsbury’s Christmas 2018 advert, ‘The Big Night’. This advert is full of emotion and takes up a scene that many parents (who are their targets) have already experienced. And this spots brings back memories and a feeling of nostalgia.
After you have done all those steps, you will have a strong story that will inspire your consumers.
“Storytelling is about taking someone on a journey with you” – Robert Fogarty
Now you need to share this story, discover with us how to share your tech brand story, where to share it, and how we can use it for your tech company business development.
Article was written by Ambre Kerleau