Brand Storytelling to Connect with Customers
Updated: Apr 22
With the ecommerce boom enabling easy access to a plethora of options at their fingertips, the modern day consumer is spoilt for choice. As online retail markets become increasingly saturated, brand owners must find ways to stand out and stay a preferred choice to shoppers. A unique and strong brand story gives customers a reason to support values they believe in by purchasing a product. When done right, brand storytelling can build trust, brand loyalty and allow customers to connect with the brand.
Brands can establish relevance among potential customers by creating engaging stories to help consumers picture how a product might fit into their lifestyle. A study by Edelman found that 87% of customers want more meaningful relationships with brands, and 92% of consumers want brands to make ads that feel like a story when consumed. Sharing your brand story can not only communicate brand values and purpose, but it goes a long way in deepening customer engagement and inspiring a sense of community.
At Una Brands, we love speaking to brands with great stories, and are honoured that we have been able to play a part in sharing some of these amazing journeys with consumers around the world by helping brands operate and scale into new markets and channels.
Sam Richards (Founder of Bellaforte) and Yenti Kushor (Head of Wholesale, previously Head of ANZ Acquisitions)
One of our favourite stories is that of a brand that joined the Una family in October last year, Bellaforte. Bellaforte was born out of founder Sam’s dream to create shatterproof drinkware that was “beautiful and strong”. A born and bred entrepreneur, Sam had been looking for an opportunity in the market when he, quite literally, stumbled upon the idea for Bellaforte after tripping while carrying a tray of glassware to his parents by the pool. As Sam stared at the pieces of broken glass around him, he realised how dangerous things could have been if there had been others around, and set out on his quest to find safer, but aesthetically pleasing alternatives.
Sam’s Bellaforte cups are shatterproof, BPA-free and dishwasher-safe — made of the finest Tritan plastic which eliminates issues like cracking, clouding, and breaking down over time. His story demonstrates how Bellaforte’s products address common pain points in consumers’ lives.
Wondering how you can begin telling your brand’s tale? Creating a brand story is not as daunting as it seems, even for a new or young brand! Companies can apply the four dimensions of brand storytelling to identify opportunities for crafting exciting narratives. This helps to generate story ideas to craft a brand that people can connect with.
1. Know Yourself
Connecting with your customers begins with introducing your brand: Tell us about how your brand got started, its purpose, and vision for the future. If your brand is fairly new and you have not figured this out yet, it might be time to sit down with your team and discuss. While product often comes first for newer brands, being able to share your brand’s story with consumers will allow them to identify values that resonate with them — thereby building a lasting emotional connection that will serve as the foundation for customer loyalty and repeat purchases.
2. Know Your Customers
Sharing your brand’s story should be more than just a one-way exchange. Beyond understanding why your brand exists, consumers will also need to know why your story is relevant to them, and how your product can easily fit into their lives. By showing how you cater to your customer, you deepen current relationships and reach new audiences.
3. Know Your Partners
Showing that your brand is a part of a wider ecosystem better displays the impact customers make when they buy from you. For example, many beauty and personal care brands like Lush, and independent sellers like Handmade Heroes, weave a sustainable and eco-conscious angle into their content and efforts.
Protip: If you're still figuring out where your brand stands in the bigger picture of social causes, start by showing support for causes or issues that align with your brand, or interacting with other brands with similar values. While the causes may not be explicitly linked to your product, it is still helpful in illustrating what your brand and company stands for.
4. Know Your Champions
Identify and spotlight people and/or organisations that live and breathe your brand. These people are a testament to your brand and what it stands for - showing the community that exists.
Give the framework a go and think of some brands that resonate with you. Take your time
to think of a meaningful story for your brand and work towards building a lovable brand.