How to build a brand story that buyers connect with emotionally

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How to build a brand story that buyers connect with emotionally
How to build a brand story that buyers connect with emotionally

An excellent product or high quality service is undoubtedly important, but these are not necessarily the things that bring you loyal customers. Most often, buyers are influenced by a brand’s ability to make emotional connections with them. Indeed, Professor Emeritus of Harvard Business School, According to Gerald Zaltman, 95 percent of our buying decisions are made in the subconscious, where they are based on emotions rather than “logical processes”.

The best way to promote an emotional connection that affects buyers is through the history of your brand. However, if you want your story to have some strength, you need to build it up properly.

Regardless of what product or service it is, you focus on personal and individual benefits as part of your story. Photo:

Focus on personal benefits

Brand stories should always focus on the person making the purchase. Although B2B products and services are intended for an entire company, it is important to remember that a person makes the purchase and uses their products or services on a daily basis.

Martha Mathers of Gartner writes for Adobe CMO and explains how “her company’s research has tested the impact of more than 70 brand benefits on a variety of business outcomes”, testing both the logical attractiveness of the business value of a B2B brand and B. emotional Attractions for your personal value for individual employees.

Mathers explains: “We examine the impact of these two categories of benefits by analyzing their increase in 14 business outcomes, including consideration, purchase, premium payment and defense. The data shows that through this collection of business outcomes, personal value has twice as much impact as business value. “

Regardless of what product or service it is, the focus on personal and individual benefits as part of your story becomes more attractive to potential buyers. Logic-based thinking can be a useful addition, but make the individual your main focus of the narrative.

Expand your story from your own values ​​and beliefs

Today’s buyers have a keen sense of telling authentic and non-authentic stories. If you want to make a meaningful connection, your brand history should of course come from yours. If your values ​​influence the history of the brand, buyers will recognize you and react to them.

Customers won’t respond to a false narrative that doesn’t reflect who they really are. Photo: Shutterstock

In an email conversation, Alan Vu, co-founder and CEO of Here Now Supply Co said: “The idea of ​​mindfulness and the present was an important point in the unification between my father and me, especially when I started working on e- Help Commerce. It even influenced the name we chose for our brand. “

Our product designs reflect the same mindset as our donations to environmental charities. All of this comes from our shared values, so none of it feels forced, and I think our customers really recognize that. “

Stackla’s consumer research shows that 86 percent of consumers identify authenticity as an important factor in the brands they support, but 57 percent believe that less than half of companies create truly authentic content.

To ensure that your storytelling is truly authentic, all branding efforts must ultimately come from your values ​​and goals. This will attract like-minded customers who see your brand’s support as a reflection of their values. Customers will not respond to a false narrative that does not reflect who they really are.

Activate a real emotional reaction with true stories

Too many advertising measures (especially in digital and B2B environments) tend to focus on the presentation of basic facts or statistics. Although these can be useful in the right context, they are not a story. You will quickly be forgotten or overlooked.

Presenting a real story that shows the personal benefits someone has enjoyed through your brand helps other buyers. Photo:

The importance of true storytelling was highlighted in a 1969 Stanford study asking students to remember 10 sets of words. The group was divided into two groups of students, one of whom was asked to create a story for each group of words. In a later test, the storytelling group consistently remembered more than 80 percent of their words, while the control group rarely remembered more than 20 percent.

A similar principle applies to your brand. If you place your products and services in the context of a story, each story immediately becomes much more memorable than a digital banner that lists the current sales prices.

Pixar author Matthew Luhn, who writes for AdAge, notes that commercial stories have to be tackled like any other storytelling challenge: connecting with the audience through shared experiences, showing change, and a clear beginning, a clear middle, and a clear one Offer end.

This is part of what makes case studies and testimonials so effective. By presenting a real story that shows the personal benefits someone has enjoyed through your brand, other potential buyers can better understand how you can help them. Real life stories that are presented convincingly make your brand even more unforgettable.

A good story contains aspirative, emotional, and experiential elements that when made public, make a difference. Photo:

How are you going to tell your story?

The right brand story can have a strong impact. It will affect how customers perceive your brand and your relationship with it. It can serve as a meeting call for like-minded people. If done correctly, it will help you achieve brand loyalty for life.

Take the time to make your brand story really emotionally effective. Perhaps it is the most important thing that you do for your company.

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