Tell brand stories and build relationships with customers

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This article is written by Zheng Weiquan and was originally published in “Economic Daily”

[Brand Story](https://wiki.mbalib.com/zh-tw/brand story) gives people an unpredictable and profound feeling. In fact, this is to tell the company’s brand history through narrative techniques, and clearly inform its mission and values, thereby establishing a relationship with customers. Of course, brand story involves more than just company background introduction. It is a strategic tool that can be used to create emotional connections, deepen brand impressions, and establish a unique brand image in the hearts of the public.

Some people mistakenly believe that only large companies need to pay attention to brand. In fact, for small and medium-sized enterprises, brand stories are particularly important for three main reasons:

First, the competitive advantages of small scale. Small and medium-sized enterprises often do not have the resources and scale of large companies, but a good brand story can become their competitive advantage in the market. Through the dissemination of stories, small and medium-sized enterprises can show their uniqueness and innovative spirit. The practices of Fresh Milk Factory and Green Vine are worthy of reference.

Second, build brand identity. Many SMEs have deep cultural and geographical roots, and brand stories can help them build closer ties with local communities, thereby attracting loyal customers. For example, the social enterprise Babaijin developed the “[Taiwan Blue Magpie Tea] (https://www.bluemagpietea.com)” brand and deeply integrated it with Pinglin Baozhong Tea.

Third, effective marketing strategies. For SMEs, budgets are often limited. A compelling brand story is a cost-effective marketing tool that can enhance a brand’s visibility and appeal without requiring large investments.

A successful brand story needs to be conveyed through various channels. Whether posting messages on social media, official websites, or through advertising, the story should be concise and clear, able to arouse emotions, and resonate with the target audience. Here, share some action guidelines for writing and interpreting brand stories:

1. In-depth inventory of the company’s brand: Detailed analysis of the brand’s mission, vision and values to make the target audience feel.
2. Understand the company’s target audience: Research the needs and preferences of target audience, and cater to their needs.
3. Create engaging stories: Combine brand characteristics and audience needs to write authentic and engaging stories.
4. Multi-channel communication: spread the company’s brand story in a consistent style on various media.
5. Continuous updating and adjustment: As the company’s brand spreads and the market expands, it must keep pace with the times and constantly adjust and enrich the brand story.

Take the well-known fashion glasses brand Warby Parker in the United States as an example. The high price of glasses often makes people hesitate to buy it. The brand story of Warby Parker begins by solving a problem that many people encounter: one of their founders was inspired by losing his expensive glasses and decided to create an eyewear brand that provided fashion, high quality and affordable prices.

Warby Parker communicates this story through its official website, social media and physical stores, and their “Buy One, Give One” program is deeply rooted in the hearts of the people, which means that for every pair of glasses purchased, they will donate a pair to someone in need. We can see how the brand story affects the operation of the brand. We can see the clues from this brand story. It not only establishes an emotional connection with customers, but also demonstrates corporate social responsibility, making Warby Parker stand out in a highly competitive market.

It’s true that writing a memorable brand story is an art as well as a marketing strategy. It requires deep brand understanding, audience insights, and creative expression. Think about the cases of [Apple](https://zh.wikipedia.org/zh-tw/Apple Company) and Starbucks. When the company’s brand story resonates with the target audience, then the brand is more than just a name. It will become an experience and memory, leaving an indelible and good impression in the minds of consumers.

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Further reading

• Make good use of punctuation marks to strengthen sales promotion
• Master five basic principles to help you write an eye-catching press release
• Workplace Improvement Techniques in the Intelligent Era

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