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How to Build a Brand Story That Buyers Emotionally Connect With

In addition to a great product or service, businesses often need something else to gain customer loyalty. Often, that something is the ability of the brand to emotionally connect to the customer. This is especially important when you consider the fact that most buying decisions are not following logical processes, but more emotional path. Brand story can help bridge that gap between the company and the customer. Good brand story will highlight personal benefits to the buyer, and this will hold true even in a business to business marketing. The story should be founded on company values and should serve as a natural extension to its beliefs. Actual stories communicate your genuine nature of the business and will impact the way it is perceived by the customers.

Key Takeaways:

  • A brand story should focus on the personal benefits the potential buyer will receive.
  • Develop authenticity by rooting your story in your brand’s values and goals.
  • Facts or statistics are often forgotten, but a good story will be remembered.

“While having a great product or quality service is undeniably important, these aren’t necessarily the things that will win you loyal customers.”

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