THE BROAD STROKES
We operate in an industry that is all about the story. For better or worse, the average visitor is not going to take away much more from a video detailing the entirety of your production process or a guided tour at your distillery than the bare bones of your brand narrative. Most successful brands realize this and do everything in their power to strengthen those basics. Here are a couple of rules to follow regardless of the content of your brand narrative:
EMPHASIZE SHOW OVER TELL
Avid readers will know this one intrinsically — a story is so much more impactful if the author puts in the work to illustrate it with details and intuitive thinking instead of listing vague qualities. Consider the way that your consumers are interacting with your brand. What are you offering them? Decide to approach your narrative by selecting an angle that will actually connect with a smaller subsection of the general population and trust that your brand will grow from there. Random, bland mass-marketing rarely sticks, and when it does it’s always a startup away from being relegated to the shadows. Connect with your audience by showing them the values that matter to your company and the people who work there.
DON’T FORGET THE LONG-TERM ARC
You can write a short story for your brand, but don’t forget to continue working on the long-term arc as you progress. Your audience will continue coming back if they know that there is an evolution to the story being told, that your brand is growing as you do. Consider some challenges that a “hero” in a story might have to overcome and then incorporate them into your marketing. If you’re a small business owner, you likely can pull that information from your own life. Weave these challenges into your story over time so that it’s a dynamic saga rather than a one-off. An ongoing narrative arc will give consumers the opportunity to become invested in your company.
Once you’ve identified the values that matter most to your brand, do your best to remain consistent. With the inundation of advertising material these days, consumers are becoming very adept at spotting inauthentic brands. If you align your company with certain values, stick to them; otherwise, you will run the risk of losing customers.
OPEN YOURSELF UP AND ALLOW YOUR CONSUMERS TO GET AN IDEA OF WHAT’S AT THE CORE OF YOUR BUSINESS
Your mission and passion are likely at the heart of your brand’s origin story. Don’t shy away from discussing the ways in which they impact your operation. An origin story is the opportunity to humanize any brand. If you present yourself as not just another company but as a group of people who have had to face challenges and overcome adversity just like anyone else, that will go a long way towards establishing trust with your customers. Invite your audience in by sharing with them the vision for the brand and connecting it to elements they care about.
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The magazine for craft distillers and their fans.