What Is Brand Storytelling
Every biotech company has a different brand narrative. They may be unique, but not all brand stories are also powerful and memorable.
So why do you need to tell a good story?
Because stories are powerful tools people use to communicate better. And because in an era of unprecedented competition, having a strong brand story is a valuable marketing asset.
It can change how people perceive your brand, and help you forge unbreakable bonds with your customers. It will also help your company show its value, and differentiate your technology among competitors.
And what makes a brand story powerful and compelling?
That’s what we plan to discuss in this article. To help you find your brand identity and develop a well-crafted narrative, we’ll explore the top four elements that make a great brand story. We’ll examine how stories that are authentic can build engagement with your brand. And we’ll look at why simple narratives can impact a brand’s success in no time.
How You Build Your Brand Narrative
Telling your business’s story requires much more than choosing a name or a logo. But before looking at how you write a brand story, it’s important to know yourself.
The first step in building any brand narrative is to know who you are and what you stand for. If you want your customers to trust and relate with your products, you first need to understand yourself as a company.
Why does your company exist?
Why should customers buy from you?
Define what makes you unique and what you stand for. Also, pay close attention to your competitors. It will help you have a more clear understanding of your strengths and weaknesses.
Once you know who you are and what you stand for, how do you actually write a compelling story?
Even more to the point, what makes a great brand story for a life science company?
Successful Brand Storytelling Tips
Great brand narratives that resonate with their target audience have four key elements in common:
1. Honesty and Authenticity
Ever wondered why some companies succeed while others don’t?
Or how come some enterprises manage to “talk” with their audience so easy. While others have a hard time connecting with clients?
In the life sciences and biotech fields, brand stories should be anything but folktales.
Honesty, first and foremost, is key to long-term success. A brand that is true to its history and communicates its story with crisp language, helps establish trust and genuine connections. And this will result in long-lasting relationships.
Although honesty will take you far, your narrative also needs to be consistent. Let’s see why.
2. Being Consistent and Reliable
Your brand strategy is not set in stone. It can refocus as your marketing strategies change to welcome new products or services. No matter what transformations your marketing efforts will go through, you need to stick to your brand narrative.
Humans are creatures of habit and respond well to consistency. A consistent and reliable message will allow your customers to trust you and keep them returning for more. Especially in the life sciences field.
Your content’s essence should always be the same. No matter if it’s on your website, your blog, or your social media platforms. And since your story will build the foundation of trust, you need to make sure it defines itself as dependable in your customers’ minds.
3. Get Personal and Emotional
Tell your brand story in such a way that it creates a personal connection with your customers. The whole idea of a good brand story is to allow your company’s personality to drive through.
Aim to raise the level of engagement by allowing your audience to identify themselves in your story and connect with your characters. When your brand narrative connects with its audience at a more personal level, you build trust. And by building trust, you improve your business reputation and provide something of worth to your clients.
4. Keep It Simple and Accessible
Simple stories are the best!
When telling your story, aim towards simplicity. As studies show, customers find simple narratives more trustworthy and accessible.
The main goal here is not to attract your audience’s attention through all means. So don’t get bogged down by the pressure of crafting some complicated or elaborate narrative about your business. Life sciences are already complex enough.
Keep things straightforward and incorporate your customer into your narrative. All these elements help your audiences feel as though they are a part of the story — not just listeners. If you do this you’ll see your brand awareness reach new levels that you didn’t think was possible.
Found this article inspiring? Follow our blog for more quick tips on life sciences marketing and how to build a brand online. Or even better, why not contact us to find out more about how we can help you create trust-building brand narratives.
