Writing an engaging brand story

Rather than just telling someone about your brand, you grab and maintain their attention by showing them who you are, what you care about, and the type of value your brand has to offer.

Lounge Lizard is globally recognized as one of the top website development companies within the web design and development industry. Lounge Lizard’s brandtenders are creative, tech-savvy, and passionate in developing innovative strategies that drive conversion for both startup and established clients of all industries, making them the “best of breed since 1998.”


With each day it grows harder to stand out in a crowded marketplace. One way you can break through to people and engage with them is by introducing your business to them via brand storytelling. Rather than just telling someone about your brand, you grab and maintain their attention by showing them who you are, what you care about, and the type of value your brand has to offer. Today NY based web design company, Lounge Lizard, provides 7 Tips for Writing an Engaging Brand Story.

A good brand story conveys the purpose, history, and values behind a business. When done properly this narrative will resonate with your audience and foster an emotional connection along with being highly memorable. Using strategic storytelling can then strengthen brand loyalty and increase conversions, but it all starts with your brand story which should be part of a well-rounded digital marketing strategy.

1.    Figure out who you are. A brand is more than just a name and a logo. A brand stands for something, although in many cases brands might not be sure what exactly that is which is why the first step in brand storytelling is always figuring out who you are as a brand. We use the word you because your brand is an identity or persona which should consistently be applied. What are your core values? What do you stand for? Values are important as your audience will connect and share them. Who you are will depend on the problem that you are trying to solve and your position regarding the problem. For example, TOMS is based around the problem of people in need with a position of improving lives.

2.    Have a clear vision. For this step crafting a vision statement is key. A vision statement will define your brand’s values along with your plans for the future. This statement should be referenced regularly to ensure that new campaigns and opportunities align with the vision and that it is something you can proudly include in your brand story.

3.    Use showing rather than telling. A brand story is not a sales pitch; it is something that clearly demonstrates how you have solved a problem and helped a person in some way, shape or form. It needs to let people see who you are on the inside, what motivated you to start the business, and connect the human person behind the business to your audience by showing them your mission.

4.    Determine your audience. If you want to craft something that resonates it is critical that you understand exactly who you are talking to. Every demographic has their own hopes, fears, problems, concerns, wants, needs, and dreams. After you understand who you are, you need to understand who your audience is and then you can bridge the gap between the two.

5.    Use a narrow focus. Why are you different? What makes your business special? Your brand story isn’t just a list of accomplishments or services you provide but instead what is special or unique about you that an audience can connect with. A local bike shop has a habit of being closed around long weekends but having sales and extended hours prior to those closures. The reason is that the owners are out hosting riding events with their customers. This is a key aspect of who they are; people who love cycling and want to be out on the road whenever possible.

6.    Keep it simple. Your story doesn’t need to be long or complex. Often the biggest brands have a relatively simple origin story. Amazon is one of the best examples. They were an online bookstore started out of a garage. Problem – solution – success.

7.    Show your human side. A brand needs to have a human personality that reflects what you want your business to be. While some brands focus on professionalism and seriousness, others go to quirky, zany, and fun. Consider the type of personality you think your business has and then build a brand persona to match. Let that persona take the lead on interactions with customers as you help solve their problems and relate to their concerns. People want to feel connected and understood which only happens when you humanize your brand.

Lounge Lizard Website Development Company is an award-winning, high-end design boutique specializing in website and mobile app development, UX/UI, branding, and marketing. Lounge Lizard excels in creating the ultimate brand strategy, fully loaded with expertly crafted visuals that work together to increase sales and effectively communicate a client’s unique personality.

Media Contact: Ken Braun, Lounge Lizard, 631-581-1000, ken.braun(at)loungelizard.com

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