Many websites are designed to highlight a business's products and services, but some have little to know branding. A brand story design puts your visitor into a state of mind that reflects the intent of your business's brand. Specific colors, images, fonts, and more are all elements that build your website brand story.
What is a brand?
An article in investopedia stated " ?The term brand refers to a business and marketing concept that helps people identify a particular company, product, or individual. Brands are intangible, which means you can't actually touch or see them. As such, they help shape people's perceptions of companies, their products, or individuals." Click here for full article.
Brand Example
This avatar is the Bright Box Insight branded avatar. Website stuff is stressful enough, so we wanted to spread a little cheer. Its intent is to give our visitors that happy feeling. Is it working?
What is a Brand Story?
A brand story is a narrative or description that is contracted together. This causes feelings and facts towards your brand or business. A brand story isn't an advertisement, nor should it just be only about showing off your brand. A brand story pulls or attracts the attention of customers. This should evoke emotions or a feeling of inspiration. You should be able to connect with your customers through a story based on human experiences. A brand story should help the reader understand why your business exists. This could also help the customer know why they should trust you, care, or understand why you do what you do and why this product over another.
Examples:
For instance, Airbnb. Listeners wouldn't want to just read about finding someplace to stay; they'd instead read something they can connect with themselves. They would like to hear about the new places' experiences or homes. Airbnb has a section for customers to speak about their own experiences. This is how the new coming and past tense customers can connect with this business and ventures.
Another example is Nike; the statement "Just Do It" had an emotional connection among Michael Jordan's fans.
One last example is Warby Parker. This glasses business has a story that connects many people with glasses to everyday life. One of the originators of this business lost an expensive pair of glasses on a trip. They used a "plant-based frame" better for the environment to replace the pair of glasses they lost.
A brand story plays a big role in why your customer may be attracted to your business. It's what draws more attention. If you don't give a brand story, your customers may lose interest fast, and when you introduce a new product, they seem to be less interested over time. If you are to give a brand story, it will keep your customer's attention, and when a new product produces, you will have their attention. Over time if you keep your purchaser interested and maintain a connection, your purchaser will build trust with your business.
A website can help a brand story because the website can kind of portray you. The personality, colors, the way its setup, etc., all can relate to the type of person you are. Using a website can help branding in so many ways. A website provides your customers a place to learn and understand more about your product. A website also sometimes allows customers to order a product from any time of the day.
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