news & insights

People don’t necessarily buy a product… they buy a brand. At the end of the day, whether it’s dishwashing liquid, a new skincare range, clothing or food — customers want to spend money with brands they relate to. Essentially that’s what will set you apart from your competition.

But in a world FILLED with advertising and clever marketing, how do you really stand out? We truly believe that the answer to this is in your story. What is your story? Where did you come from? Why do you exist? What’s your mission, your dreams, your life goals? WHO ARE YOU? Customers want to know all of this nowadays. It’s no longer enough to have an amazing product, you have to share your story, your journey and your personality too. 

THE COLD HARD FACTS

You may be thinking, ‘well this all sounds a bit intangible, do people REALLY care about where my brand came from?’

Well according to studies conducted by Headstream, yes — they absolutely do. If people love a brand story, 55% are more likely to choose that brand again in the future, 44% will share the story and 15% will buy the product immediately. See… people care a lot more than we may think. 

The MOST exciting metric here for us, is the 44% who will tell their friends about the brand. Imagine how many new customers will then be heading to your website to check out your brand and see if they too resonate with the story. That’s an important sector of people. It’s a way of selling your brand to new customers without throwing it in their faces through traditional and overused advertising channels. 

A BRAND TO REMEMBER

Research shows that messages delivered as stories can be up to 22 times more memorable than just facts. Being remembered is something we all strive for with our brand. Because it means that your very time-poor customer will most likely always choose you, over researching and considering another brand. We connect with messages we understand and remember. 

TELLING YOUR STORY

So now that you’re convinced of the importance of a brand story, you may be wondering how you get it from inside of your head — to the masses. Well, we can actually help you there. 

You may have heard of our family business magazine Brands of Kin? It’s an online magazine, with a passion for sharing family business stories. We’ve been running it for almost two years and continue to be amazed and inspired by the richness of stories that have not yet been told. Stories that will engage and convert. We’re passionate about sharing these journeys and that’s why we’re offering the opportunity to more family businesses. We’re a collection of creators, writers, strategisers and designers, so we have the resources to offer bespoke storytelling packages. These are crafted for family businesses that want to get their reason-for-being, their mission and their message, out to the world. As part of the offering, you’ll be paired with a journalist and a photographer and come out with a beautifully told story.

We have a few different options depending on how much content you want from your story… so if this is something you think may benefit your business, then have a look at our Storytelling packages. 

Share your story. Be remembered, be chosen and be discovered by a new group of loyal customers.

Written by: Phoebe Carden
Published: March 12, 2021
Photography: Toby Peet for Brands of Kin