What’s in a story? Words compiled in perfect forms and structures can capture attention, imaginations and hearts. Brands have long been using their backstory as a way to make an emotional connection with their customers. It’s a way of building understanding, trust, and insight into what makes you special. Telling the perfect manufacturing story is a tricky venture but we have some top tips so you can go about it the best way possible.
The origin is important; people like to know where you come from and people love when they can relate. Remember that your backstory shouldn’t be sell, sell, sell. View it as a way to build your brand to connect with customers through your narrative. That doesn’t mean make things up, it’s about framing the true story in a way a real human can relate to. Most great origin stories involve themes like overcoming adversity, building from humble beginnings, gaining inspiration in unlikely places and seizing once in a lifetime chances. People can relate to any of these, it can give them belief, hope or feelings of admiration. You want people to feel something when they’re hearing your story. If you can build an emotional connection with people, they’ll be more likely to purchase your products and promote your brand.
A story is also about creating your own identity. The world is full of variations of the same types of products and consumers have caught on. When everyone seems to be offering something similar, it’s important to reinforce your identity - what makes you unique and stand out. This is something a compelling narrative can achieve. It gives you the chance to discuss what’s special about you, the ways you interact with the world or the local community, and the way you go about manufacturing your products. This identity will set you apart from your competitors.
It’s not just about the past, your story can give insight into your future. Include your mission statement, goals and values. This can give your customers an idea of what to expect from you regarding content, expansion and quality. Keep your story consistent across all your platforms. It has to feed into every aspect of your business - your logo, slogan, colors, products and your approach towards building a brand. Having any kind of inconsistencies can be jarring for people; good stories make people feel, contradictions make people think. People think about their options all the time, you want people to feel something for the ones you provide.