Brand storytelling is an ongoing conversation between a company and its customers. Brand backstory, on the other hand, is a foundation. It’s the tale of what came before the hit blog or product. It’s the story of why the company is what it is today.
Compelling backstories are the roots from which brand lore grows – One of our biggest learnings – every company has a captivating backstory, but many aren’t making full use of it, and their brand’s content building blocks are missing a key piece.
Go back for the future
A well-told company’s backstory can shape every aspect of content marketing strategy.
It’s easy to create a story around a multimillion-dollar company curing cancer with robots, but what can you say about a roofing contractor that differentiates him from every other roofing contractor in his region? A question I ask before I talked with any of my clients to understood the beauty of brand backstory.
#1: Differentiate your brand
A backstory tells potential customers who your key players are and why they’re different from the men and women working for the competition. It gives your brand an organic personality.
#2: Define your mission
Most entrepreneurs have more than money-making in mind when they start a new business. (If you want to be assured a great salary, founding a company may not be the way to go.) They are bothered by a problem no one has solved; they see the world from a unique perspective. This perspective is the brand’s mission, and their journey is the backstory.
Think about brands that truly own their backstories. Steve Jobs and Steve Wozniak working in a garage to create Apple becomes a “think-different” movement. Telling your own brand’s backstory can help your content and branding team better define your brand’s unique mission.
#3: Bring marketing appeal
Unless your founder is one of the incredibly lucky one-in-a-million entrepreneurs who’s never seen failure, your backstory has drama. It has setbacks and lessons learned that have brought the brand to where it is today, likely with a few quotes to feature along the way.
Especially for small, family businesses (or businesses that began as small family affairs), telling the story of the people, their motivations, and their journey is intrinsically interesting.
Its one thing to put a face to a brand, but it’s even more compelling when that face has a tale to tell.
[magicactionbox id=”1747″]
3 steps forward and 4 steps back
Learn how to define and tell your brand’s backstory.
#1: Interview the founder(s) with childlike, journalistic curiosity
If you’re the founder, choose your most curious employee or friend to interview you.
A few questions to get started:
- What was the inspiration behind this business?
- What job(s) have you had? How did that experience prepare you for later?
- What led you to this industry?
- What did you have to give up to get here?
- Where was the first office?
- Who was your first client or customer? What did you learn from that person or company?
- What milestones helped shape the business?
- How did you come up with the name?
Unless you’ve spent the last 10 years living in a cave, your story is more interesting than you think it is. (Actually, especially if you’ve spent the last 10 years living in a cave and somehow managed to create a company, that’s pretty interesting.)
#2: Condense your backstory into key brand messages and missions.
At the end of a two-hour interview, you may have enough backstory for a novella, but now it’s up to the marketing and company leadership teams to distill the backstory into brand themes, messages, and missions.
Consider how the backstory aligns with current brand tone and messaging, how it can spice up any company campaigns, or help you define a mission – beyond selling product. Thinking about where the content will go also can help your team get brainstorming.
#3: Work the backstory into website, blog copy, and company-wide marketing campaigns.
A company backstory can influence:
- Brand tone and character – A brand’s personality ideally is the merging of where it came from (roots and values) and where it wants to go (goals and ideals). A backstory adds details and originality to color these characteristics.
- About Us page on the website – Use a timeline or a video to make it more interactive. Tell each team member’s mini backstory in a way that contributes to the overall brand narrative.
- Blog posts or educational series – Show where you started to highlight your growth and learning through how-to or case-study posts.
- Social media and digital media campaigns – Like New Belgium’s posts, your social content can contribute to a greater arc or mission. Consider whether your story has sufficient mass appeal for an Ask-Me-Anything session on your industry.
- Media and guest-post pitches – A backstory can help deliver the big picture behind your pitch and make it relevant to the recipients – that’s relationship building 101. Why not arm employees with as much behind-the-scenes brand knowledge as possible?
- Nonprofit work – How does your brand’s backstory influence its charitable side? Can the brand create programs or funding to help people with similar dreams?
Not every brand initiative will directly tie back to the origin story. Backstory can serve as a foundation, not the tired tale your customers have heard 10 times before. But if the backstory is in line with a well-developed brand personality, the rest of your content will, directly or indirectly, stem from it, and hopefully the examples above will get your team brainstorming on how your brand’s roots can work for you.
Conclusion: Brand Backstory
Your backstory at least should be a consideration behind on-site and social content marketing, especially if you’re looking for a way to rejuvenate or differentiate your brand’s story. For more established companies with longer histories, backstory could take a new meaning. What fresh starts or new launches have reinvigorated the brand? What’s the story behind company figureheads, employees, or teams? For every person, there’s at least one good “how-I-got-here” story to tell.
I am definitely going to try the interview part, I will have someone interview me. That’s such a great idea and great to use for marketing campaigns!