Storytelling
Getting to the heart of the benefits of your brand is often difficult, especially with complex products or services. However, an unclear brand story does not reach or convince customers.
What is a brand story? Definition
A brand story is a narrative that conveys the value proposition, purpose and personality of a brand in a concise, memorable way.Brand stories have the advantage of appealing to customers on both an emotional and rational level. Good storytelling makes the brand stand out from other market participants, and a brand story must always be authentic and consistent if it is to contribute to the brand’s credibility. In other words, it should always be in line with the brand’s mission statement.
Story Development
Your story should make sense and inspire, both internally and externally. That’s why Helder develops customer-centered brand stories with a suspenseful arc and a clear message.
What makes a good brand story
Good brand stories simplify without trivializing. They create a connection between the brand and its target group. For a brand story to be effective, it must fulfill the following criteria:
- Structure: The brand story tells a story with a recognizable beginning, middle and end with a successful resolution
- Dramaturgy: The brand story has an arc of suspense that captures attention
- Relevance: The brand story is relevant to the target group in terms of content
- Clarity: The brand story has a meaningful message
- Authenticity: The brand story is credible and does not over-stage the brand
- Comprehensibility: The target group must be able to identify with the protagonist, their challenges and triumphs
- Empathy: The brand story ties in with the values, experiences and emotions of the target group and creates common ground
Hero's journey as a brand story
Helder tells your brand story as a hero’s journey: The customer is the hero, your brand is the guide.
Methods of brand storytelling
There are several methods and approaches for developing a brand narrative, e.g:
- Customer stories: Stories from the real lives of customers and their experiences with the brand
- Heritage: Tells the genesis of the brand, its values and mission with the aim of creating legends
- Hero’s journey: A protagonist overcomes challenges on the way to the goal and emerges positively changed from the journey, projected onto the customer’s experience with the brand
Hero
The hero of the brand story is always the customer. We identify with you the main goal that she wants to achieve.
Challenge
The hero’s challenge on the way to the goal is your opportunity. We clearly formulate the problem he:she is confronted with.
Guide
The brand is never the hero:in the story, but always the guide. The guide is crucial for the hero to reach their goal.
Authority
We position the brand’s solution as the predestined way to solve the problem of the hero.
Plan
The guide always has a plan for how the hero will reach their goal. We define the steps that the hero has to take to solve the problem.
Failure
If there is nothing at stake, there is no reason to take up the brand’s offer.
Call to Action
The hero:in must be specifically called to act. We activate the hero to get in touch with the brand.
Success
The brand promise provides an outlook on how the brand will positively change the life of the hero.
Where a brand story is used
The brand story is used in all relevant marketing channels such as the website, social media, content marketing and in campaigns, ensuring consistent messaging that contributes to a lasting customer relationship. The repetition of why the brand exists, what it offers, what is different about it and therefore valuable, increases recognition value and loyalty.
Three steps to a clear, consistent brand story
Brand Story
Together we define the content for your customers’ hero’s journey.
Develop storytelling
Based on your input, we develop a concise and convincing brand story.
Tell your story
You position your brand consistently as a guide on all relevant marketing channels.
Referenzen
Brands that work with us
Storytelling Method
Helder is a certified StoryBrand® Guide
What is StoryBrand®?
The StoryBrand® process is a method developed by Donald Miller for developing clear and compelling brand messages. The seven-step process helps brands to simplify their messages and develop a narrative that contributes to the impact of marketing measures. StoryBrand® uses the principle of the hero’s journey.
In the USA, the StoryBrand® framework is an established method that is used by brands such as Pantene, intel and Charity Water, and in DACH, Helder is one of only three providers that are certified and qualified for the StoryBrand® framework.
Brand Story Examples
We have developed the following hero stories for B2C/D2C and B2B brands.
Example Brand Story SIDES
Hero: Restaurateurs who want to scale their business model
Whether delivery service, host, new entrepreneur or restaurant manager, all professional hosts have one goal: to make more customers and guests happy every day.
With one problem
However, if processes in the kitchen, in service or with the fleet get stuck, hosts and guests will notice immediately. This means stress, hassle and additional work that takes energy and manpower away from the core business.
Meet a guide with SIDES who is empathetic
Organization and administration should not tie up more resources than necessary. That’s why Sides SaaS helps restaurateurs to digitize every process that can be automated: from the POS system and personnel planning to merchandise management and building services. This frees up time, capital and staff for tasks that really need them.
The guide has authority
We are proud to assist companies such as L’Osteria, burgerme, eatDOORI, USHI and many others in this way.
and a plan
- How to become the perfect host: Fill out the contact form. We’ll match your requirements with the right modules.
- Download your software package. A Sides expert will guide you and your team step by step through installation and operation.
- Simply use your resources wisely and concentrate on the essentials. If you have any questions, our technical support is there for you every day.
The guide calls for action
Use the checklist in the contact form to find out which modules are best for you. Or register by e-mail for a non-binding 14-day test phase.
Failure is prevented
67% of all guests surveyed do not give a restaurant a second chance after a disappointing experience.
Success and transformation
Simply make your guests happy so they come back: With Sides, you plan ahead and minimize waiting times, ordering errors or staff shortages. Be the perfect host – with Sides.
Example Brand Story benuta
Held:in: Women between the ages of 20 and 49 (adaptive-pragmatic, performers, post-materialists, expeditives) who attach great importance to their furnishings
Your living environment is sacred to you. It should be a mirror of your soul: from the ceiling to the floor.
With one problem
The search for the perfect rug for you is time-consuming and frustrating: many things are too delicate or too expensive, not special or ethical enough.
Meet a guide with benuta who is empathetic
You shouldn’t settle for compromises when it comes to your interior, not even when choosing a rug. That’s why benuta offers the widest range of rugs and home accessories on the web for every home and lifestyle: so that rooms become your own personal refuge.
The guide has authority
benuta is known from Schöner Wohnen, Donna and Couch. Our products are certified by Ökotex, Care & Fair, GRS, FSC and Trusted Shops.
and a plan
How to find the rug that suits you:
- Filter your desired rug by size, shape,
color and material - Test your rug at home for 60 days
- If something doesn’t fit, simply exchange or return it free of charge. Tip: Save on shipping with our samples!
The guide calls for action
Store all rugs now! If you subscribe to our newsletter, you will receive a 10% discount on your first purchase.
Failure is prevented
Save yourself long searches and half measures.
Success and transformation
Complete your interior design concept with rugs and home accessories from benuta: for every style and every budget.
- Filter your desired rug by size, shape,
Salesfive
Held:in: CRM project managers who need to make their business more efficient and profitable with Salesforce
For hidden champions and highly specialized SMEs to remain better, they need to know what customers really want earlier, work more internationally and tap into new markets faster. Salesforce is the CRM software of choice for future-proofing sales, customer service and marketing.
With one problem
The expectations for the digitalization project are high and the objectives are clear. However, it is not clear how to achieve them if there is a lack of manpower or know-how.
Meet Salesfive, a guide who is empathetic
Digitization processes are never trivial. To ensure that your investment delivers what it promises, Salesfive does not “just” implement Salesforce, but accompanies the entire process from strategy development, internal change management, implementation and beyond.
The guide has authority
Companies that trust us include the family business Schöffel, the hidden champion Truma and the technology leader Dyson.
and a plan
Connecting people, data and processes in four steps — for more impact:
- Define the scope: We develop an individual digitalization strategy with all stakeholders in accordance with the objectives
- Manage change: We help to get the entire team on board
- Implement Salesforce: We connect your systems and migrate your data
- Stay better: You scale your business, we support you with Salesforce training and service on request.
The guide calls you to action
Arrange a consultation directly. In the meantime, listen to our podcast Salesforce by Salesfive.
Failure is prevented
Choose a digitalization partner who knows what really matters in the SME sector.
Success and transformation
Securely pave the way to more business impact through more satisfied customers, faster processes, more planning security and better scalability. Establish Salesforce successfully in your company – with Salesfive:
- Digitalization made in Germany, in time, scope and budget
- Change management at eye level
- German-speaking support on site
Storytelling im Marketing
Consistent messaging for all touchpoints is derived from the brand story.
How storytelling benefits the brand
Good brand stories simplify without trivializing. They invite their addressees into a story that tells in a pointed and comprehensible way how the brand makes life better, easier, more beautiful, more successful, more convenient and more efficient. In this way, brand stories create a lasting bond between the brand and its target group. This makes the brand more relevant and the brand promise is memorized more quickly.
Sustainable brand loyalty
Well-told stories are more memorable than mere facts and figures. Helder develops an authentic narrative so that you can build a lasting relationship between your customers and your brand.
Establish your brand promise in a clear and memorable way, internally and externally
Differentiate your brand in the market Stand out from the competition as a guide
Improves the customer experience with a clear message, clear process, clear instructions for action
Your advantage
What makes Helder stand out
- Helder is owner-managed, value-oriented and independent.
- We are a team of 10 branding specialists for everyone: for us, there are only A clients.
- Our process is transparent, strategic and tried and tested, even for complex products and services.
DISCLAIMER
The culture of the agency and client plays an important role in the success of a branding project.
As partners, we strategically develop the brand mission statement, brand design and brand story together with and close to our customers – we are the right partners for your storytelling,
- if you have the courage to focus on the story
- if you are ready to put your customers at the center
- if you are motivated to work with the brand story at touchpoints
Tells a brand story that touches and convinces.
