If you want to establish a connection with your customers, you must create a brand story with which you gain a position in the consumer mind. A brand story should not only present facts but also evoke feelings.

Here are 17 tips on how to create a successful brand story for your business.

Truth – Trust is a very important thing in the brand. You need to reach the consumer through honest and transparent ways. People are quick to clear the truth.

Purpose – It’s not enough for a business to exist simply to make profits. What makes a business have a big picture. A brand with a purpose does a lot better in the long term.

Vision – Your vision is all about the impact you want your brand to make in the world. Everything you do in your business is to fit that vision in the long term.

Values – The set of principles your brand follows is what lets you execute your vision. It shapes your internal business culture and guides personnel in day-to-day operations. 

Products and Services – The lifeblood of the business is the products and services you are selling.

Your team – You and the people behind your business are tasked with telling the brand story. Each employee has an important role in telling that story. You must make sure they’re able to do their part adequately.

Name and Tagline – A brand can never be without its name and a tagline that both represents what it’s all about. The name must be recognizable and the tagline must concisely say everything about your brand.

Content – Your content and copy are the meat of your story. They fill in the gaps and add more details, letting you attract your customers. Content and copy feature your brand’s voice, letting you exude the personality of your brand.

Design – A big part of what makes a brand identifiable is its aesthetic design. This is mostly done through the logo, which should be the first thing customers can recognize. When done right, the visuals associated with your brand can help sway their judgment.

Your Actions – Nothing represents a brand more than your actions as a business. Every action matters, from how you run your business to how you interact with customers.

Customer Experience – What your customers go through in doing business with your brand is a major part of its story. No matter how good your marketing is, it’s nothing if you can not fulfill your promises.

Price and Quality – The price of your products and services and their quality in return determines the true value. This also determines what kind of customers your brand attracts.

Position and Perception – As the adage goes, perception becomes reality. How you are seen by your audience dictates the position your business resides in. It’s more about how you win hearts and less on how you manipulate their minds.

Distribution – How you get your products and services to your customers is just as important as what you sell. It can even give you a competitive advantage if your method is unique or very convenient.

Location – Where your business is located can greatly affect your chances of success in the long run. Your business strategy is in place with your location and vice versa. Visibility and accessibility both dictate how customers can physically get to you.

Community – Your customers can come together and share their stories. A community of loyal customers built over time can be a factor for a brand’s ongoing success.

Reputation – It’s the story your customer tells about your brand, which can then spread to more people. Products and services alone may not be enough to show the value your brand delivers. Being able to show it in definite terms lets you better convince your audience of how good you are.  Maintaining a good reputation is the most important factor for long-term success.