Writing a brand story that puts your customer at the center can be a powerful way to connect with them and make them feel seen and heard by your brand. In this blog post, we're going to show you exactly how to craft your story using our C.R.A.M. Framework.
Before writing your story it's important to understand who your ideal prospect is and what journey they are going on. Whether they are a customer, donor, or partner, your story should be crafted specifically around their journey.
Here's a step-by-step guide to implementing our C.R.A.M. Framework:
C - Challenge
Simply put the soon-to-be hero (your customer) encounters a challenge (their internal problem).
Defining a customer's challenge in your brand story is an essential step to creating a compelling brand story that resonates with them emotionally.
Their challenge is a problem or frustration that they face before encountering your brand that they want to overcome.
To define your customer's challenge, start by getting to know your customer. Conduct surveys, focus groups, or one-on-one interviews to learn about their pain points, frustrations, and aspirations. Look for patterns and common themes in the feedback you receive. This information will help you to identify your customer's main challenge and create a story that addresses their needs in a relatable and impactful way. To get expert assistance to develop your brand story click here!
R - Road to Solution
The "road to a solution" is when your customer goes on a journey to find a fix for their problem.
This is the perfect opportunity to talk about things that your customer may have tried before that didn't work.
Here's an example:
Ever watched a paper towel commercial where the company compares how their competitor's paper towel is too thin compared to their thicker version? In the commercial, there's normally a housewife using a paper towel to wipe up a spill, but as she's wiping the paper towel rips! This makes her even more frustrated than before.
This is a perfect example of the brand showcasing the "road to a solution" element of our framework.
A - Arrival
The arrival phase is when your customer is met by a source of power or divine guide (your brand) that helps them to successfully defeat their challenge. They become the hero of the story!
It's important to note that they are still the hero, not you or your brand.
M - Moral/Message
Finally, your story leaves your client with a key message or "moral" to the story that shapes their perspective of your brand.
This is not a marketing pitch, so keep it simple and genuine. Avoid using industry jargon or overly sales-y language. Instead, write your key message in a conversational tone that feels relatable and authentic.
Remember, your brand story is a living, breathing entity that can evolve over time as your brand grows and changes. But by following this framework, you can ensure that your brand story stays focused on the right elements of the story and still makes an impact.