Catchy taglines, thought-provoking slogans, attractive models in campaigns—  these are just a few staples in the world of marketing. Unfortunately, modern consumers are tired of being told what they need in order to achieve the perfect lifestyle. In an era where conscious consumerism is gaining rapid popularity, people only stay loyal to brands that they can connect with. This is where your brand story comes into play.

A compelling brand story can make or break your business amongst competitors. It can transform your company from a cold entity to a warm and engaging business by evoking emotions and crafting a lasting bond between you and your customer.  Take Tesla for example— while it might be a luxury car, their brand story positions their customers as early adopters of eco-friendly, innovative technology instead of owners of just another luxury car in the market. This sense of satisfaction, combined with a great product, is what creates such fervent brand loyalty.

Creating a great brand story that runs true to your company can be frustrating, in fact, many companies do it wrong. So here are 3 different tips to help you create a captivating brand story.

1. Identify your Brand Values and Mission

In order to bring your brand story to life, you first need to identify what your brand stands for. Your brand values, mission and goals are not just a reflection of the products that you sell and services you offer, but the way you run your organization as well. In fact, it is this outside perception that has a large part to play in shaping your brand story, simply because your story isn’t just a narration but what the public believes to be true. Your company’s mission doesn’t have to be pages long, American media organization TED’s mission statement for example is summed up in exactly two words— Spread Ideas. The best way to identify your company’s brand values is by asking yourself why you started your business and what impact you wish to leave behind.

2. Create an authentic emotional connection

Thanks to the internet, social media and targeted ads, customers are constantly bombarded with marketing ploys that are easy to see through. So it is important to ensure that the story you’re telling is something that your brand truly believes in. Once you identify your brand’s values and mission, whether it’s sustainable creation or pushing the limit through technological innovation, make sure that these things translate into your brand story. When you root the truth into your brand story, it is far more likely to have a stronger impact on consumers. Take Coco-Cola for example, a much-beloved beverage manufacturer across the globe that has beat out all its competitors over the last 129 years. Why? Because they’re not just selling a carbonated sugary soda but memories of celebrations, fun and friendship that come with it.

3. Stay Consistent

Your brand story isn’t just something that’s featured in a one-off campaign and then forgotten about. It is something that will be uniquely connected to your company for the rest of its lifespan. When a customer puts their trust in your brand due to your brand story, it is important to maintain the values associated with your business. Every interaction that you have with your customer, from marketing to retailing and customer service needs to reflect the values that your brand story narrates. According to a study done by FierceRetail, 90% of shoppers expect their experience to be consistent with a brand and 47% of shoppers report frustration with brand inconsistencies. This as a result can reduce sales and reduce brand loyalty, thereby hampering your company’s growth.

As author and entrepreneur Seth Godin likes to say, “Marketing is no longer about the stuff you make but about the stories you tell.” Your brand story doesn’t have to influence change or make the world a better place, all it has to do is help your audience understand why your company is worth their time and attention. If you use the powerful tool of storytelling correctly, it can truly help your company grow leaps and bounds.