From research, human beings love stories. They help us translate the data in our brains into meaning. What does this mean in practical terms? It means that it’s not really about your age, or net worth, or the number on the scale. It’s the total of life experiences that have led you to this point. It means that your life story is one of the most powerful assets you possess. Many people are reluctant to tell their brand story.
When you dig into the why of what you’ve done in your business, you transmit your values to the reader. You can’t dictate to others what they must believe, but if you can make them understand your brand, you can convince them of the importance to patronize you. You may, for example, want to encourage your potential customers on the need to purchase your services; through the story, you can inspire them.
YOUR BRAND’S STORY MATTERS MORE THAN TOOLS OR TACTICS
Storytelling is not just for kids. It’s an influential tool that helps you differentiate your brands from your competitors. Perhaps more importantly, your brand story helps you better connect with your potential customers and the audience in general. After all, the majority of people do not talk about boring brands. A brand’s story captures the attention of people, and sharing it is also easy.
Ponder about it. Whenever you hear a good story, whether it is an anecdote, a joke, or even a brand story – you get motivated to tell others about it. Marketing has been and always will be about telling the right message to the right audience and distributing that message on the right channels. The web democratized marketing by giving everyone a voice. It circumvented traditional one-way communication with customers, making it easier than ever to connect with your target audience.
HOW TO TELL YOUR BRAND’S STORY
Different brands have a story to tell. Including yours. You just have to identify it and device a means to share it. If you’re having a challenge identifying your brand’s story, below are some questions to guide you:
- What is your mission? Why does your company exist?
- How did your brand come into existence?
- What does your company believe in? What do you stand for?
- How are you working hard to fill the gap in your industry?
- When it comes to value, what do your clients prefer?
- What do your employers like best about working at your company?
Misperception remains the number one brand killer, so ensure your brand stories are always consistent with your brand identity and promise. If your potential customers do not understand how your story relates to their opinions of your brand and their beliefs for it, there is a tendency they will turn away from your brand in search of an alternative. Answering these questions diligently will help you discover the gems you need to build a compelling brand story.
So, how do you share your story? Here are some ideas:
- Your website & blog
- Blog Partnerships
- Speeches and Presentations
- Social media
THE BOTTOM LINE
Crafting your brand’s story is perhaps one of the most potent things you can do to help market and elevate your business. If you don’t have this nailed down, carve out some time to build your story and then work on perfecting how you tell it. After all, everyone likes a good story.