A brand story is an essential tool for your business, but why?
Today’s customers are turned-off by direct advertising. It’s salesy and lacks the sophistication of the modern buyer. Rather than be told about your company, they want to sense your company and get a feel for who you are, where you came from, and where you are going. It’s like every kind of relationship out there; your stories will either make them want more or make them walk.
Enter: Brand Stories.
Creating your brand story isn’t just listing how you are different from your competitors. It’s about engaging your audience and giving them something to believe in and stay loyal to.
It’s about telling a story that resonates with customers. But it’s not just any old story; it’s a story that is time-consuming and difficult to create. But a truly successful brand story is one of the most significant assets your business can have.
Establish a Purpose
Like all content, you must identify your purpose. Your brand story should clearly identify your organization’s purpose or passion. Once you establish your brand story, future messaging and content can flow from it.
Brand storytelling can be anything so long as it’s fueled by passion; however, there are two common themes brands generally follow.
- Solves a problem.
- If it’s authentically part of your brand story, focus on your passion for doing social good.
Work on a Message and Tone
Connecting with your audience is the first step in building trust. That’s why it’s important to perfect your message and tone, so clients are enticed by you immediately. Here are key items to consider:
- Clear and Consistent: Focus on your core client profile and craft your message to that demographic. Create a style guide and usage manual to help all team members stay consistent with the brand and speak about it in the same way.
- Start Inside and Work Your Way Out: Be sure that your organization deeply internalizes the message and is well-trained to execute it before you communicate it externally. After all, your team will be promoting it with customers every day.
- Showcase Your Personality: The last thing you want to do is sound like an advertisement or exactly like your competitors. Your voice should be as authentic and unique as your company.
- Lay the Foundation: Every story needs a beginning, middle, and end, and your brand story is no different. Be sure to introduce the issue your brand addresses, show how you solve it and use success as a way to stay engaged.
Put Your Plan into Action
Once you have your brand story, put it into action. Remember that it should be clear, relatable, and realistic to the customer. If you have no idea where to start with your brand story or have run into a few obstacles, give us a call or drop us an email. We’d love to collaborate with you on a brand story that reflects your brand and attracts your ideal customers.
