A brand story is the essence of your business. It’s more than just filler content or a narrative. It’s vital because it brings your brand to life.
Every element in your business – from the colour to the service and the staff you hire – is all part of your brand story. To be successful, every element in your business should reflect the truth about your brand back to your audience. Loyalty is key.
Focus less on writing a best seller, and more on creating a connection with your customers. First, think about what it is that makes your business better than your competitors. What problems are you solving for your clients? The more creative you narrate the fairy tale and the more your readers can relate, the further ahead of the pack you will end up.
The most memorable stories tell the unexpected, are from the heart, raw, excite and push the boundaries. Spin your stories of struggle into tales of success and empowerment. You need to remember, there are hundreds of companies that are just as skilled as you are, your brand story helps to create a relationship with customer that makes them feel more comfortable dealing with you.
Like in life, everyone has their own unique story, we sometimes just don’t know how to show it. A brand story should build the complete picture of your brand and what it stands for. It should challenge people to be inspired, push change and build trust. Live life on the edge I say!
The best brand stories are irresistible, compelling and tempting in a way that the target audience is going to hear. Telling that kind of story will position your company as a leader in the marketplace. They should be focused, consistent and aligned across all platforms.
Have you ever read a company’s bio or blog and thought it was the most boring ten minutes you’ve ever wasted? You need a big personality and voice! Hone in on what puts the fire in your belly every day and communicate that. Your personality should reflect your personal integrity, values, beliefs and ethics. Keep it short and concise, get to the point early and jam-pack as much relevant information in as you can.
You should be aware of your brand’s attitude, intentions, tone and behaviour. It’s okay to raise energy levels. That, my friends, will give you major magnetic appeal.
Brands that are truly genuine, passionate and aren’t afraid to expose their reality and motivate their audiences are more likely to succeed. We are all human, remember that. Bill Gates, as successful as he is, had to find his way to success. He wasn’t born with all the answers. How he got to where he is (his story) is what people want to know.
Not everything has to be as serious as you think… I mean, your company is very professional and hardworking (but on the social media side) people will connect more to you when they know you have a lighter side, too! The trick is not to take yourself too seriously. Maintain your integrity and your class, but the more people can associate with you and your brand, the stronger the connection and the more they’ll trust what you offer.
Building on a brand strategy can help you discover how to stand out, increase brand awareness and create customer loyalty. What is your purpose? What compels you to open the doors each day?
BRAND’S MISSION AND VALUES
You need to identify the attitudes and beliefs that shape your brand’s culture. Shape the way you would like to be perceived by customers and clients. Craft your brand identity into this and shape perceptions that will reflect on your mission.
Don’t forget, there is something very attractive, sexy and contagious about companies that are energised and reflect their personality.
The fairy tale is never over. Tell a story that is so powerful, memorable, lasting and aims to connect the customer authentically.
And always remember why you started….