Today, marketing your business is synonymous with telling your brand’s story. Customers and prospects don’t just want to know what you are, they want to know who you are. And while who you are and what your business stands for may seem obvious to you internally, actually describing it accurately is often a more challenging prospect than business leaders expect.
Because it is one of the most important marketing challenges that businesses face today, we decided to write a blog to give business leaders some guidance when it comes to how to tell your brand’s story. Read on to discover some of the things you can do to communicate your brand’s essential qualities to customers and prospects.
Go beyond the buzzword.
If you dive into marketing in the digital age, you’ll hear the word “storytelling” get thrown around a lot. It’s a classic buzzword. But in order to make it work for you, just boil it down to its essential qualities. What is a story? It has characters, a setting, a plot, a conflict, and a resolution. So apply this to your brand, the product or service it sells, and the problem it solves for your primary customer base. The core of your story is about how you solve the problem in your customer’s life, so make that the main concern of your story.
Where should you tell the story?
Again, this may seem simple but it’s actually a fairly complex question. Today, there are so many ways to tell your brand’s story that you will have to decide what is right for you. One place that is right for every company is in your website’s About Us section. This is arguably the most important place for you to clearly convey your brand identity to those who may be looking for you online. Other places to consider are marketing avenues like videos, blogs, and print ads.
Add to the story
How do mega franchises like Star Wars do it? They keep feeding the success of their original core product by adding on secondary and tertiary elements to their story. You can do the same with your brand’s story if you look at each piece of content you create as an opportunity to contribute to the story rather than just an opportunity to sell your product. Remember your ideal audience and the problem you solve for them.
Stories build trust.
How can you use your story to communicate that your brand is trustworthy? It’s actually scientifically proven that our brains love stories. Our brains respond to stories that evoke emotion in a variety of powerful and positive ways. It’s all about connecting to the emotions of your audience. As an example, let’s think about a local Italian restaurant. It would probably be much more powerful for an audience to read a story that connects the family history of the restaurant, the recipes going back generations, and the warm atmosphere they seek to create in the restaurant than one that simply focuses on the food and its quality. It would give you more, emotionally speaking, than simply filling your belly when you’re hungry.
We hope this blog has given you some new ideas for how to approach your brand’s story. If you would like to explore how our wide variety of customizable full-color print products can help you communicate your brand’s story to customers and prospects, click here. If you would like to get in touch with us, click here or give us a call at (800) 913-9015.