How To Tell Your Brand Story
Your brand doesn’t have a story; your brand is a story. Many people confuse the term “brand story” with the “About” page from their website. Your brand story isn’t how your business came to be. It’s a narrative, and it’s a whole lot more. Your brand story is what people believe about your business, it’s how you make them feel, and it’s often the reason that they buy from you.
So how do you tell your brand story?
#1 Establish Your Identity
What would your customers say about you? What words would they use to describe you? These words are part of your brand identity. For example, are you driven or relaxed, are you professional or casual? Are you sexy or safe? If you don’t already have a brand identity, then start writing it down and developing it. You might begin by talking to your existing prospects and customers.
#2 Integrate It Into All Your Content and Marketing
To tell your brand story, it has to be part of your marketing and it has to be consistent. Take a look at your branding and how you communicate with your audience. It’s often the little consistencies that make the big difference in how you connect with your audience and how you make them feel.
Review your existing content and explore how you’re communicating with your audience. Are you consistent with your message and your story? Do you make your readers feel the same emotions time after time? Take a look at your content and marketing plan going forward. How can you communicate a consistent message, tone, and brand? Brand storytelling isn’t a one time deal. It’s not a viral video or a great social media post. It’s a relationship with your audience.
#3 Your Audience May Be Your Best Storytellers
Your prospects are often the best resources for your brand story. Connect with them on social media. Engage and share. Their conversations about your company, their comments on your social media, and their stories about their experiences with you can be significant tools in communicating your brand story.
Finally, keep in mind that you cannot fake a brand story. It has to be authentic and transparent. The world is too small, and it’s too difficult to keep up a false brand. When developing your brand story take a look at the reason why your company came to be, what motivates you, what types of customers value your products or services, and why your business matters to others. How do you make a difference and how do you want to be described? What is unique about your business? What problems do you solve and how do you solve them?
Your brand story is more than a tagline or a logo. It’s more than your “About” page or your sales figures. It’s the core of who you are, what you represent, and how you want to make your customers feel. Identify your story, integrate it into your content and marketing, and let your customers do the talking for you.
