Telling Your Brand Story: 3 Steps to Get It Right
Ready to start marketing your new company, product or brand? Or maybe you’ve been in the game for a few years, and you’re finally ready to start taking your marketing to the next level? That’s amazing!
But before you get started, let’s talk brand story. Chances are, you probably already have one – but now it’s time to start optimizing it so that your brand can begin to work for you.
Your brand story is the heart and soul of all your communication efforts. More than a few token words or a really good piece of copy, your brand story defines the way in which you connect to your audience. It’s your ability to create raving, passionate Brand Soulmates™ for your business. It’s who you are, why you exist and what you provide for others. Your brand story should reveal how you add value to your customers’ lives, meet their needs, and just generally knock their socks off.
Here are three simple questions that will help you get closer to finding your secret sauce and getting your brand story right.
What’s the truth?
The truth should be the cornerstone of all of your branding efforts. When you’re first trying to create your brand story, ask yourself what exactly that truth looks like. WHY did you start your business? What was your vision when you set out as a business owner. Did someone or something inspire you? Were there experiences, observations or realizations you had in your life that drove you to create your brand?
Make it genuine. As much as possible, aim to create a brand story about real people, real experiences, and genuine emotions.
Want to build out your brand but not sure where to start? Check out our Essential Guide to Building a Brand for Your Business.
What makes it great?
No matter what you’re selling, you’re impacting the lives of other people. Consider the human element when developing your brand story. Why should people care? How is what you’re offering different than the competition that exists?
Focus on creating a narrative that is both specific enough that it feels real, and universal enough that your potential consumers can relate to your brand story.
How does it help others?
Are you sensing a theme here yet? It’s easy to feel self-indulgent when crafting your brand story and marketing communication, but the truth is that your business exists for your customer – not for you to toot your own horn. Your brand story – and therefore the central pillar of your marketing communication – should focus on customers. The benefit and outcomes they would realize if they used your product or service. Your story should clearly highlight how your business successfully addresses an unmet need, challenge or goal and HOW you address it. Resist the urge to become self-indulgent, to take on an overtly corporate tone, or to focus your attention on the features of your offerings.
If nothing else, remember this: honest and genuine emotion go a long way when crafting your brand story. So, tell the truth! We’re sure they’ll love it.