Once upon a time, it was possible to put an ad in your local paper and know that people were going to see during their coffee break or morning commute. This probably seems like a distant memory. People now begin their days before they even get out of bed, scrolling through the digital realm.
For small businesses entering the marketplace, the idea of standing out above the competition and breaking through the noise to reach their customers can be overwhelming. Not to mention the fact that local businesses sometimes struggle to compete with online retailers like Amazon. That’s why it’s essential for new brands and budding businesses to tell their story in a way that’s genuine and persuasive.
What happens when you tell the right (and wrong) story?
When making decisions, people gravitate toward brands with compelling stories, and they can weed out narratives that seem self-serving. If you can root your brand’s in something real and relatable, the benefits are endless. Alternatively, brand storytelling fails when it drifts into the realm of inauthenticity. This is when you’re at risk for attracting the wrong customers, wasting money on dead-end messages and generally not doing your bottom line any favors
How to effectively tell your brand’s story
1. What’s your purpose? Why do you exist?
Once you define this core driving purpose, the other facets of your story – like language and tone – will reveal themselves as well. Get together with your whole team and share the ideas that resonate with you. Start with the basics: What problem are you solving for your customers? What’s your founding story? What are your goals for the future?
2. Get a fresh eyes.
You’re close to your business, and that can make it tough to see with objective eyes. When crafting your unique brand story, work with individuals outside your brand who can offer you a fresh perspective. If possible, collaborate with a brand expert. If you can’t afford to hire a brand expert right now, you can gain a fresh perspective by talking to any brand outsider. Ask them how they see your business and how they would describe it.
3. Personalize your message + medium.
When you write an email, you tailor the message to the recipient, using their name, adding information that they might personally find interesting. The same care and attention to detail is expected when crafting your brand story. You want customers to trust your voice and feel a connection to your brand. Consider which websites and social media channels your audience gravitates to. Then edit your story so it caters to those channels.
The importance of getting your story right and sharing it well is vital. Sure, quality is key. But you can’t rely on superior goods and services alone. To stand out, you have to move and inspire. Your story doesn’t have to be legendary; it just has to be real and it has to be yours.
Need some help getting to bottom of your story? Let us help.
(article originally sourced from business.com)