Getting your brand out there is about so much more than plastering your logo everywhere. It’s about crafting a story that people can relate to, that’s unique, and that has a powerful message. Here are 6 key things that will go into telling your brand’s story the right way.
Create a unique narrative that gives your brand context
Every brand needs to create a unique narrative that it can use to talk to its audience. There’s nothing more important than being able to tell people what you stand for when you’re not actually there in the room with them. This, in short, is what your brand’s storytelling focus needs to be.
If you want to be able to be unique, the first thing you need to do is figure out what sets you apart from your competitors. Avoid rehashed cliches and stock phrases, and instead, start focusing on getting in touch with your audience by solving problems that they care about.
Know your audience better than you know yourself
Market research is often seen as a time-consuming expense that you can do without. But if you don’t know who your market is, how do you know how to position your business. The answer is: you don’t!
“If you don’t know who your audience is, then you have zero hope of being able to connect with them. The most important thing for any brand is to get to know its audience better than it knows itself” — Aliya Richards, Chief Content Officer at FlyWriting.
Ask yourself who are the people most likely to buy your products and services. Draw up a profile of your ideal customer and then brainstorm how you can create a narrative that speaks directly to what these people want out of life.
Give your data a human face so that it tells a story
The importance of a human face to your business cannot be overestimated. One area that businesses often diverge in terms of their approach to storytelling, is their use of facts and statistics. Some choose to be highly emotive and then run the risk of looking like they haven’t thought things through in sufficient detail. Whilst others will opt for too many data points and will create a narrative that reads more like a fact sheet.
The secret is to strike the right balance by giving your data a human face. Introduce several key stats, but talk about how they impact people’s lives, rather than how they show you’re better than your competitors. This will allow people to connect with your human side by showing them that you care. It’s all about making your brand tell the story of your business as a collection of people who have come together to solve a problem.
You’re not a huge faceless multinational entity which exists purely to profit off of people. You’re a collection of creative individuals pulling together in the same direction for the common good. Sounds much more compelling, doesn’t it!
Utilize campaigns that tell specific parts of your brand’s story
Many brands fall into the trap of confusing campaigns, with overarching storytelling. Your brand’s story is your whole identity. A campaign, on the other hand, is an extension of a particular part of your brand.
You might start a campaign to launch a new product, or you might be reinforcing the messaging behind a particular chapter of your story. It’s not a forum for reinventing your brand every couple of weeks. A campaign is all about telling your story in new creative ways that keep people engaged.
Online tools such as TopAustraliaWriters.com, Hemingway Editor, and TheEssayTyper will allow you to find the right words to communicate your brand’s core message. It’s all about coming up with a long term strategy that then allows you to utilize campaigns as key parts of the storytelling process. And one last thing, never launch a campaign before you know what your next one will say. They need to follow on from one another if you want to build brand recognition and tell your story in a multitude of different ways.
Connect with people on a personal level
Take the time to get to know what your audience wants from you, and feed in what they tell you to help with your future content. This will allow you to listen to your market, and craft a narrative that resonates with the people you want to connect with.
“Connecting with people is what a brand does best. Without the ability to do that, it’s almost worthless,” says Antony Kearney, a Brand Manager at 99Homeworkhelp.
Be consistent with your core message across all of your content channels
The final thing to say is the importance of consistency, especially when you take your brand social. People will tell you that users on different platforms expect different types of content, and that’s true. What it doesn’t mean, however, is that you should sacrifice the style and tone of your storytelling.
Stay consistent so that you can appear everywhere, and yet still give voice to the same story. If you don’t do it, then you’ll end up with a story that people can unpick and discredit all too easily.
A powerful brand story needs to connect with people on a personal level, and in a unique way. Staying consistent with your tone and style is essential, but it’s easier said than done. Take the time to craft a story that stays true to your core message and your brand will be all the better for it.