Your company’s brand story is more than just a narrative, but a complete picture composed of feelings, facts, and interpretations. Part of your story isn’t told just by you, but by your followers and customers. There is more to your brand than your logo and mission statement. From the colors and style of your packaging and business cards, to the staff members you hire, your brand story should reflect the truth about you to your audience.
You Need to Tell a Story
Differentiate yourself from other businesses. Creating a brand story isn’t just about standing out, though. You should be telling a story people care about that helps them grow to know, like, and trust you. Your audience should know exactly who you are and how you can serve them. Human connection is the core to business.
You have to define your message. When people come to your website, you have 5 seconds for them to realize who you are and how you can serve them. Don’t get caught up telling your personal background story. I hate to break it to you, but most people don’t really care where you graduated from or what awards you have won. What your audience cares about is how you can help them move forward in their industry. Check out our blog post on understanding your audience.
Explain who you are simply and relevantly, allowing you to be tied into a specific subject. For instance, I want people to think of Karoline Rose and KRose Marketing & Consulting when they have a question about social media or email marketing. There are other services we offer, but this is my area of expertise highlighted in our brand story.
A potential customer who visits your website and/or social media page(s) should be able to identify your message quickly and easily. It should be easy to repeat. If you have a team working with you, each member should be able to explain the company message in a clean and concise manner.
Capture your unique voice. You have to know how to talk to your customers, but your customers have to know you. One of the fundamentals to achieving this is to have a strong, unique voice. Your customers become lifers – they sign up for everything, attend every event, buy lots of product/services, when you have served them really well.
If you were to hide your name and logo, you want to have a signature style of writing that is easily recognizable to your customer. It should be so distinct, people can read your email/blog and know it’s you without branding.
Voice takes some time and experimenting to sharpen, but once it is defined, make sure to stick to that style. For example, I don’t type any of the blogs or emails, I do everything through voice recording. The KRose team knows my voice so well, they’ve nailed down exactly how I communicate. The closer you work with them, the better.
Talk Directly to your Ideal Customer
In the process of talking directly to your ideal customers, you will repel some people. Remember this is more than OK! If you’re talking specifically enough, only your ideal customer will be receptive to your message. Put the customer first always. When you’ve built a business from the ground up, it makes sense to feel like the headline of the company. But your ideal customer should be your top priority. Focus on them, once you’ve identified who they are.
The marketplace can get a little noisy with what is being offered, rather than pinpointing our customers problems and solving them. Don’t get caught up thinking about your competition. Save your attention for your customers wants and needs. We are firm believers in community over competition. One way to really build your business is to refer people out. If you can’t serve them, then it’s really important that you are willing to share your customers with others in the industry. It’s better to have that customer served well than have them served just by you.
Hire a Web Designer with Sales Experience
A well-designed website is essential & often the first impression a potential customer will have of you. Consider finding a web designer with experience in sales, marketing, advertising, and/or other business areas. If you notice a lot of people are coming to your website, but you aren’t getting any sales, the website isn’t designed properly. A good website needs to get people to click and take action.
Although the look of your website is essential, a pretty website that is difficult to navigate or doesn’t direct a customer to purchase isn’t going to do you much good.
Here’s a quick assignment for you. Think of 5 things that make your brand unique and write them down. Write down your brand’s goals, motivation and objectives. Finally write down what you are learning and working on. This exercise is a great way to get started in defining your brand story.
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