In this day and age of multifaceted Internet marketing, consumers are often becoming tired of reading content that appears genuine, but actually results in a hard sell. Even a nuanced sales call to action can easily be spotted, often resulting in feelings of fatigue or disdain – not the kind of emotions that you’d want to resonate with your brand. This is why a powerful and genuine brand story can communicate well with your prospective audience. As people grow tired of a disguised sales pitch, offering a coherent and engaging story as to what your brand can do for them, will build consumer trust and brand awareness down the line. You’ll want your brand to have personality and a compelling story can help with this.
So how do you tell this story? Let’s go through a series of step-by-step questions to focus on and develop your story around.
Who Are You?
Any good brand story needs to start from the creator. Readers want to feel a personal connection between a genuine human being. Describing who you are and your roots will set the stage for you to introduce other aspects of your brand through your story. Be genuine and tell it how it is.
This section needn’t be a sales pitch and, definitely, not a place for arrogance, but rather one should focus on making a connection with the audience as to build trust. The key is to think about the word “connection” and base your writing around it. The first reaction to this is, usually, along the lines of “but should others care about me?” People often scrap this section as not to sound egotistic, but, in fact, people want to know about the real you. As people read about you, this will establish confidence in you and ultimately your brand. A more intimate connection will also create a sense of purpose for prospective clients.
Why Have You Built a Brand?
Now that you’ve explained who you are, you’ll need to explain why you do what you do. A sense of passion and ambition is what will need to come across. It’s important to avoid making cliches in your writing such as “I started this company because of my passion for online retail”. Ultimately, a good business is one that can solve a problem for an individual. Ditch the cliches and focus on the problem that you identified, which got you to develop your brand in the first place.
If you’re not sure how to articulate the problem you identified, think in terms of the following two questions:
- What did you see that was problematic around you?
- How did you realise you could make things better?
Remember once again that this is not a section related to selling. You may be tempted to take the opportunity to demonstrate how your brand can solve a problem, but this is about telling a personal story instead. Customers want to identify with you, as the right person who helps to solve their problem. You’ve got to show why you are here so that you appear as a credible person for the job, whose outward looking can solve problems with ease.
What Do You Do?
A lot of entrepreneurs will see this section as springboard to launch their brand into the face of their audience. It’s good that you have passion for your business, but you don’t want to tire out your readers. A clear and simple statement of what you do as a person will resonate well with the audience.
There’s no need to elaborate excessively – you’re not trying to write a chicago style paper here, so just focus on enough to arouse interest. Language should be simple so that everyone can understand. As you’re writing, it’s good to think of the following questions:
- Is my writing clear?
- What benefits will this have?
- Am I succinct?
- Is this likely to provoke a thought?
What you do relate to is how you can bring benefit to a client, if they were to do business with you. A short and easy to read statement of what you’re doing makes a member of the audience interested in engaging with you.
How Do You Do It?
Hopefully, by now you’ve established a short statement of what you do without waffling on and on about your business. Now you’ll want to establish exactly how you do what you do.
Be precise and clearly articulate your process. Think about how your client is going to solve their problem step-by-step and come up with a methodology that you can work around. It’s important to go into detail here, but not excessively. If you write that you can offer “a three step consultation and solution” then this doesn’t offer enough information to go on. What exactly is this consultation and what are these steps? You’ll want to show how you can solve problems with relevant detail.
If a reader can see that you’ve put time and thought critically about your business, they will be thinking of you as the go to person to approach for business solutions. Moreover, people want to know what they’ll be entering into, if they were to approach your business. Make it clear that a client will get a valid return on investment, if you were to work with them.
Who Have You Helped?
It’s all well and good demonstrating your brand through a personal connection, but who have you actually helped? Some evidence is needed here. You could either lead your prospective customer through a long journey of finding reviews online or you could offer some first hand social proof that you’ve solved problems.
Know your audience and gather some information together on who you’ve helped and in what way. You should focus on a client that has a lot in common with your readers. If you can remind your viewer of a client you’ve helped with a similar problem, you’ll be well upon your way to building brand awareness and credibility. Clarify how you’ve helped them and what their challenges were. Take your reader through the process to demonstrate that you can bring the real value to people.
The story that you’ll craft to perfection should instill, ultimately, a reflection of your story in your brand. The story is, in fact, your brand. Being able to express your story to be shared with others illustrates your ability as a powerful communicator. This translates a message of powerful brand reputation.
Make sure your writing and your story connect with your audience and bring out the best of your business.
About the Author:
Christina Battons is a creative writer and content strategist from LA. Currently, she writes for various sites. Her posts address the topics about self-education, writing, motivation, professional development. In her spare time, she prefers to read novels and crime thriller stories. Connect with Christina on Twitter.
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