We’ve already discussed how brands with stories tend to be more engaging for customers (Apple, Nike, etc.), but it may be helpful to discuss how to communicate your brand’s story. Especially since you have to think in terms of your customers’ wants and needs (always) and you don’t want to sound too promotional or preachy. Telling your brand story isn’t that much different than figuring out a marketing plan, but it does require a very human voice. Stories are engaging for people because they put a human face to a company (which can often seem like a large, faceless, uncaring glass building).
Start with Intended Audience
The first step to any storytelling (or marketing) is to properly identify the audience. Who are they? Why do they care? What benefits does your brand provide to them (try to think of 2-3)? It’s vital to think in terms of your audience and their needs if you want them to really engage with your story (and brand).
Reasons to Believe
Now that you have your intended audience and understand the benefits your products provide, you need to prove it. It’s one thing to say you have the best customer service in the industry, but it’s another thing entirely to be able to back it up (awards, testimonials, etc.). People will be more likely to believe you if you’re able to back up your claims — not only when asked, but instead, provide the information transparently. It’s even more effective if the proof comes from somewhere other than the company (customer reviews, publication awards, etc.).
Voice
How you tell your story tells a lot about your brand and your company. It may seem intuitive to always have a professional voice, but sometimes “professional” comes off as aloof and uncaring. Certainly it’s imperative to be professional in terms of how you deal with people, but there’s also something to be said for adding a more human face to your company by showing a sense of humor or being empathetic. Whatever personality makes sense for your brand, make sure your voice consistently conveys that personality in your story and in your marketing.
Main Idea
Now that you’ve identified the marketing objectives behind your story (who your customers are, what benefits you provide, why they should believe and your brand voice), it’s time to figure out the one sentence that sums up your brand story. What’s your company’s niche or competitive advantage? Why should someone buy from you? What makes you different? How did you get to where you are now? All these concepts can help you think about the sentence that sums up the main idea of your story.
Telling Your Story
With a framework of marketing objectives and your main idea, you can begin to build out more of the story line. The basis of your story will help you create marketing campaigns and promotions which are more engaging. You’ll also be able to use your story to connect with customers using social media (and perhaps have them add to your story with their own points of view).
How do you tell your brand’s story?
(photo by spisharam, on Flickr)