Building your brand is a long, exciting process. Of course most people’s goals involve making sales, but it’s important to never forget your brand story. Why did you start your business? What gave you the idea? And why is it important that you share it with the world?
What is a brand story?
A brand story is not simply an about you, a tagline or a sales pitch. It’s the heart and soul of your brand – and customers want to hear about it! We’re all human after all and telling and sharing stories is what we do best. Share with customers what your motivation was to start the business. What made you do it? Why should they care? And why should they trust you?
Good storytelling is about making an emotional connection. That doesn’t mean you need to create a sob story behind your brand (this isn’t the X Factor), but telling customers relatable stories grabs their attention. By sharing, not only does it show people that you are in fact a human being with thoughts and feelings, but also makes you more trustworthy. You’re not trying to hide your intentions and you don’t then come across as if the only important thing to you is making money.
Why should I tell my story?
1. It makes you stand out
It might feel self-indulgent but people are actually interested in why businesses do what they do.
2. It connects you to the right customers
You’ll find yourself attracting customers or potential co-workers whose values align with yours. People who understand your journey will inevitably be the people you want to work with.
3. No one can compete with you
No two stories are the same. Your industry may be flooded with competition where you’re battling with prices, but no one can compete with your values and brand story. It’s all personal.
How should I write my brand story?
There’s no right way of writing your brand story, but here are a couple of tips to get you started.
1. Keep it simple
You don’t need to overcomplicate it. Just remember the why and the how.
2. Be yourself
Let your personality shine through. Being authentic shows how your personal values align with your brand values and goals. It makes you more relatable, trustworthy and people always appreciate seeing the human behind the brand.
3. Tell them your overall goal
Don’t be afraid to share your purpose (and no, not just to make money). Are you solving a problem? Bringing about a change? Championing a new way of business in your industry?
Using your brand story in your marketing
Your brand story doesn’t just have to be prevalent on your website. Social media is an ideal place to share your brand story. Whether you use Instagram, Twitter, Facebook or Tiktok, their popularity offers an absolute ocean of potential. And they’re all about honesty.
When adverts interrupt people’s scrolling it’s more irritating than anything, whereas a personal story is more likely to be read. Alternatively, why not try using a video to tell your story. Instead of creating a polished production that looks like an advert, why not create a natural, user generated video. These tend to carry a much better conversion rate and highlight your genuine self. Customers are very suspicious and can see right through any fake stories or sales pitches in disguise, so just be yourself. Like we said, it’s about building trust and the best way to do that is to be honest and open.
Revealing your brand story to customers may feel like a vulnerable thing to do. However, the opportunities it gives you with building brand awareness and always reminding you of your ‘why’ is so important in your business journey.
If you need any help or guidance with your creativity, we’re just a message away.