No matter how you market your brand, story telling is important. People buy more into the brand than they do in the product itself. If you want to sell your products, then you need to know how to tell a story. Good story telling is dependent on knowing who your target audience is, how to excite them, and knowing when to change strategies.
Marketing has gone digital for a reason, that’s where the shoppers are. Your business needs to be savvy to online culture that sometimes talks in 140 characters or less. It might seem a little daunting, but once you you take a look at what story you want to tell, anything is possible.
Here’s four questions to ask yourself before you put together your brand story.
1) Why did you start your brand?
One of the best ways to start is with a simple question. Why? What was the reason behind your company? A lot of businesses start because you created something for yourself and it worked really well. Take a minute to remember exactly how and why you started your brand. Find a way to convey the passion that started your brand, and speak from the heart. People want authenticity, and if you can’t be authentic about your love for your brand then you need to take some time to rediscover it.
2) What makes your brand unique?
Let’s face it, it’s hard to be unique these days because for every Coke there is a Pepsi. Obviously, I don’t know what your business is, but for a minute go back to question one. Why did you start your brand? If you started it, there was a reason – and that reason is because the similar services or products just weren’t working for you. Talk about how it’s unique – but do it in a fun conversational way. We live in a society that is filled with ads, and by being online you have the chance to have a little fun with your brand. You can be unique by being authentic, listening and engaging, and being true to your customers that are out there.
If your product is 100% unique – live it up! Showcase it, and let the world see exactly how and why you are unique.
3) Who is your target audience?
You know who they are, they are the people supporting your business. Since they’re supporting you, YOU need to target your story to them! Maybe your audience is hipster teenagers or maybe they are 50 year old men, either way there’s a way to channel your story in a relateable way for anyone that is listening. Again, this isn’t about advertising, but being easy to relate to in an authentic way. There’s that word again, authentic.
Go outside the graphs that show exactly who your audience is, and spend some time looking at what they’re saying online. If you think all your clients are into is skateboards, take a closer look because you might be surprised.
If you are looking to reach out to a new target audience, find a way to do it that doesn’t alienate the audience you already have.
4) How can you tell your story and be true to yourself while also being interesting to your target audience?
This ties in with the question above. My advice is to: Listen. You need to understand the people who love your brand just as much as you need to understand the people who are not buying into your brand. Some businesses I’ve worked with are corporate to the core and have a really hard time adjusting the flow of social media.
Here’s where you tie in your why, and start building a story. Keep it simple, because we live in a society where people skim. N0t only that, but you want a story that is easy to share. You can tell a longer story if you like, but make sure you have something easy to read for anyone taking a glance. Don’t be afraid to ask your customers or your employees why the love (or work for) your brand. You might be surprised just what kind of responses a blog post asking why customers stick with you.
Afraid to write a blog? Start simple and just Google your company’s name (or use a tool like Topsy) to see what people are saying.
Share photos of your brand to enhance your story. Showcase your office or happy customers walking through your store. If you aren’t afraid of video, add a video to your site. Be personal, and let your passion speak for you.
After you write down your story, reread it. Does it resonate with you? Run it by a loyal employee or family friend and see what they think. In the end it’s up to you. You can write the story for you – or you can write it in a way that will resonate with loyal and prospective customers.
So what’s your story? Got a brand? Share your website and your story below.