Brand Essentials | There Is An Art To Telling Your Brand’s Story: 7 Ways To Get It Right
Brand Essentials | One of the most effective ways for small business owners to get a leg up in this competitive climate, and distinguish themselves from the rest of the pack is to tell their brand story. Brand storytelling isn’t a new idea, but with the exponential growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect marketing techniques have become a strategic priority. Stories, unlike any other element, allow brands to connect with their clients on an emotional level. And stories in the digital age are especially powerful.
Stories matter both in life, and in marketing. The reason is simple. Great stories make people feel something, and those emotions create powerful links between the audience, the characters within the stories, and the storyteller. Following are five tips that brand storytellers understand and use to intrigue, engage, and connect emotionally with clients. Together, they can help you create compelling brand stories for your own content marketing and integrated marketing efforts.
Speak truthfully | Brand Essentials
The most memorable brand stories tell the unexpected, speak directly to the heart, or dare you to live life to the fullest. This is why honesty and transparency are vital in brand storytelling. Yes, you’re crafting “stories,” but they have to be based on the character of your brand, products, and industry. Be creative, but don’t stray too far from your brand promise. Confusion is the number one brand killer.
Be consistent | Brand Essentials
Make sure your brand stories are always consistent with your brand promise and image. If your target clients doesn’t understand how your story relates to their perceptions of your brand, and their expectations for it, they’ll walk away from your brand in search of another that does consistently meet their expectations. Consistency will help reinforce the business’s character, and clarify its offering, so clients are aware exactly what to expect from the product or service.
Consider what is driving your business | Brand Essentials
Your core values are the set of personal, ethical, and ideological guidelines that set the standard for the way you run your business and live your life. Identify the qualities and beliefs that are most important to you, and use them as the compass that guides your actions and decision-making process, as well as your storytelling. And most importantly, don’t let yourself stray from them – even if the alternative course of action seems easier in the short run.
Know what makes you different | Brand Essentials
Standing out means being different. If your brand is going to be strong, you need to be able to pinpoint what it is that makes what you do unique. What sets you apart from others in your industry? As a small business, you probably cannot compete on price. Instead, make sure you can convey how you add value, and communicate this to your clients!
Perfect your craft | Brand Essentials
If you want to stay on the leading edge, your quest for knowledge should be insatiable. There’s always something new to learn, no matter how extensive your resume may be. Give your clients an unforgettable experience, or deliver the best possible product, and they’ll turn into repeat clients – and tell their friends!
Value doesn’t always mean lowest price. You can focus on product leadership by having the best products in the marketplace, operational excellence by having the lower prices in the marketplace, or great customer service. Remember, you can also focus on a combination of those things.
Be innovative, bold and daring – stand for something you believe in | Brand Essentials
Celebrate what your target audience is passionate about. Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding. Think about brands you love. Those brands commonly stand for something (or against something) and connect with their customers emotionally.
When building your brand, think of it as a person | Brand Essentials
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Your target audience has an uncanny ability to pick up on your brand “pulse” or brand energy. Start raising your brand energy levels, because a slow simmer won’t cut it here.