Branding your business is all about building a strong relationship between your business + your target client. Instead of putting the focus on straight-up facts about your products, services, and process, it’s best to hone in on your core mission — your values and purpose and connect with your audience where it counts — emotionally. The most powerful way to do this is by creating a brand story and sharing it through every touchpoint of your business. Let me show you how.
The Brand Story: Why you NEED it
A brand story is the narrative that you will build around your business to hep your audience understand the why, what, and how your business:
- Why you do you what you
- What you do
- How your business relates to them specifically
Not everyone is comfortable with storytelling but it’s an amazing marketing tool when it comes to running our businesses. A great story can capture and hold the attention of your audience. It is memorable and makes people want to share what they’ve heard with someone else. With this well-crafted story that continues to develop over time, you’re creating lasting impressions with your clients and building a strong client base.
At the very core, branding needs to build upon a foundation of emotion and continue to grow up from there. This is how consumers choose one brand from another because it’s a way to express their own individualism and, in a way, make a statement about themselves through the way they shop or whom they choose to do business with. Creating a brand story tells your audience how you want them to feel and what it means to be a part of your tribe when they choose to work with/buy from you.
Essential Elements of a Properly Crafted Brand Story
We all know that every story has a beginning, middle, and end. The other way to look at this is:
- Introduction
- Conflict
- Resolution
If you can write these three basic components, you can create a brand story that your audience will find compelling enough to read through from start to finish and then again.
Let’s go over these elements.
- The Introduction
Here we are going to set the mood. We will introduce the scene and explain who this story (this brand) is for. Don’t forget to be absolutely clear in WHO this story is for (in case you forgot, this is for your ideal client!)
Be clear about who your ideal client is. What motivates them, what is important to them, what drives them to achieve their goals. (In case you forgot, as well, their goal is the result you are going to offer through your services).
2. The Conflict
It is always tempting to skip over anything negative when it comes to writing directly to your ideal client, but in this case, bring in the drama. People love drama and without it, stories are simply manuals destined for drool spots. Your conflict is what is going to start your emotional connection with your audience so don’t be afraid to drill into your own personal hardships. Showing personal experiences allows for your ideal client to relate and form a connection. You want them to know that you’ve been where they are and can provide the solution.
3. The Resolution
Now is the time to provide the solution that your business offers. Begin to connect the dots from the problem your ideal client is facing to the services you offer. Paint a picture of what it would look like to overcome their specific problem and reach their desired outcome.
Your Client is your Main Character
Your brand story should center around your ideal client. After all, they are the entire reason you are writing a story and developing a brand. Every time a client comes into contact with your business it’s your goal that they clearly see how they fit into your narrative and understand exactly why your business is of value to them.
PROTIP: Remember to dig deep into your emotional side. Be creative with your language (whip out the thesaurus) and really drive your message home by empathizing with the journey that your ideal client is currently on. (You’ve been there, you can help!)
Tension Can be your Friend
Don’t be afraid to create a bit of tension here and there. You do want to demonstrate that your services are the ultimate conclusion to your prospective client’s problem, but also emphasize that whether they choose to take you up on your offer to help them is their choice and their choice only. (Only you can change your life for the better).
Until they decide to choose your service then the resolution part of your story will remain open-ended and that’s okay! It’s meant to be that way because your client’s follow-through is your conclusion.
Putting your Brand Story to Use
Don’t think of your Brand Story as your “About Me” for your website, or a composition piece to slap somewhere on your homepage in 500 words or less. I wouldn’t hold it against you if you did this, it’s really up to you, but it wouldn’t be the most compelling way to tell your story or capture anyone’s attention.
Try to think of your story as something that needs to infuse each and every touchpoint of your business. (Each time your client comes into contact with your brand).
- through logos
- -through emails
- -through packaging
- Proposal documents
- Instagram posts
- Tagline
- Literally everything
The point is — your story is told through all of these pieces and with each piece, it’s strengthened. Now, I’m not saying with all of these pieces you need to copy and paste your entire brand story. Instead, insert important reference pieces and use them appropriately through these areas. When you put all the pieces together, from your messaging to your visuals, they will all be telling a cohesive brand story that resonates with your audience and is clearly memorable.
Ready to create your own memorable brand story but need help? Schedule your free brand consultation with me and we’ll get you started on your path to self-discovery today!
