During this time of quarantines and social distancing, what has been keeping you engaged? For some, it’s hobbies or building our businesses, but for many, it’s TV, books, and movies. According to a StudyFinds report in April, the average American was bingeing 8 hours of streaming services PER DAY early on in quarantine! From the very young to the very old among us, our brains are wired to love a good story… and your brand story is no different.
What is a brand story exactly?
A brand story is the retelling of the events that brought your company into existence. It also conveys a narrative of your why or your mission – the thing that continues to propel your business forward. And much like the stories from your favorite books or streaming service, a compelling enough brand story evokes emotion, empathy, and loyalty from your audience.
Your brand story connects you and your business to your potential clients in a more authentic and vulnerable way than a simple “About Us” section on your website.
So how do you create your brand story?
When crafting any story – brand or otherwise – it’s important to start with…
- The characters (In this case, you and any other founding members of your business, but also – and more importantly – the people you set out to help with your company. Remember, they are the true “heroes” of your story.)
- The setting
- The plot
- The conflict (The problem your hero needs to solve.)
- And the resolution (The mission of your company!)
For your brand story purposes, you could also break down your storytelling into…
- What you do
- How you do it
- And why you do it (Your purpose!)
Start at the beginning of your brand story.
You don’t actually have to use the phrase “Once upon a time…” but that’s essentially where you begin with your brand story, as you would with any story.
Where did your story start?
- Was it from a personal event that happened in your own life? A struggle that you or a family member had to overcome?
- Was it a result of working in corporate America long enough to realize you wanted to run your business (and your life) differently?
- Was it the product of a deep coffee shop conversation with your best friend or a late-night phone call with a loved one?
Wherever your story began, take your audience on that journey with you.
You want to be honest and vulnerable. Your ideal customer will connect with and relate to you on this journey, and it will establish a foundation of trust as you work together.
Dive deep into your brand’s why.
If you don’t have a moving narrative or humble beginnings tale to weave, now is when you want to really lean into your purpose.
- Why does your business exist?
- What keeps you and your company moving forward?
- What inspires you?
- What do you hope to accomplish in the world?
- Who are you trying to help?
- Whose lives are you changing with your products or services?
This why or purpose has to be far more compelling than “to make money” – and if you dig deep enough, you’ll find there is way more to it than that. There are plenty of ways in this world to make money that are way easier and less stressful than entrepreneurship and building your own business.
Share your passion for what you do with your audience. Your enthusiasm in your brand story will be contagious!
Put pen to paper (or fingers to keyboard) and write.
Once you’ve thought through your brand story, it’s time to get it down on paper (or into that Google Doc).
This can be overwhelming for some people – especially when you don’t consider yourself to be a writer – but no one knows your story better than you, and your first draft doesn’t have to be your final one.
If you’re really stumped on this step, reach out to our team. You’d be amazed at what a content writer or marketing professional can do with your rough notes or a Zoom conversation when it comes to creating a beautifully written and engaging story for your business.
Share your brand story with the world (or at least your corner of it)!
Once you’ve crafted your brand story, it’s time to share it with your audience.
Remember, as with any of your brand marketing, your story will not speak to every single person, but your ideal client is not every single person. If you are trying to speak to everyone, you are actually speaking to no one.
Creating your brand story gives you clarity in your messaging, and it also gives you a fantastic source of evergreen content for your marketing channels.
Here are places you can share your brand story:
- Your website (This is where you should share your story in full.)
- Your social media (Elements of your story – particularly your why – should come through in your posts.)
- Your email list
- Your blog
- Print materials or media
Truly, the possibilities of sharing your story and using it to inform your content are endless!
If you need help crafting or sharing your brand story, the team at Amazing OBM would love to connect. You can start by scheduling a FREE 30-minute consultation. We are happy to chat, offer you some valuable tips, and determine if we are a good fit for one another in future endeavors!
Creating and Sharing Your Brand Story… and Why It Matters
July 15, 2020
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