Telling Your Brand Story
Does you brand story need a microphone to be heard or does it speak loudly and clearly on its own?
People love to tell and listen to stories. It goes back to the earliest roots of mankind and is a part of every culture. Great stories have heroes. They have villains; they have conflict. They may have happy endings, sad endings or sometimes no ending at all.
So how do you tell your brand story? One thing is certain – you can’t expect to stand out from the crowd by telling the same story as everyone else does. If you want to transform your organization, you first have to transform your story. A good story is authentic, it’s creative, it is intimate and emotional. It inspires action and takes the audience on a journey with the brand.
Your story must be genuine.
Tell the truth about who you are, what you do, and what you stand for. What are the values that drive your business? Apply your goals and beliefs to how you handle each and every part of your business. Share the core purpose of your organization with others in order to articulate your brand story.
Your messaging should be consistent.
Telling customers one thing one day and then something different the next day not only confuses them, but makes your company appear to not understand its own core messaging. Giving mixed messages can lead to mistrust. Make sure everything you say reflects who you are as an organization. Consistency in your messaging is key to helping others understand what your organization represents.
Engage with your customers.
People like to share stories and these stories give your message context. Your story should have the power to convey to customers how to think and feel about your brand. Strong stories have the ability to influence customer behavior.
Your brand is what you speak. Make sure to choose those words wisely so that your story portrays the truth while catching the attention of others.