Done correctly, business branding can give your customers a compelling case to purchase your offerings. A good brand is capable of inspiring trust between your business and employees, suppliers and customers.
If you are an owner of a small business, knowing the correct way of telling your business story must be an integral part of your operations. The purpose of a brand story is strategic, and it aims to draw people in. The following are tips to write a compelling brand story.
1. Set the limit
It’s important that your brand story engages customers. However without a clear focus, you are going to lose your consumers’ attention. The secret is to set the tone right from the start.
• In starting your story, make sure that you answered the questions below:
• Who is the persona?
• What’s the purpose of telling the story?
• Where and when is the story happening?
• Who are the characters in the story?
• What challenges did you face?
• What are you trying to achieve?
Parameters are important because they help you create a story that is engaging and which makes sense to the audience. It’s important to set the scene to enable consumers know precisely what the story is all about. Even more importantly, give them a reason why you are narrating the story.
2. Be r
If you want to gain the trust of your consumers, just be authentic. Avoid trying to fool your readers with exaggerated tales. Consumers will easily tell when you are trying to pull their leg, and they’ll lose their trust in you.
Your business story needs not necessarily elaborate. If anything, if your business doesn’t have an incredible history, avoid the temptation to create one.
If your narrative is genuine, chances are it will connect with consumers more than if it was based on lies.
Being transparent shows your uniqueness and at the same time acknowledges the human side of your brand. Show the challenges and failures you went through, as this shows that things aren’t always easy. This is important because it will create emotional connection, and at the same time reveals admirable traits, for instance innovation and resilience.
An example is to adopt an open book’ approach when communicating to your customers. Reveal what goes in making things at your business or what happens there. For instance, you could use the local ingredients you use at your restaurants.
3. Have a clear ending
The hallmark of a great business story is that it leaves your readers with something. Did the story contain a lesson? What will the audience learn from the story?
Business stories need to have a clear outcome. Offer a thought-provoking message that inspires hope, accompanied with actionable points that will leave the audience with no option but connecting with your brand.
4. Consistency is the name of the game
When you write a branding story that is disorganized, your customers will be left uninterested and confused. Ensure that your brand remains consistent across all your channels. Maintain the same logo, slogan and color for both print and digital marketing materials. Through repetition of verbiage and images associated with your business, you will create brand awareness.
Make sure you are consistent when talking about your brand. Brand storytelling takes a lot of practice. Make sure you know the story thoroughly well before you present it to your customers. It will help you to tell it naturally and make your story appear more authentic.
If you are doing content marketing, make sure the message is consistent all through. This even includes the blogs you write
Also, make sure all your social media channels like Facebook, twitter and LinkedIn have a consistent brand message.
5. Involve your consumers
Used correctly, business storytelling can help you strike a connection with your potential customers. You could say how a certain event that’s related to your business impacted on you and if it taught you anything. Not only does this creates an instant response but also makes your story memorable and viral.
It’s natural for people to want to be part of stories. You could include your customers as characters in the brand you are marketing. Find ways of involving your audience in your brand story.
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