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What’s Your Brand Story?
Let’s consider your brand story. When you tell your story, it’s important to ensure that it relates to your audience.
Yes, the story is about you partly, but it’s really about your audience or customer. You want to tell them about yourself in a way they can relate too. It is not a ‘this is your life’ type story running chronologically through your life.
Crafting a good business story using the foundations of the Know, Like, Trust (KLT) principles is the best way to become closer to your audience.
When writing your Brand Story ask yourself the right questions
- What Do You Do? – What problem do you solve for your audience? Think about results instead of the process at this point. What is the end result you provide to your audience? Some marketers list the features of their programs or products, but as a customer, you are more interested in what it can do for you – the end results.
An example of results over the process would be; instead of talking about designing a fitness program to help people achieve great results, talk about, giving people the body confidence they have longed for, see the difference?
- Who Do You Do It For? – It is essential to talk a lot about who you are doing these things for. They need to see themselves in the story as you tell it. By describing the customer and their feelings, too, you can get closer to your audience.
e.g. I work with busy mums that struggle to find the time or energy to exercise.
- Why Do You Do It? – Again, make your audience part of the why. You do it to help them get the results they crave. They are the reason that pushes you to do what you do.
e.g. I work with busy mums as I have seen first-hand how we are prone to put everyone else first and neglect our own wants and needs.
Storytelling is a powerful way to connect with your audience and to other people on a human level.
It’s always been the way we relate to others and make sense of the world. Stories also help people remember things. Using your brand story to connect to others is going to be the best thing you ever did for your business, your audience, and yourself.
I personally am a sucker for a good story and the words you use to create the emotion behind the story are vitally important. I recall more of the facts from a story based article than a theory-based article.
I read Chip and Dan Heath’s book “Made to Stick”. Within this book is a story about how a non-profit group wanted to educate the public about nutrition, specifically how unhealthy popcorn was when cooked in coconut oil.
They could have stated that it contains 37 grams of fat, but who could relate to that?
They came up with the fact that a medium popcorn contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings — combined!
Makes you think! Makes you remember.
Look at Other Stories
One way to ensure that you know how to tell your story is to check out some other stories. The founding of many businesses – from Martha Stewart to Seth Godin – are all fascinating and interesting to learn about. Your business is no different.
You may not be Seth Godin, but you still have a following and an audience that wants to know your story and will believe it’s just as important as anyone who is now famous.
Remember they weren’t always famous.
Read these stories or watch their stories and interviews throughout time. You can look for many stories on anyone you want via the internet today. It’s interesting to follow an older story of a now successful business owner to see that they had roadblocks and issues too. How they overcame them, and how they are where they are now.
I have recently read Russell Brunson’s books ‘Dotcom Secrets’ and ‘Expert Secrets’ and found he has such a way when sharing his marketing strategies that it makes so much sense and seems easier than I thought. I also did the One Funnel Away Challenge and loved it. If you are interested, you can pick up the Dotcom Secrets Book here.
List Your Audience’s Pain Points
As you write the story, remember to focus on the problems that you solve.
For example, if you help people get organised, get rid of waste, and create a less toxic life, how did you come to that epiphany? Explain it in full detail as you remember exactly how you felt as you discovered the solution for yourself.
When you use the pain points as a reference to the solutions you’re creating, that will create a connection to them. They’ll feel the pain point as you discuss it, and relate to it, and bring it to light. Then they will feel the relief as you solve the pain point or offer them the solution you created.
Explain Your Mission
It can help to write your story if you also know what your mission is. Sometimes writing a mission statement can be the catalyst to helping you tell your story. It’s easy to do in just a few minutes. Just fill in the blanks.
It’s the mission of [Name of Business] to provide [Who You Do It For], [What You Do], in order to [The Result or Value].
Example: It’s the mission of Jen’s Home School Coaching to provide homeschooling mothers creative lesson plans, materials, and engaging strategies in order to make homeschooling more enjoyable, successful, and accessible for everyone.
Once you have your mission statement, you can use that to develop further the story of how you ended up doing what it is that you do. This will really resonate with your audience.
Tell the Parts That Matter Most
As you craft your story, you don’t want to give them all the details.
My older brother tells the longest stories and gives so much detail that you stop listening about halfway through. Sorry bro, but it’s true!
You want to provide them with just enough to pique their interest and build trust with them. If you’re not sure what matters most yet, try writing down three to five key moments in your business that were aha moments for you, then pick just one of those to expand into a full story.
Share an Insight
As you work on your story, you may come to some form of insight that you did not know or realise before. Telling the story can almost be therapeutic for many due to this fact. Focusing on one of these insights can also be a great way to start or end your story.
Have you had any insights over the past 6 months?
Connect that all together as you craft it. Telling your story may not end up the way you thought it might since you are going to focus so much on your audience.
You are going to pick out their feelings, their likes, and dislikes, as you tell this story, even though the story is meant to be about you. It is being mostly about them.