As a brand story copywriter I love hearing the narrative behind you and your business.
Here is my quick guide to brand storytelling and why it should be part of your marketing plan.
What do we mean by brand story?
Brand story is a term used to describe the impression reflected by your business each time someone encounters your brand. This is conveyed through your website, on social media, advertising and even word of mouth.
Why care about your brand story?
Because customers do. Unless you are offering a totally unique product you need to find a way of standing out from the crowd. The old marketing term – ‘People buy people’ – is worth remembering when engaging those ideal clients. We are all more likely to engage with a business if it shares core values similar to our own.
How do you tell your brand story?
1. Tell the truth as you see it. Perhaps you have a policy of local purchasing because you value a small carbon footprint. Do you take part in an apprenticeship scheme because you believe it is important to help young people into employment? Be open about how you do business and why.
2. Don’t be afraid to reflect your personality in your marketing materials. Combining a professional but relaxed style allows you to instill confidence whilst appearing accessible.
3. Show that you understand their priorities and how to make their lives easier. Another old marketing term – talk about benefits not features.
What does this mean in practical terms?
There are many ways that you can begin to share your brand story.
1. Review your website. Does it tell your brand story and create a relationship with those people who share your core values?
2. Write a regular blog post. A blog is an excellent way to share meaningful content with customers. It also helps to place you as an expert in your field and can improve Google rankings.
3. Polish your elevator pitch. Does your passion for the work shine through? Networking is an excellent opportunity to speak about the reason you to get up in the morning.
Do you have a top tip for brand storytelling? How do you choose to tell the narrative behind you and your business? Share your handy tips below.