The spicy ingredients of a powerful brand story
If there is one thing that every business owner needs to understand, it’s that their brand is so much more than just a logo. Branding yourself is so much more than that; it’s a puzzle, the puzzle of you. Some pieces fit together nicely to create the brand image that you want to portray to your audience, and this is something that you must focus on doing.
Especially if you’re starting with your business or even if you’re thinking about starting one, your personal brand exists way before that; this comes first in the process. You can only ever begin with the brand pieces that you can handle – especially if you are without a team and a big budget – and then you grow from there.
Writing your digital marketing brand story is going to take some time. No business immediately stands out with their brand, and the sooner you understand this, the sooner you can build a brand story that you can be proud to show the world. The facts of your business that you choose to share will feel right, and when it comes to storytelling, you want the facts to be available to the audience.
Brand Storytelling: It’s Everywhere
We are living in a new marketing era in 2019, and while we are racing toward 2020 right now, facts are facts: brand storytelling is not going anywhere.
Storytelling gives you a chance to show where your brand stands and what you advocated for – these are the pillars of your brand story that you cannot live without.
Your audience craves connection with you, and in a time where people have spent years being talked at and sold to, those connections are fragile. Instead of pushing a product and hard-selling your service, you must work on building that connection through the art of brand storytelling.
Your brand has to connect directly to the audience. Just because you put something into the world, doesn’t make it interesting enough to engage with. You could scream from the rooftops about your product, but unless you give it empathy and love woven through, you aren’t going to get the audience falling in love with you. People find stories emotive, and if your brand is all about quality over quantity, you’re going to get that story right.
Compelling storytelling content is going to attract the masses and play a significant role in making an impact on your audience. This goes to improve your relationship with your customers, and your bottom line all in one fell swoop.
You Need To Be Likable
It doesn’t matter how you choose to project your brand story; you need to be likable. Storytelling will build your relationships with your audience, enticing people to establish a connection with you and piquing their interest, and capturing their attention. All of this will only work if you do it well, and this is the biggest challenge that brands come up against in their storytelling.
They need to be likable. People only buy from you because they like you and they love the stories you tell to get them to buy. You can have all the best intentions to build your customer base, but the challenge is in the execution.
You need time to establish relationships based on trust, empathy, and love, and it’s not always easy in the crowded digital marketing industry we have right now.
As a business owner, this is your chance to make yourself as likable as possible and build a stable relationship with your audience that continues as time moves forward. It’s your chance to create better content that is interesting, engaging, invokes emotions, and talks to your audience like a person. Not like someone who is buying something in a store.
A Biological Response
When you tell a story, you do so because you want to be liked, we’ve established this. The reason people like you after you tell your brand story is because storytelling evokes a biological response. It triggers our emotions, and we find ways to relate to the pain, the love, the happiness.
For example, if you knew that a business owner didn’t look after their employees, you would avoid buying from that brand because it’s not one that aligns with your morals and values. You need to be able to identify with the businesses from which you buy, and your audience needs to feel that way about your business, too. Persuasive advertising is just as relevant as the content that you project to the world.
When you tell a good story to your audience, their brains will physically respond to it, and telling a good brand story comes down to the strength of your narrative. There are so many ways to create a connection to your audience, and some of the examples include:
• Making your brand the source of help to a customer in the story
Writing your brand as the hero that saves the day
• Telling stories about your people, values and where you come from to give you personality
• Telling a strong story helps you to be useful to your audience. For example, the Super Bowl ads are more attractive to viewers when they include a dramatic, familiar story arc.
It’s Never Easy but Stand for Something Bigger than You
Building a brand connection takes time, and you have to be willing to set yourself an impossible dream and chase it to the end. Building a brand story is never going to be easy: there will always be people who don’t like you and what you’re talking about.
It can hurt your feelings a bit, but in the end it’s fine; haters will still hate. There will always be people who hate your brand, but if you have enough people who like it? You’re winning, that’s where your brand stands.
Do you remember, not so long ago, the ad that made people burn Nike sneakers, rage, and also love? Wow, that’s powerful. Regardless, if you stand for conservative, moral, religion, liberal, progressive ideas, define those according to your values and take a unique stand. Ask yourself:
• Where you carry old pain? Letting go
• That thing took makes your heart tick. If you could solve one big problem, what would that be? Save the oceans, Amazonia, someone in your family, or even suffers from a chronic disease.
• The thing that makes you furious, outraged, move mountains, and evoke change?
Drumming up those emotional connections all come down to telling your story, so allow your business self to be vulnerable enough to open up to show your audience that you have compassion and humanity.
Show them that you care and build their appreciation for your business, and you will be able to watch the brand story you write bloom and grow.
And, final words, from the Nike ad:
Dream Crazy. It’s only crazy until you do it.
Are Your Dreams
And, never forget: If they (your dreams) seem impossible right now, you’re doing it right.
It is a brand connection in motion.
PS: So, if you have creative blocks with your brand, I would love to help you. I have the Branding Rescue Session (1000% free) to talk about why that’s been a challenge for you, and what might be your next best step? Schedule your session here. Love is always a policy here, let’s connect!