People love a story. Facts and figures can make a compelling argument but have a narrative to wrap them up in and you have a message ready to deliver. Creating a story for your business can be one of the most effective ways to get customers on board quickly. But the story has to connect to the values of the business in real life. So, here, we’ll look at the different ways you can craft your story.
This is something that should appear in almost every brand story. Great businesses and products go after the human heart, not their wallets. Try to pull your view back just from the immediate benefits your products and services can offer.
What is the overall value it contributes? How does it change or fit a lifestyle? What is the biggest change it can contribute to? Luxury clothes brands, for instance, don’t just sell a garment or even an image. They sell a lifestyle of luxury.
How you position yourself in the market is just as important, of course. If you have competitors, then it’s inefficient to go head-to-head with them on the same values. Show that you can do what they do, but show you can do more. Find the niche, find the customers they’re not focusing on or that little extra bit of versatility or support that they don’t. It makes the differences between you and them all the more obvious.
If you’re in an industry where real expertise carries weight, then wear with pride. In manufacturing, for instance, Industrial Marketing Works highlights the importance of using educational content to put your in-depth knowledge of your services to work. Any business, however, can show that they have their finger on the pulse of the industry while also producing content that their potential customers can make use of.
Back to emotional appeal in stories, few are more appealing than a sense of belonging. There’s a safety and a shared sense of gain that comes with being a part of a community. If your business has fans or it has a focus on bringing people together, make sure it actively does that. Pay close attention to social media followers and brand advocates. Hold contests and campaigns that highlight contribution and shows off the customer base. Get them involved and make them feel like they belong.
Even when a business takes a misstep, it can contribute to the brand story. There’s nothing people love more than a redemption story. Even if you royally mess up in the eyes of your customer base, you can win a lot of them back and win a lot more by admitting your mistake. More than admitting, you can use case studies to show how you make use of feedback to create real changes in the way you do business. It shows that your commitment to the customer isn’t just lip service.
Whether the story is based on the values of the business or you use the story as a guide to emulate and follow, the fact is that the connection needs to be there. Inconsistency is one of the most easily noticed things, so try to eliminate it. Stick to your story.