As human beings, we are wired to learn through stories. Throughout history people have told stories to keep traditions alive, to communicate, to illustrate essential points. Because story is such an essential part of how we learn things, it is fundamentally vital that we create a clear story about our brands.
One of the most important things that you can do to ensure the growth of your business is to craft a story around your business that gives customers a crystal clear idea of what your brand and business stand for.
And because all your customer cares about is what you can do for him.her, even more importantly your story should tell your customers what you can do for them. What are the core values of your business? How does your product or service, based on this value, solve your customers’ problems.
When you start crafting the story that will represent your business you’ll most likely ask yourself, “what will it say?” Start by thinking about the services or products you offer.
Next, think about the problems people have who need the things you sell. This is the foundation of your story.
Storytelling needs a few things to make the magic happen; clear vision, skill, practice, creativity, and enough passion about what you are writing about to follow the story to the end.
Let’s look to a professional organizing business as an example; what might a story of a personal organizer be? Your niche can also help you determine how you tell your story. What services do you offer? What problems do these services or products solve for your customers? What sets you apart from others in your field?
Here are my top 5 Do’s when you are practicing the art of storytelling for your Brand
1. Do structure the story of your brand in the same way that traditional stories are structures, with a beginning, a middle, and an end.
2. Make the narrative that tells your customers how your core values can solve their problems.
3. Make it engaging so that it encourages your audience to interact with your brand.
4. Be clear about what your business’s message is
5. Tell a story that is about your customers-not yourself
Now that we have talked about what makes for good brand storytelling let’s look at what not to do.
Here are my top 5 Don’ts for creating your brand’s story
1. Write something excessively long to describe every who, what, where, why, and when surrounding your company.
2. Don’t add in random stories because you think it adds character. It doesn’t. The only thing it adds is confusion, AKA the death of all sales.
3. Don’t talk about your sales goals or overly “sell” when you are writing your business’ story.
4. Don’t make your story a sales pitch. Your sales pitch is something different, such as your call to action. Leave sales out of your “story” Before you can sell anything you need to create trust with your audience and readers.
5. Don’t tell too many boring details. While the metrics and logistics of your business may fascinate you, these things are not why your customers are drawn to your or your business.
Why is it essential to create a story for your business?
People tell stories for many reasons- to entertain, to teach, to guide, and to explain. Your businesses story can do all of these things, but the one things it must do to be successful, AKA converting audience members into paying customers, your story must be clear and concise.
Your story should be able to take all of the nuances for your business and sum them up into one or two sentences that tell your customer why they need what you have.
Crafting a compelling story for your brand creates a community around your audience members and customers. When you tell a story around your business that people can relate and connect to, as well as benefit from, you bring like-minded people together.
The community you build around your business is where you create repeat customers who trust what you do and are willing to invest in your solutions.
Getting started
Now that you know more about the importance of creating a story for your business as well as the top 5 dos and don’ts of the process, you can get started.
It’s important to remember that writing the story of your business is a crucial element in building the foundation of your brand. As such, this is not a quick and easy writing task.
While you are writing you may have several stops and starts, get a bit sidetracked, and find yourself stuck at times. Don’t worry; this is a normal part of any writing process.
If you use these tips as a guide, you will be able to create a story for your business that positions you as an expert in your field, creates an eager audience, and returning customers.
Have questions? I’d love to hear them in the comments below!
