Don’t Just Sell, Tell Your Brand Story
Everyone loves a great story.
Storytelling is one of humankind’s longest, most revered pastimes. Stories appeal to us because they intrigue us and they inspire us. They help us relate to one another in a visceral and emotional way.
Stories aren’t just for entertainment.
They’re also powerful tools in business. Brand stories help businesses build lasting loyalty with their audiences. You may think that only large businesses need brand stories, but that’s not the case.
Without a story, you can’t effectively connect with your target customers.
Even within your VBO niche, you still have lots of competition.
A compelling brand story is what sets you apart from other businesses that provide the same or similar services to yours. So, how do you create a brand story that’ll generate awareness and loyalty for your work from home business? Keep reading to find out.
Every story has a beginning, a middle and an end. Your brand story is no different. Take one of our favorite stories, Fisherman VS. MBA, as an example.
It has a beginning, middle and end structure, creating a natural progression that makes the story easy to follow throughout. You can think of your brand story as your business’ origin story. Your brand story should tell your audience why your business exists and what you’ve accomplished.
Structure it according to this format: Problem – Solution – Success.
In the beginning of your story, talk about the problem that necessitated the creation of your business. In the middle, describe what you did to solve that problem. And in the end, share about the success that your problem-solving produced. In your brand story, be sure to share your mission statement and your core values to give your audience a sense of what it is that you’re all about (beyond making money).
There are some key things you want to keep in mind when crafting your brand story:
You want to keep it succinct. Long stories with too many detours quickly become boring, and you definitely don’t want to lose your audience’s attention. You want your story to have momentum, so choose your words carefully and limit yourself to the most impactful and essential points.
Know your audience.
To capture the attention of your target audience, you need to do some research about them. What motivates them? What are their likes and dislikes? What are their interests? What inspires them? Having the answers to these questions will help you create a compelling story that resonates with your intended audience.
People like stories about people. Whenever you can, include a person in your story, whether that person is you as the virtual business owner, or a client that you served. That gives your audience a figure to identify with. Take the story of the Globe-Trotting Artist as an example. While it’s not a brand story, it’s a story about a fellow VBO who’s enjoying one of the greatest fruits of being a VBO: being able to live and work from wherever. By zeroing in on a person, you give your story a protagonist. And every great story needs a protagonist.
Eventually, your brand story will grow beyond the origin story that you publish on your website.
It’ll encompass all of your marketing messaging and your online presence – thanks to social media, your clients and audience can impact your brand story, so keep that in mind. Your brand story will become the cohesive narrative that includes the facts about your business and feelings that your brand elicits.
Be consistent across all of your messaging to build trust with your audience. And make sure that everything you publish or produce is in line with the values you espouse in your story.
So, think about your business, your values and how you got to where you are today.
Share it all in a compelling story that’ll help your audience identify with your brand.