Stories. Everyone has one to tell. They help people to connect and to find a common ground to share. When it comes to brand stories they help to build trust between your business and customers. Stories have been around for many years and people love to hear an epic story. What is your brand story? And how can you tell it so that it will encourage people to want to do business with you?
Let’s first look at what makes a story good. There are three distinct parts to a story: the status quo, the conflict and the resolution.
- The status quo: this refers to how things have been done for a long time.
- The conflict: this is the challenges the business had to overcome to create a solution to the current problem or it can be the challenges your customer experiences and the solution your business offers.
- The resolution: the success the hero, your customer, has achieved by using your solution whether it is a service or a product.
By considering these three aspects you will be able to create an excellent brand story which will resonate with your customers. Here are five points to remember when writing your brand story.
1. Be authentic
People are constantly bombarded by information and have become quite adept at identifying insincere messaging. They want to know who is behind the brand and they want to know you
2. Be customer-centric
Remember you are trying to build trust with your customer and they need to identify themselves in your story. You should ensure you have a clear idea of who your ideal customer is and how your product or service will assist your client to solve their problem.
3. Be concise
Yes, your customers want to hear your story but they have limited time to consume it so make sure you keep it simple. Write down your brand story and then trim it. Ensure you keep to the essence of your story.
4. Be focused
What is your expertise? What makes your brand stand out from other brands in your industry. It is important to focus on your expertise. This will help you to build a strong foundation for your brand and should not be something you compromise on.
5. Be emotional
It is important that your customers have an emotional reaction to your story. This will help them to remember your story and have it ingrained in their conscious. They should feel inspired and encouraged by your story.
By keeping these factors in mind, you will be able to write a compelling brand story which will encourage customers to do business with you.
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