Your brand’s story sets you apart from everyone else. Otherwise, you’re just one more solution to the same old problem that customers can choose from, and usually with no out-of-the-box differentiator, they’ll base their choice on price. Most of the time, you don’t want customers to choose you based on price alone. You want them to choose you because you are you.
Telling your unique story begins with these questions:
When, why and how did you start?
The best way to show authenticity is to be able to tell your audience when, why, and what you started doing. If you can tell your story in a way that your audience relates to you, and even the roots of your success – even better.
How do you want customers to see you?
As you write your story, it is important to convey your values and ideals in an easy way. Although you are afraid to turn some people off, you really don’t have to worry about it. These people are not your audience. Your audience is made up of people who can relate to your story, share your values, and want to be a part of it.
Where do you see your business down the line?
This is where you try to dream big and your audience knows where you see your business in the future. It also gives you the ability to fine-tune consumer expectations based on what you offer rather than what the competition offers.
How you answer these questions is important.
You’re going to have plenty of opportunities to do this through every communication you have with your audience – whether it’s your blog, social media, or even through the types of products you offer.
With the answers to these questions, you can begin to shape your story and weave it into everything you do.
Share through storytelling
Using an honest and limitless communication style to tell your story, the stories of your customers, and the stories of your products is a good start. Use in-depth case studies, interviews, and blog posts to achieve this.
Share while doing good
Get involved with your community to give back something noticeable. You don’t want to do this just to get noticed, but you want to choose something that helps people understand who you are as a business owner and what your business stands for.
Share through experiences
You and your audience probably share common experiences that should be discussed. The more you can relate to them, the more they will see your offers as unique and different.
Share with the truth
Don’t hype or “blow the smoke”. Consumers are smart today. They want the black and white truth of the matter. If it takes 20 hours a week to do what you are doing and teaching them, tell them the truth. If you had to stay up all night to keep the kids’ schedules, say so.
Don’t just “tell” your story on your blog in the “about” section. Tell your story everywhere. Use infographics, memes, blog posts, guest blog posts, articles, testimonials, good deeds, and all the ways you can get your story out there. Be your story through your actions.