Your brand story sets you apart from everyone else. Otherwise, you’re just one more solution for the same old problem that customers can choose from, and usually without a standout 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 starts 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 you started doing what you do. 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?
When writing your story, it is important to convey your values and ideals in a pragmatic way. Although you may be afraid of turning off some people, you really don’t have to worry about that. These people are not your audience. Your audience is made up of people who can identify with your story, share your values and want to be part of it.
Where do you see your business down the line?
This is where you will try to dream big and let your audience know where you see your business in the future. It also gives you the opportunity to hone in on consumer expectations of what you offer rather than what the competition offers.
How you answer these questions is important.
You’ll have plenty of opportunities to do this through every communication you have with your audience – be it 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 embed it into everything you do.
Share via Story Telling
Using an honest, no-holds-barred style of communication to tell your story, your customer stories, and your product stories is a great start. Use in-depth case studies, interviews, and blog posts to achieve this.
Share via Doing Good
Get involved in your community to give back something that gets noticed. 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.
Sharing 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 Truth
Don’t hype or “puff 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’re doing, and you’re teaching them, tell them the truth. If you had to stay up all night to meet 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 every possible way to spread your story. Be your story by your actions.