Turn your story into your brand


A great storyteller captivates his audience, weaving words like a tapestry to create vivid images in the minds of listeners. He knows when to bring in other characters or supporting pieces to bring the story to life. A great storyteller is credible, in a way simply because he probably has a great story to tell; he colors every detail and chooses every word to arouse the listener’s interest.

How great is your story? If you go up in an elevator and you only have four floors to explain what you’re doing, can you do it? If you are in a mixer, is your “story” delivered the same as in the elevator? If you are a presenter at a conference, how do you share your story in a quick intro or program description?

If your business is what you are talking about then you are the storyteller and your brand is the story. What impression do you give to your captive audience? Are you weaving this colorful picture or just reciting the same old line?

According to Scott Bedbury, former marketing manager for Nike and Starbucks, “A brand is a metaphorical story that … connects to something very deep – a fundamental human appreciation of mythology … The companies that manifest that sensibility.” .. invoke something very powerful. “

That “something is emotion. Whether it’s a sense of security and confidence or the excitement of unknown possibilities, big brands have the ability to reach the hearts of customers. Businesses can. offer superior products and services or ultra-competitive prices, but the most loyal customers will buy into the brand’s story, especially if they feel they can be part of the story.

So how do you know if your story resonates with your customers to connect with your brand and who you are as a business? What steps can you take to refine your branding and business message so that you stand out from the competition? Here are some ideas to get you started:

– KISS: Keep it simple, stupid! There is a natural allure to getting super creative with developing a brand identity and a message, but if the message isn’t simple it will fail – your customers just won’t understand it and won’t be able to. understand it. find an emotional connection. Think about your choice of words, your tone, and your style. Keep it simple and straightforward. Don’t let your customers guess what your brand is. Make the vision crystal clear.

– Develop a positioning statement: what are you defending? What are your core values? Why should a customer choose you over a competing VAR? Think about your value proposition, then share how it actually turned out to be your business. Chances are there are some great nuggets and an “aha” moment that will allow you to dig deep into the heart of what your business is and what it stands for.

– Once you’ve told your story, make sure you live it and breathe it: okay, that sounds simple enough, right? But if you tell your customers and prospects how you are different from others, you better be prepared to prove it – over and over again. Because your story must be solid and infallible. And everyone who works for you should believe in the story, too. It needs to be rooted in your employees so that you are all telling the exact same story. Be consistent in your message, not just in an ad or email, but in the way you think and do things on a daily basis.

– Spread the word: consistently use your story and message in everything you create. Relentless repetition (and keeping the message’s promises) will strengthen your brand, positioning you as a leader and resource.

It’s fun to tell stories and even better to listen to them. Best-selling authors or award-winning musicians don’t just sit randomly and jot down a full novel or song lyrics. They take calculated steps to develop and tell a particular story, usually very close to the heart. Your story shouldn’t be any different. Your brand depends on it.

Source by Michelle Kabele

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