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 some ways simply because he probably has a great story to tell; he colors every detail and chooses every word to arouse the listener’s interest.
Regarding your story, how good is it? If you are riding in an elevator and you only have four floors to explain what you are doing, can you do it? If you are in a professional blender, 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 you are talking about your business 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 board or are you just reciting the same old line?
According to Scott Bedbury, former head of marketing for Nike and Starbucks, “A brand is a metaphorical story that… connects to something very deep – a fundamental human appreciation of mythology… companies that manifest that sensibility. .. invoke something very powerful. “
That “something is emotion. Whether it is a sense of security and confidence or excitement in the face of unknown possibilities, big brands have the ability to reach the hearts of customers. companies may offer superior products and services or über-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 so that they 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 by developing a brand identity and message, but if the message isn’t straightforward it will fail – your customers just won’t “get it” and won’t be able to. 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 do you represent? What are your core values? Why should a customer choose you over a competing VAR? Think about your value proposition, then consider how it has actually evolved in your business. Chances are there are some good nuggets and an “aha” moment that will allow you to dig deep into the heart of your business and what it stands for.
– Once you’ve told your story, make sure you live it and breathe it: OK, 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 ingrained 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 every day.
– Spread the right word: Always use your story and your message in everything you create. Relentless repetition (and keeping message promises) will strengthen your brand, positioning you as a leader and a resource.
It’s fun to tell stories and even better to listen to them. Successful 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 the one close to their hearts. Your story shouldn’t be any different. Your brand depends on it.