What is the backstory to your brand? What’s more, how can you make your brand stand out from the crowd?
Always keep in mind that your brand comprises everything that comes to mind when someone thinks of you. The brand of an automobile manufacturer may evoke sentiments of security and elegance. But it also has to do with the company’s history and attitude toward environmental issues. Brands are just as intricate as the businesses they represent.
The easiest way to simplify those brands and connect with your audience on an emotional, unforgettable level is through storytelling. This is due to the fact that you are more than a product. You’re a one-of-a-kind business with a compelling storey to tell about yourself and others.
Let’s take a look at seven strategies to make your brand’s store really stand out.
What Are People Saying About Your Own Company?
Begin by conducting research on your own firm. Keep in mind that your brand isn’t what you think it is. It’s what others believe you offer.
Inquire about how your clients use your goods. Make a list of frequent terms or phrases and find out what they enjoy about it.
People Trust Brands With Which They Identify.
They like brands that have grit and perseverance. Your company’s storey doesn’t have to be convoluted. Is it true that your grandparents started the company 60 years ago? And do you still maintain that level of excellence today? Are you a first-generation college graduate or an immigrant who now owns a business?
Personal, genuine features like this elicit empathy and help explain your brand’s storey. They’re also straightforward. Items like this can be authentically communicated with one or two phrases or 10 seconds of airtime.
Pay Attention To What They’re Saying.
Small details that distinguish your product can have unexpected—even life-changing—consequences for others. Check to see which of these fit into the storey you’re trying to tell.
You can also conduct online research on your firm. Brand monitoring tools like Sprout Social and Meltwater can help you keep track of internet mentions. Re-listen for keywords, phrases, and stories that you can use in your own brand storey.
Simply, genuinely, and authentically tell your brand’s storey.
Maintain Your Authenticity While Catering To Your Customers’ Needs.
Recognize your target market and tailor your brand storey to them. For example, I used to work for a non-profit that lobbied for higher Social Security benefits. As part of our brand storey of caring for the elderly, we promoted retirement planning blogs. However, data revealed that over 90% of our viewers had already left.
Our Brand Storey Did Not Change As a Result Of This Information.
This type of tweak to your brand storey will help it connect with your target audience. The key is to maintain a sense of authenticity while doing so. Don’t pander by attempting to adapt your audience’s hobbies or language beyond your own particular expertise and experience. Nobody enjoys being patronised.
Make Use Of Marketing Communication And Social Sites Technologies.
A brand’s storey should be genuine and personal. With social media platforms, the chance is available 24 hours a day, seven days a week. Make use of social media storytelling tools to tell your brand’s storey. Facebook or Instagram’s Stories feature may be of assistance.
Similarly, Google My Business’s Events and Posts tools allow you to tell the storey behind your event in ways that a flyer never could. Each of these techniques, as well as a slew of others, can help you personalise your company’s storey.
Using photos, depicting a “day in the life of…” yourself or an employee. Consider presenting your work in seven steps, from concept to finish, if you’re a graphic designer. This strategy may be used to help your brand stand out in almost any industry.
Concentrate On a Problem That Your Company Solves In a Unique Way.
There is a conflict and a resolution in every excellent storey. If you’re selling a product, this suggests your buyer is having difficulty. It is resolved by your offering. However, you’ll want to address an issue in a unique way to make your store really stand out. And, while it’s best to avoid making direct comparisons to your competitors, you do know what people are complaining about in your business.
Consider the concept of timeliness. Almost everyone has a complaint about a home repair contractor who runs over schedule and over budget. In their brand storey, a local walk-in shower installer mentions this fact. They make it obvious in every brand-storytelling medium that they offer one-day installation and never charge for overtime. This method always the client’s fears of being duped. It also contributes to the company’s overall impression of expertise and friendliness.
Maintain Your Consistency.
When all of these pieces are combined, you’ll have a very distinctive brand storey to share. You know your company’s history, your personal history, and how you’ll apply that knowledge to handle a potential client’s “problem” in a unique way. You may even have advocates who can help you by telling your experience.
Activate Your Company’s Aficionados.
In the end, your company’s brand isn’t what you think of it. It’s what other people think and feels about you. Digital media allows you to interact with the brand advocates who are currently speaking your storey. Engagement demonstrates that you value them. As a result, you must value every one of your clients.
Let’s say a consumer says on social media, “I adored my experience at Janice’s Spa!” This is an excellent time to follow up respectfully.
You might respond, “Thank you so much, Sara!” “What did you enjoy the most?” comes next. Most of the time, the advocate will be only too ready to state their preferences. “Excellent therapy in a calm environment!” They’ll almost certainly mention a particularly helpful employee. You’ve transformed someone who was a positive but hazy supporter into someone who is actively telling your brand’s storey.
The seventh component is for you to maintain as much consistency as possible in the future.
People Are Preoccupied.
People are scrolling through their social media at a breakneck speed. They frequently require multiple hearings of the same message before remembering it. Even if you make minor changes to your brand storey over time, any large shift will cause customers to become confused. Worse yet, your inconsistencies may come across as deceptive, driving consumers away. Do you have faith in someone whose tale seems to change on a regular basis? Maintain consistency across all platforms. Then and only then can your brand’s storey truly come to life.