We live in a world bursting with marketing channels. From websites and social media to podcasts, webinars and live streamed events, there are loads of ways to get your message out there.
But how do you craft a powerful message that will resonate with your audience, and make them choose your brand over the competition?
Creating a brand story will help you connect your business with clients and end users.
What’s a brand story?
A brand story is a unique ethos that tells people who you are at your core.
It’s the;
– heritage that fuels your existence as a company
– rationale behind what you deliver to your clients and/or end-users
– mission or intent for the future; where you want to get to
Creating a brand story, like any good story, should start at the beginning. Who founded your company and why did they do so?
Presumably your founder[s] identified a need in the market, or an opportunity?
This grew into a business and attracted clients – brought you to where you are today.
What happened along the way – did you overcome any challenges or obstacles?
How have you kept up with market changes, and stayed true to your ethos as a brand?
Your heritage and experience are what separate you from competitors in the market. In fact, they’re critical for building trust and credibility for your brand.
The human element
People want to buy from people, not companies.
A key aspect of your brand story is the people that make up your company structure. You can use your company website to introduce the faces behind your business. Include photos of your team and a short biography of each member. You’ll be surprised at how effective this is for building trust in your brand!
Invest in training for your staff to make sure they know your brand story and apply your ethos in their everyday activities. Your employees can be your biggest advocates and can influence people in a way that generic marketing cannot. People are a powerful aspect of your brand story – their experience and expertise are key to getting cut-through with your audience.
Recruitment is important too. Think about your hiring policies and the diversity of your existing workforce. A diverse and representative workforce can bring the benefit of different cultures, backgrounds and mindsets into your vision as a business. And, an inclusive vision will make your brand more accessible and appealing to a wider audience.
Your unique offering
When you think about your offering as a business;
– What problems do you solve?
– How do you meet your customers’ needs?
– What can you offer the market that nobody else can?
The answers to these questions are the basis of your brand story. These fundamental questions are more important to your audience than the bells and whistles of your products and services. Clients and consumers want confidence that you understand them, at an individual level, and that you will make their lives easier.
If you have rich experience in the industry, shout about it! Tell prospective clients about your unique expertise and how you’ve helped others. Share case studies, and don’t be afraid to call out obstacles or challenges you’ve faced as a company.
These have made you who you are and driven you to where you are as a business today.
Your role in the community
Corporate social responsibility is a critical aspect of your brand story. How do you help the community or support causes that are close to your ethos as a brand?
You could offer the most high tech products or the best service in town, but many prospective clients will not even consider your brand if it doesn’t align with their values.
Over the past few years, we’ve heard a lot about ‘Profit vs. Purpose’. Many companies are realigning their mission and targets to focus on people first. They’re eager to make a genuine difference and create positive change, safe in the knowledge that the profit will follow.
Whether your purpose is to reduce your carbon footprint, give back to the community or reinvest your profits into relevant causes, CSR should be included in your brand story.
How Origin Comms can help
At Origin Comms, we’ll help you create a compelling brand story and find the right storytelling format for your message.
Get in touch to discuss your PR and branding goals, and find out how we can help!