Steer Your Business Dec 2020 - Magazine - Page 20
stories is a
It’s fair to say marketing has changed over the years. You
can’t expect to hammer customers with your advertising
and make a million sales. Consumers want, and expect,
more from you.
Today, the most successful brands are the ones that
create a human connection. The ones that spend the time
building a relationship with their audience. The ones who
tell a great brand story. But how to do you develop a brand
story that really connects?
Why are Brand Stories so engaging?
Stories provoke a reaction. If it’s a great story, there’s an actual biological response of chemicals released, depending
on the emotion created. Which is why you feel so on edge
when watching a psychological thriller!
A brand story engages your people and brings them into
your world. Whether it’s the motivational story behind your
business or the impact you want to make on the world,
your story encourages them to see you as more than just a
faceless corporation. People relate to personal stories and
authenticity. They crave connection so give it to them.
What’s in a Brand Story?
A brand story is more than just the history of your company. Your brand story combines the facts and feelings about
your business. It showcases your why – why you’ve created
your products, why you do what you do, and why people
This story already exists. It might be your story, but you
are not the only author. People will already have their own
thoughts and feelings about your business. Maybe it’s the
excellent customer service they received, or maybe it’s the
bad review they heard from a friend. Your story is already
out there. So, you need to start shaping it from the inside.
20 STEER YOUR BUSINESS
How can I build my brand story?
There are steps to take before putting your fingers to the
keyboard. Firstly, you need to know who you are. Sounds
simple, but it can be difficult to define. What do you stand
for? What are your key messages? Who are you talking to?
Once you know all that, you can think about the type of
story you want to tell. Some stories start with a problem.
Think about how you solve that problem for your people.
What help do you offer to your customer which will guide
them to success?
Do you want to have a face of the brand?
Remember, people love to buy from people, that’s why
companies have brand representatives. This is a great way
of injecting personality into your messaging.
Or is your technique unique or groundbreaking? Can you
stand out through innovation or technology? Invite your
tribe to see how your product is made and make it a transparent and authentic experience.
Whatever you decide, it’s not set in stone. Remember,
your brand and your audience will grow and evolve, and so
will your story.
Your business is not unique, but
you are. Only you can tell your
story, so do it and do it now!
Contact Kate Tyson on