05 Dec Brand Storytelling
If you want to catch a potential customer’s attention, there are a number of techniques you can use. You can shock them with a statistic, try selling them on your product immediately, or simply provide them with information that’s relevant to their life.
Unfortunately, it’s easy to brush all of that off. People are constantly inundated with dry information from a myriad of businesses, which means you need to do your best to stand out. It’s not enough to engage people’s intellects: you need to engage their emotions, as well.
How do you do that? You tell them a story.
The Power of a Founder’s Story
If you’ve been working with a business for years, it may be simple to forget how interesting it is. The best way to find an interesting brand story is by looking at the founding.
Stories, defined simply, feature someone overcoming obstacles to pursue an objective.
Doesn’t that sound like most entrepreneurs? People love hearing about a scrappy underdog who works towards a dream, so one of the best stories for brands to tell involves how their business began. Think of how much people are drawn to the story of Steve Jobs dropping out of an Ivy League School to create Apple out of his basement.
When you hear that Bill Gates is the founder of Microsoft and one of the richest people in the world, there’s a distance and a coldness. When you hear that Bill Gates was kicked out of school for hacking, dropped out of Harvard, worked 16-hour days, fought personally with Steve Jobs, and ultimately become the youngest billionaire ever, you feel something.
The founding of McDonald’s was so interesting to people, Michael Keaton made a movie about it. One of the chief advantages of founding stories is their basicness: they bring customers to the very beginning, explaining simply why a business was made and who it was made by.
Humans always long for connection and authenticity. With the ability to for brands to connect directly to individuals with modern marketing trends, it’s easier to achieve this than ever. Don’t miss out on the opportunity to tell audiences who you are and why you chose to bring your business to life. In the end, people long for a reason to care and be a part of what you’re doing.
The Story of Your Audience
Once you’ve covered the story of your founding, one of the best ways to convey the story of your brand is by looking at how that brand has impacted your current clientele.
Think about testimonials. The power of them is simple: they let potential customers know that the brand has had a positive impact on someone else’s life, therefore it may have a positive impact on their life as well.
Depending on your niche, telling the story of a customer can draw attention. Sometimes, this may be as simple as asking for testimonials and putting them on your site. It can also be something more elaborate, like an in-depth case study, or even a competition that’s designed to change a customer’s life for the better.
The key is finding stories that make your business look good, because they make people just like your potential customer feel good.
Tell Your Brand’s Story Together
At the core of it, telling a story is about sending a message and bringing people and ideas together. Your product or service also exists to bring a certain audience closer together because of similar wants, needs, or interests. The best way to do business is to validate yourself and emphasize personal value of your clients. Encourage everyone to tell their story and let your brand be the lynchpin that holds it all together.