Your brand story is one that needs to be seen or heard in order to gain trust, develop a relationship with and to entice new customers. It needs to have that interest, perhaps a ‘wow factor’, but most of all, it needs to appeal. So, how do we do that?
Know Your Audience
There is no point in creating a concise, detailed brand story if your brand is targetted at young people who are more likely to be drawn in by clever anecdotes, images, quick, sharp messages rather than paragraphs of text. You need to aim your story appropriately. This may mean carrying out some extra market research in order to determine who your audience is and what it is they need/want from you. It may also mean ‘tuning’ into their way of thinking– perhaps you have somebody in your team who would be perfect for writing your content rather than doing it yourself?
Dare I say it? Looks can mean everything. We are drawn in by colours, logos, packaging, we may not always want to admit it but we are. Getting your colours spot on for your brand will mean everything for your product. Again, do your market research and find out which ideas are more popular with your target audience. When it comes to logo design, keep the colour consistent and make it very clear that when somebody clicks onto your website, sees a Facebook post, receives a leaflet, they know who it is from the first glance. Building your brand goes much deeper than just producing a product, you need to develop everything your consumer sees. When creating your story, ensure you have stand-out images, your logo at the top of the page, colourful headers to grab your readers’ attention and make them want to stay to find out more!
Make your market positioning clear. By positioning, I mean know exactly who you are targetting, what you can do for them, be clear about your product, what it is, how it works and why people need it. Here are a few pointers to be thinking about:
Your product- what it is, how it works
List your key features and benefits
Tie features and benefits in with why people need your product
What can they expect from you in the future
What are your core values?
What do you stand for?
Why you and not a competitor?
When you write your brand story these pointers need to flow and be written in a way that will connect with your audience. Don’t just reel off facts and figures, reach out to them, speak to them on their level and deliver with emotion that will resonate with them.
After saying all of that above, please don’t fall into the samey category and come across dull and no different to your competitors. You need to be you, be authentic, be appealing and tell us exactly why your product is for us. Show who you are too. The person behind the brand shouldn’t be hidden away, let your audience see your face, let them get to know you, why you do what you do and what drives you.
It is very important to have a face to your products. Whether that is done via models, influencers in the form of bloggers or vloggers or maybe even someone famous? Select your brand ambassadors carefully by going for a person who fits with your audience, who is trustworthy, who also believes in your product and who will be able to deliver a good amount of coverage for you and your brand.
Know Where and How to Deliver
Your brand story should always be on your website, however, you need to think further afield than just here. Not every customer will come directly to your site, you need to think about where your traffic is being driven from. Are you big on Instagram? If so, why not use their Instastories to target your audience? Do you have a large Facebook following? Why not create a post, pin it to the top and also boost it? If Twitter is your thing, why not hold a tweet party to introduce yourself, what your brand does, what it stands for and what your core values are? Use these online tools to your advantage and get your brand story seen by a much larger audience.
And above all, leave a lasting impression. Whether that means creating your very own tagline, inspirational quote or thought-provoking ending sentence. Draw your audience in and leave them wanting more…