Fill in the blank: a good story is ____________.
Put your company story at the center of your next campaign to shine a light on who you are, why you’re different, and why people should care. People crave transparency. We want to do business with brands we know, like, and trust – so give your customers the real deal.
While sugarcoating our stories can sound nice on the surface and paint a pretty picture, it’s important to be transparent, relatable, and honest in your brand storytelling. Your narrative is unique to you, so use that to your advantage.
Strong storytelling will:
– Set your business apart from competitors
– Boost brand loyalty
– Inspire engagement
– Bring up emotions
– Reinforce trust
A good story is:
1. How did you get here?
You didn’t wake up one day and own a business. There were key thought points along the journey, along with important issues you wanted to solve with the creation of your company. Tell the story of how you came to be.
2. What do you stand for?
Your business has values and ideals that set you apart from others. Take a stand on the issues that matter to you – and be sure to choose them wisely. Nothing is more deserving of an eye roll than a business that jumps on the bandwagon when it comes to hot button issues. Pick your fights wisely and stand up for them proudly.
3. Dig deeper.
Why does your logo look the way it does? How does your company operate on a day-to-day basis? How do your employees feel about your business culture? When it comes to telling meaningful brand stories, it’s imperative to dig deeper and answer the “why” behind your processes.
4. Involve the consumer.
What value does your business add to the lives of others? Let your customers aid in the storytelling process by sharing their own accounts of why you matter and how you help them.