Branding your business – how to tell the right story

Your brand is, in many ways, the story that you tell. Everything you do, every detail of your business, from the colors in  to the staff you hire, helps you to tell this story.

If you really want people to love your brand, they need to understand and connect with this story. That will help them to become loyal customers who keep coming back for more – and tell others about you.

So, how do you tell that story?

Have a fresh perspective

When working in the business sector day in and day out, it can be difficult to see your brand with a pair of objective eyes. You have a fixed idea of what your brand means because you’re discussing it with your colleagues, friends and family, but you might struggle to express this in a way that people want to hear.

Work with people outside of your brand who can offer you a fresh perspective and help to distil and translate your vision.

Know your audience

Telling a story isn’t a one-way process. Remember that you are talking to someone – and you need to consider your audience so that you can effectively deliver your message.

Ask yourself some key questions. What do you know about their lives? What are their hobbies? What media do they consume? These answers should help you to determine an appropriate tone of voice to adopt when telling your story.

Be authentic

Your brand needs to be authentic, otherwise, people will not believe in the story you are telling. Look at the words you’re using and the images in your promotional material. Don’t try to be someone you’re not – people will quickly see through a tall tale.

Tell it through your content

Your content offers you the chance to actually get your story out there and you should look to use the full range of options available to you, including:

  • Blog articles
  • Case studies
  • Data visualizations
  • Ebooks
  • Infographics
  • Interactive infographics
  • Video

This isn’t about the hard sell. Conversion Gods shows how to use copy to drive sales in a smarter way – see how they did it for Jason Capital. It’s about consistently, passionately and professionally putting across a clear message to your customer. Your brand story comes from your full body of work put together, but the essence comes in each individual piece.

If people are moved, inspired or curious, they’ll keep giving you their attention and want to be part of your story. You just need to tell it in a compelling way to get them hooked.

 

Adam Torkildson