The most successful brands have created a personal connection with consumers through their story. If you’re a business owner, and you haven’t done this yet, you’re missing out.
What Is It?
Every good brand has a story. It doesn’t have to be the next Harry Potter, but it should tell your prospects who you are, how your company came to be, what motivates your team to wake up in the morning, how you thought of your product, what types of customers value what you have to offer, and a deeper look into your company and what it stands for.
Many small business owners are afraid to do this kind of thing. They’re afraid that people will see them as being unprofessional, flawed, or somehow not worthy of a customer’s money. But, if you hire a digital marketing agency in Singapore, and spend some time crafting your message properly, that will never happen. Instead, you’ll built a tool for building relationships with your ideal prospects.
What It’s Not
At this point, you might be tempted to rush out and produce an epic 10-page document outlining your mission statement. Don’t do this. Your brand story isn’t a long-winded essay about you or your company. It’s not something you do once and then forget about.
It’s also not a fragmented piece of your company or something that’s reserved for the marketing department. You shouldn’t use it as a sales gimmick. It needs to be “real,” it needs to speak to people on a level that tells them they can trust you. If you try to turn it into a PR stunt or a viral video, you will not only damage your brand but you’ll break that trust you’ve worked so hard to establish. Finally, don’t make the mistake of making your brand story boring or overly artsy.
Focus On Storytelling, Not Marketing
It seems counterintuitive to not focus on marketing, but this is exactly what you must do. By focusing on storytelling, not marketing, you’re moving the conversation away from cheesy sales pitches and towards a media-focused approach. And, that’s what a brand story really it – a media story. It just so happens that you control the media and the message. At every stage of your storytelling, you should be looking for ways to educate people about who you are without being didactic.
Make It Conversational
This is especially important if you’re speaking to a younger crowd. Make your brand story more conversational and less formal. Millennials, for example, are more likely to be receptive when you speak to them as a friend rather than a parent or authority figure. If you write in an informal, conversational tone, you’re using “you,” “me,” “I,” and possibly “we” (if it’s clear that you’re being inclusive of the prospect or client).
Use Client Testimonials
Client testimonials will do amazing things for your brand story. Include video testimonials, written testimonials, or audio testimonials. Just make sure they’re authentic and that they accurately reflect the kind message you want to say about your brand.
For example, if you’re in the business stationery and printing industry, and you want to be known for your high quality and unbeatable service, don’t just say you’re great, show it though customer testimonials. When your customers are “wow”’ed, they’ll tell you. And, if you put them in front of a camera and let them be authentic, they will sell your product for you.
Moo printing is a great example of how to do this. Their testimonials, their own brand story of how and where they sourced their paper, and the look and feel of the service as you’re going through the buying process all convey a singular message: quality. At the same time, you don’t feel like you’re paying enough money for what you’re getting. The company has done an excellent job of getting you to buy into the idea of affordable quality business stationery.
It’s oddly rare for companies to be transparent in communications these days. Most companies have an “image” to uphold. Problem is, this image is getting in the way of genuine connections. Being relatable is important in business. Don’t hide behind jargon, and don’t try to hide who is working behind the scenes in your business.
You don’t have to be overly laid-back to the point of being unserious. But, you also shouldn’t come off as being aloof or unapproachable. Think about it: if your business is unapproachable, why would someone approach you to buy anything? Many businesses, especially small ones, think that they need to be “formal” and that that means “professional.” But, such professionalism can often cost you leads and sales.