How do you tell a story?
You may not be aware of it, but we are telling stories all the time.
From the elevator pitch you do at a networking event, to the way you describe your day to your spouse, stories are the way we communicate.
To tell your brand story to a customer is all about showing them who you are.
It is to give them your 'why' - the reason why you're doing this in the first place.
- What motivated you to set up your business, create that product, or provide that service?
Simon Sinek is one of my favourite experts in this area.
He wisely says:
'Stories are attempts to share our values and beliefs. Storytelling is worthwhile when it tells what we stand for.'
Your customers will be more loyal to your brand if you understand why you're passionate about it.
To write your brand story is to communicate to your customer as if they were a trusted friend- and tell them what emotionally motivated you to start your business.
'After much searching, I wanted to provide parents with a range of affordable yet stylish pushchairs that I just couldn't find anywhere else.'
'My own experience in recovery from addiction led me to study the psychology of addiction, and after I qualified, I decided to become a therapist in order to help others in my position.'
'We wanted to set up a sugar-free cafe as there was nowhere around near us that provided the kinds of guilt-free snacks we really enjoyed at home. So we're bringing our sofa comforts to you!'
When you write your brand story, start with why.
Detail your journey, much like a storyteller.
- Describe the life situation you were in at the time
- Tell your audience how you spotted an opportunity to resolve someone's problem
- Explain to them how that led you to set up your business
It's important to add emotion - tell the human-to-human story of what you were feeling at the time:
'I realised that time and time again, the shoes I bought for my children just didn't meet their needs, or were poor quality. I was forever throwing them away. With this in mind I started to think about what an ideal shoe for them would look like - one that would work in all types of weather...'
If writing's not your strength, you can record audio or video, and listen back to it to help you. Imagine explaining it to a friend or a person you've just met, and notice the words and language you use. You can then use elements from the transcription to form your brand story.
Most of all, your brand story should grab the reader emotionally- they should identify with you as a person that's similar to them or understands them, and they should see you as a person that is ultimately trying to help them meet their needs.