Your brand story sets you apart from others. Otherwise, you’re just another solution to the same old problem that customers can choose, and often without a prominent differentiator, they’ll base their choice on price. Most of the time, you don’t want customers to choose you based on price alone. You want to be chosen because it is you.
Telling your unique story begins with these questions:
When, why and how did you start?
The best way to show authenticity is to be able to tell your audience when, why, and you started doing what you do. If you can tell your story in a way that your audience relates to you, and even supports your success, even better.
How do you want customers to see you?
As you write your story, it’s important to convey your values and ideals in a no-nonsense way. While you may be afraid of turning some people away, you really don’t need to worry about it. Those people are not your audience. Your audience is made up of people who can relate to your story, share your values, and want to be a part of it.
Where do you see your business in the future?
This is where you will try to dream big and let your audience know where you see your business going in the future. It also gives you the opportunity to refine consumer expectations towards what you offer rather than what the competition offers.
How you answer these questions is important.
You are going to have many opportunities to do this through every communication you have with your audience, whether it is on your blog, social networks or even through the types of products you offer.
With the answers to these questions, you can begin to shape your story and weave it into everything you do.
Sharing through storytelling
Using an honest and no-holds-barred communication style to tell your story, the stories of your customers, and the story of your products is a good start. Use case studies, interviews, and in-depth related blog posts to accomplish this.
Share through Do Good
Get involved with your community to give back something that is remarkable. You don’t want to do this just for attention, but you want to choose something that will help people understand who you are as a business owner and what your business stands for.
Share through Experiences
It is likely that you and your audience share common experiences that need to be discussed. The more ways you can engage with them, the more ways they will see your offerings as unique and different.
share with the truth
Do not advertise and do not “blow smoke”. Consumers are smart today. They want the black and white truth of the matter. If it takes you 20 hours a week to do what you do and you’re teaching them, tell them the truth. If you’ve had to stay up all night to accommodate the kids’ schedules, say so.
ShareEverywhere
Don’t just “tell” your story on your blog in the “about” section. Tell your story everywhere. Use infographics, memes, blog posts, guest blog posts, articles, testimonials, good deeds, and every possible way to get your story out there. Be your story by your actions.
