Like most things in life, patterns are repeated more often than we would like to admit. Most original thoughts or ideas are really based on previous successes or failures. With these things in mind, here are a few business concepts that have been found to be worthy of repeating.
What is a Brand Story
Your “History” is your Brand. Every business has a back story. If you ask any owner why they started the business, the answer rarely involves dollars. Instead, the owner speaks of other motivators such as life balance, creative freedom, problem-solving, service to the community, or giving others quality employment.
These histories and your Brand are the factors that are pulling clients, employees, and investors into the center of your business. Your Brand is the most powerful marketing message of any successful enterprise. To tap into its power, you must have a message that is strong, stable, and convincing.
Brand Storytelling and Content Marketing
Consumers need consistently creative, relevant, and valuable content delivered on new media with the intention of explaining or enhancing the customer’s beliefs or purchasing practices.
Content marketing is the art of communicating on multiple levels with clients while, at the same time, confirming any potential customer’s idea of how to write a brand story.
To get the most from your marketing campaign, create unique content to tell customers about your company’s expertise. Customer testimonials, case studies, how to write a brand story for self-help, press releases, social media posts, prolific blogging, and more. Do your best to become a thought leader in your industry by sharing your content freely and frequently.
Contributing original content to targeted, well-defined online media and providing important educational resources will solidify your business as an expert in its field.
How to Boost Reputation of Your Company
Blogging and staying in touch with past customers are two tried and true ways to boost a company’s reputation and outreach, supporting your branding efforts as it drives attention and traffic to your business, its services, and its ability to forecast critical trends.
What is Brand Story Telling?
Brand storytelling is:
The reason why your company came to be
What motivates your team to wake up and come to work every day
How your product came to be
What types of customers find value in working with your brand and why
A transparent view of the people behind the company
A relationship-building tool
More subtle than you realize
A concept that underscores your entire web presence
Brand storytelling is not
A long-winded, 5-paragraph essay about your company
A blog post
A fragmented view of your company
Something reserved for the marketing team only
How to Write a Brand Story
Brand Storytelling is known by a different name, today. These days it goes by the name of Content Marketing. Many consumers have stopped falling for the traditional world of marketing. Following are the key elements to write a compelling brand story.
Forget About Marketing
This may sound counterintuitive, but it’s the key to successful marketing. Stop thinking like a marketer. Stop trying to sell your product, and instead, focus on developing human interest. Answer the question of why people should care about what your company has to say.
That means being persuasive and appealing to emotion.
Whatever you do, don’t be boring. Do not let the words on your page hide the personalities behind your organization.
Share more than what you sell. Share your strengths, weaknesses, and how you arrived at where you are today. One way to do this is by participating in the storytelling ecosystem. Just as you’re looking for customer testimonials and case studies, make sure to pay it forward by offering to do case studies for other companies.
Conversational writing also means keeping it short. Write about what you want to say. Get it all on paper. Then cut it. And cut it again. Stop trapping yourself into the mentality that you need a minimum word count to convey information effectively.
How to write a brand story that you feel like writing — with the exception that you can’t let your stories get too long and unwieldy. Too much writing on a blog post or webpage will make your readers feel distracted or lost. Say what you need to say in as few words as possible.
There’s no need to try to sound smart. If you build a great product, your customers and prospects will perceive your company as incredibly smart.
Craft Your Message Architecture
Brand storytelling is more subtle than what your company is saying. As we mentioned earlier, the ‘how’ matters just as much. Take a lesson from Pinterest’s lead content strategist, Tiffani Jones Brown. She and her five-person team are responsible for the voice, tone, user interface copy, grammar conventions, and pinner education on the site.
That’s right. It takes five people to get Pinterest’s public-facing messaging just right. This fact may seem surprising, given that some companies have zero resources devoted to getting their messaging just right.
Unify Your On-site and Off-site Presence
Your company’s story, message architecture, and brand identity should follow your team members everywhere from on-site blog posts to PR opportunities in major media channels.
You need to keep your company’s identity as unified and consistent as possible. As we mentioned earlier, the image you share with the world should be a genuine, authentic, and transparent view of your organization.
1. Human-to-human connections are the heart of marketing. Brand storytelling is a technique that can reinforce these bonds.
2. Stories can give your brand a powerful voice, regardless of whether you’re running an enterprise organization, small business, or startup.
3. Storytelling is medium-agnostic. Tell your story through blog posts, customer help centers, about pages, videos, or infographics.
4. You need to formalize your brand story to build connections both on and off your site, especially if your company is actively building a PR strategy.
5. Brand Story Telling is more than what you say explicitly. It’s how you communicate your message and how you connect with your target audiences.
Successful Entrepreneurs and Their Characteristics:
Be ready to adapt, and improvise. Technology, the economy, the weather, even your employees, are constantly changing. Rather than fuss and ignore it, successful entrepreneurs face it and try to understand change as a potential opportunity.
The secret to success is knowing, and being able to accept your strengths and weaknesses. Savvy owners grow their businesses by leveraging their time and talents.
That means they delegate the low wage tasks, and focus on high-value sales, client relationships, or product development. Everyone feels like they started as lonely entrepreneurs, but successful companies learn to create a structure developed around their Brand to grow and extend their Brand’s reach.
Know the next three steps you want your company to take. Most great business leaders always have a plan in their head for their next move. They are always taking small steps to get where they want to be, but they are ready to recognize when the opportunity to take a giant leap presents itself, and they are prepared to jump on it.