Defining Your True Brand Story and Bringing it to Life Online
Today’s most well-known brands share a powerful marketing secret—its about connecting with customers on an emotional level and in a way that addresses their challenges. But how can you do this without pushing your ideas on prospects?
Taking a true storytelling approach is the answer. Sharing your brand’s core values and competitive advantages in meaningful, memorable way will help reach your ideal buyer and build a following to your brand. Any brand, large or small, in any industry, for any product or service, can benefit from getting past just telling advantage and benefit claims, and truly developing a unique voice that customers believe in and becomes your brand.
The Power Of A Great Story
Stories have feeling. Emotion. Honesty. A good story naturally draws people in and creates lasting impressions. Beyond showing personality, it can convey a brand’s authentic motivational core—distinguishing you from the competition. A brand story rooted in truth and experience, and not about simply speaking about your product or service facts, will communicate your values and beliefs while empowering your customers and prospects. And once you have people on board, they will instinctually want to share it with others. So you not only attract buyers, you attract followers and advocates of your brand—without forcing it.
Uncovering The Plot
As you begin to think of your brand as a story and the best ways to convey it, consider these two essential layers: your Core Values—which is the WHY you do what you do (what you stand for and believe in) and your Competitive Advantages—the WHAT and HOW you do what you do best. By aligning these two elements, you define the true essence of your brand, and develop a unique value proposition that no other company or brand can match. While one point on its own may not be the differentiating factor, in combination, they become what makes you unique and extend the belief that you do it for the right reasons.
Diving Deeper
Companies must do some internal processing to find a brand’s difference and its’ point of view. The difference is the brand’s function. The POV is the brand’s cause. Features and benefits are copied or upgraded all the time. But when a customer feels a brand shares their beliefs, when they believe in the same Core Values, they are more likely to connect with them. As they consider at different purchasing options, you will have already built an emotional connection—and trust.
Expressing Your Story
Once you capture and define your one authentic story, you must bring it to life for the world to discover. Crafting the voice and tone to showcase your personality, what motivates and inspires you, and demonstrate your values. Creating consistent, relevant and informative website content that speaks to the right prospects you are trying to attract. Maintaining a positive experience for all visitors, but shaping experiences for your key audiences to keep them coming back for more.
At the end of the day, your website’s greatest objective is to deliver prospects the information they need, when they need it, and provide clarity around how to act. When you shape it around a story that already engages, you will effectively build the following—and the sales—that lead to lasting success.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.
