Crafting your compelling brand story: why customers connect with authenticity
Us humans love a good story – preferably one with a hero (that’s you), who’s overcome some challenges (your business hurdles) to ultimately do good (bring exceptional services to the community). Follow these top tips to craft your compelling brand story.
Our brains are hardwired for narrative. Even before humans could speak or write, stories were told in the form of cave paintings. From visual tales to the development of language, the art of storytelling has been passed down for generations. It fuels the very souls of who we are today – people who think in stories, remember in stories and turn almost everything we experience into stories.
Apply a business lens to this intrinsic human trait and you get your brand origin story – a crucial component to building an authentic brand. Why? Because it’s your one-way ticket to building trust with your audience.
What is a brand story?
If we were writing a novel or film script, it’s the origin story’s job to reveal how the lead character got to where they are today. To use a comic book example, the origin story tells the reader how the hero gained their superpowers. Think Peter Parker being bitten by a radioactive spider. Or Batman being laser focused on vengeance against criminals.
In short, it’s your backstory and it’s the first opportunity you have to establish a connection with your target customer before they pick up the phone, send that email, or stroll through your door. That’s why your origin story needs to capture the very heart of your brand.
What it doesn’t include is a snappy tagline with one too many cliches. It’s not a sales pitch. We’re talking about the complete picture of what you are as a business and what makes you unique.
How the brand story’s done
You might not be a natural storyteller, instead preferring to tinker with cables in ceilings and beneath floorboards. We get it – this is not your natural habitat. But follow these 3 top tips to write your origin story and people will: 1. Be flocking to your door and 2. Asking if you’re a distant relative to Shakespeare.
- Tell them why
It’s often the first question on everyone’s lips: why do you do what you do? How did you begin? If you overcame an obstacle to get here, great! People are nosy at heart and love a good ‘overcoming a hurdle’ storyline; it builds momentum and shows you’re human. If not, don’t worry – concentrate on the why. You may need to unpack it a bit, but don’t get carried away by exaggerated segues. Keep it simple – simple stories build trust.
- Be yourself
People can spot a bullshit artist a mile away. So this is your opportunity to let your personality shine. Write the way you speak, keeping it both conversational and professional. You do not need a thesaurus full of big fancy words. And while people absolutely want to know the person behind the brand, this doesn’t mean you need to whack your face on every billboard and bus shelter in the immediate vicinity. Instead, weave in a few personal details along the way to show why the business is so inherently linked to you.
- Share your mission
This thing is bigger than you. So while we want people to fall in love with you, we also need them to fall for the reason behind the biz. Why should they work with you above all others? This is where you spruik key credentials that have led you to be the safest, most reliable sparky in the WORLD. You only use the highest quality products and keep your finger on the pulse thanks to regularly reading the Electrical Gems magazine and website. Perhaps you also support community events or charities, or work tirelessly to promote energy-efficient, environmentally friendly solutions. If so, shout that stuff from the rooftops. If not, take some time to think about what makes both you and the wider community tick, and how you can make it a meaningful part of your story.
But remember, if you talk the talk, you better walk the walk.
