Build Your Brand

How to use storytelling to build your brand

When you think marketing, social media, email campaigns, and events are probably the first things that come to mind.  You have read post after post about the best things to post for engagement, but how often do you use storytelling to help successfully brand your business?

Facts and figures are helpful, but did you know that in recent studies 92% of consumers said that they retain information better in the form of a story?

We are creatives, storytelling is in our blood.

Implementing it into your marketing technique, however, can seem overwhelming at first. How can you guarantee that your story will be enough to drive clients to you and produce the results you want? 

The fact of the matter is that stories help a consumer connect with you on more than just a business level.  They will remember you, they will remember your brand name, and even if they don’t need you now, you have planted a valuable seed in their psyche. That in a nutshell the first step to nurturing a lucrative relationship, right?

The answer is YES, but you knew that!

You don’t have to be a seasoned wordsmith to put together a good story capable of driving traffic and sales. You just need a point of view and a great baseline.  There is no one who can tell the story of your brand better than you, it’s your baby and it deserves a great backstory.

I’ve compiled a list of some great angles to work your storytelling into the branding of your company.  You can, and SHOULD apply them to your blogging, social media marketing, and advertising techniques as well.  Give the consumer no choice but to relate to your brand.  With so many people out there doing similar things, you need YOUR stories to help you stand out!

  1. An example of exemplary problem solving

As a business owner, I am sure that not a day goes by where you are not facing some sort of problem for someone.  You go above and beyond, work well beyond normal business hours, and go out of your way to show your customers/audience that your customer service is feet above the other guy.  The chances of you having a great story that showcases that are high. Talk about it! Give an example of a time your brand has skyrocketed over expectations.

The story should be focused on the customer, and how their needs were taken care of, but be careful that it doesn’t have to be a pat on the back for yourself.  You don’t need to stress that you were the hero in this story, let the reader draw their own conclusion.  They don’t want to read a post about how awesome you are, they want to read about how awesome the experience for the customer was.  Their opinion of you will be reflective of that.

I read an article the other day on Help Scout, that gave examples of 8 companies with exceptional customer service.  Each example is a testimonial of a time when exemplary customer service was given and it is all told through stories from consumers.  It’s worth a look, especially if you are wondering how storytelling can really leave a lasting impression.

  1. How your business came to be

Is there anyone who doesn’t love a good rags-to-riches story?  Seriously, I read them constantly.  I love to see how talented entrepreneurs took the seed of their dream and grew it into an empire.  It’s inspiring, encouraging, and riveting. You have a story behind what brought you to do what you do, tell it.

When talking about TVC, I always begin with where I started.  The steps that ignited the fire in my soul to help virtual entrepreneurs.  From the darkest of times to where I stand today, I have been blessed to make a huge impact doing this.  My readers can relate, and so they want to read more.

Make a timeline of your business, starting with the first moment it became more than just a thought in the back of your mind. I guarantee you have an amazing story there just waiting to be told! Did tagging along with your aunt to yard sales every Saturday inspire your love of upcycling old furniture? Maybe your Dad spent your childhood teaching you about tech, pushing you towards your love of web design. That’s a story your readers want to hear! Consumers want to connect with you on a higher level, give them the opportunity to do so!

  1. How your brand is different

You are likely in competition with many other similar products or services.  Defining what makes you different is a crucial key to winning over consumers. Using storytelling to show what makes your brand unique is a great way to grab the attention of consumers that are swaying between you and a similar service from someone else.

An example: You are a Virtual Assistant who specializes in video production and editing. How can you use storytelling to define what makes you different, while showcasing your skills? This is where your best out of the box thinking comes into play. How about a “day in the life” video to show consumers what goes into delivering them the best services possible. Another idea would be a video compilation of client testimonials, showing the consumer how much you truly care about you’re their needs being met.

Set yourself apart. Offer more conducive hours to your busy clients, provide incredible customer service, and always go the extra mile. You don’t need to showboat every step you take, let the story speak for itself.

  1. A thank you to your client base/customers

Customers and clients are the heart of any business, and they want to feel like they are the most important part of your day! Again, there are hundreds of people out there offering the same services as you, standing out is the only way to get ahead.  What better way to stand out than being known for unmatched customer appreciation!

The idea of spotlighting great customers, through stories of their own business ventures or accomplishments will set you apart from those who just provide customer testimonials. Show you are invested in the long-term happiness of your client. The idea of a customer spotlight on your social media channels, or as a feature on your blog not only benefits you but gives the client/customer more exposure. They won’t forget that you gave them that opportunity, and they will prove that with brand loyalty. Brand loyalty is earned, not given!

There are so many ways to integrate storytelling into building your brand. What’s your favorite memory of a time storytelling has worked positively for your brand?

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