It's crucial to tell your brand's story - here's why
Brand storytelling is one of the most effective ways for you to drive engagement and connect with your customers. Here's why:
Your story sets you apart
Whilst many businesses share common traits, and your organisation may have a similar mission, vision or perhaps even similar values to others within the same industry, each business has a different story and that's what will set your company apart from the rest. Why did you start the business? Who are the magnificent minds behind your organisation? What makes those people unique? What do you believe in? Those stories will be unique to your business, so it's important to share them!
It'll make your brand more memorable
A strong and authentic brand narrative will make your company more memorable and easier to understand. Customers don't buy a product based on features and benefits alone, they buy your story and emotion plays the strongest role in that process. The TEDx Talk "The Magical Science of Storytelling" by David JP Phillips explores how the art of storytelling has a neurological and psychological basis; he explains how and why unlocking neuroscience is the key to telling the most effective stories.
You'll communicate your value proposition
Brand storytelling is an effective way to show your customers what they'll really "get" if they buy a product or service from you, by giving them an insight into what's going on behind the scenes, in a transparent and authentic way. What does your brand have to offer to prospects? What do you deliver that's better than any of your competitors? Why and how do you deliver it in that way? What challenges does your product or service solve and how has it helped to serve your customers to date? It's another way to demonstrate why your business is unique.
"Marketing is no longer about the stuff that you make, but about the stories you tell." Seth Godin.
It's an effective talent acquisition and retention tool
If you're an ambitious and growing business, you'll be looking to attract like-minded people to join you on your journey. You'll also want to retain the great staff that are knowledgeable about your products or services and are already strong brand ambassadors. Storytelling is an effective recruitment and retention tool; if the talent that you attract shares the same values and ethos as your brand, your company will benefit by having an engaged and enthusiastic team that lives your brand and is committed to your organisation.
Above all else, make sure your story is authentic
Your brand's story has to be real, not just a sales pitch. It needs to be an honest reflection of who you are and what you do. It's critical to the success of your business, so make sure it's authentic, otherwise customers and other stakeholders will see right through it. In doing so, you'll connect with like-minded people, including your target audience. Given how crucial that is for business, particularly companies that are looking to grow at scale, it's easy to see why storytelling is worth the time and investment.
Interested in telling your story, but not sure where to start? Get in touch: helen@makerandwriter.com