Creating a compelling brand story merges your brand’s vision and mission into a memorable narrative. This will not only help clients remember and resonate with you, but will demonstrate the humanness behind your brand, and help you create genuine connections with potential clients.
Your brand or company is the solution to people’s problems. A successful brand story doesn’t focus on highlighting your brand’s success, but rather, it’s the story of why your brand exists – which is to serve other people and help them solve their problems.
How do you position your brand?
To create a compelling brand narrative, start with getting crystal clear on the vision and mission your brand represents and how it relates to your clients. Use empathy to put yourself in your clients’ shoes and understand their pain points, struggles, and barriers to help build their trust.
Ready to get started creating your brand narrative? Here are some basic questions you can ask yourself to get started!
- What do your clients want?
Identify what exactly your clients are looking for, in terms of solutions.
- What conflicts are your clients facing?
If it wasn’t for your clients’ problems, your business wouldn’t exist. The best businesses solve the real, innate problems their clients are going through.
- What problems are you solving for your clients?
External: What’s the physical issue that’s holding them back? Example: They might not have a lot of money to invest in an expensive home gym to live a healthier lifestyle, and lack time due to the demands of a busy life.
Internal/Emotional: They’re frustrated that they’re not making any progress and don’t feel as great as they know they should.
Philosophical: It’s just plain wrong to have to spend a lot of money to live a healthy lifestyle.
- Using Empathy & Authority Statements
You must position yourself as the guide, not the hero. Your company isn’t the hero in your brand story, it’s the client, and you’re here to help the hero. This is where you’ll use a mix of empathy statements to build trust, along with authority statements to demonstrate your expertise.
Example of an empathy statement:
“We understand how challenging it is to juggle the demands of work-life-family balance. Like you, our clients were struggling to find the time to work out without spending a lot of money.”
Example of an authority statement:
“You shouldn’t have to spend a fortune to be healthy. We’ve successfully helped over 500 busy Mom’s just like you get into shape in just 30 minutes a day, without breaking the bank, and without expensive equipment and fast-fix gimmicks.”
An engaging, authentic brand narrative will help you differentiate yourself in the marketplace
As you can see, when done right, an engaging, authentic brand narrative will help you differentiate yourself from your competitors, and establish trust, credibility and relationships with potential clients! Weave your brand narrative into all of the content that you produce: your website, blog, emails, and social media.
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