Once upon a time, all a brand needed was a website, a shiny corporate brochure and a stand by the food concessions at the local trade show. This trinity reassured shoppers that you were a legitimate business and helped them to trust you enough to part with their hard earned cash. But that was many moons ago. Now content, (anything you create or share to publicize who you are and what you do), is king and brands need a personality. Eek!
So, what's your story?
Hint 1 - Your story is NOT about you
Yes it should convey what you stand for and what makes you unique, but it has to be communicated in a way that shows what you do for your customers. It's all about them. Your aim is to make your audience care. Drive empathy, inspire them, build an emotional connection. These are the things that prompt action and create a sense of urgency about the sale. Dollar Shave Club is a great example of storytelling in action (https://www.dollarshaveclub.com/)
Hint 2 - Your story needs to resonate with your audience
It's not just what you say, it's how you say it and where you post it too. Think about the audiences you're trying to reach and craft your content to match their lifestyles. Portray your brand as the antidote to their problem, using language they would typically use, in a format which will be most appealing to them.
The devil really is in the detail, so make sure your imagery, typography, colours and layout attract and are suitable for the channels you're using. Example? A funky young sunglass company, based in New York, realised that their audience couldn't always wait for even next day delivery and so the vending machine for sunglasses was born http://www.trendhunter.com/trends/first-vending-machine
Hint 3 - Start with a big idea, then get layering
Red bull make an energy drink to perk you up faster than coffee, but rather than dwell on the ingredients or the recyclable packaging, they focused on what their customers might do in their new caffeine fuelled state. The resultant stories have made this brand synonymous with extreme sport and daredevil antics. This little Austrian company, which used to sell drinks, is now a TV, record and radio producer, sports agent, game maker, app developer, events creator and so much more - worldwide. Red bull drinkers supply much of the content directly to the company. No wonder they've sold over 40 billion cans of fizz. Watch their storytelling below and tell me you don't feel inspired.
Now, grab a blank sheet of paper and get answering
- who are we?
- what are we not?
- who would we like to be?
- which qualities do we want to be known for?
- who would find us most useful/valuable?
- what do they need to know about us?
- what's the best way to tell them?