But Wait! There’s More!
Can you believe that used to motivate us to buy? Yeah, me neither, but it did. Now there’s just too much coming at us, all the time for us to really respond to the salespitchy, used car salesman, tactic. In this day and age, people want a connection. The good news is that it’s way easier for those of us with small businesses to effectively make that connection than it is for corporations. Don’t get me wrong, there are some corporations that are super good at connecting as a brand, but organically? We have the edge. I know I’d rather do business with a real live person, wouldn’t you? And that’s where “Brand Storytelling” becomes our strongest tool.
What is “Brand Storytelling”?
Simply, brand storytelling is the story behind your brand. Let me throw some company names at you. KFC. Virgin. Apple. Spanx. Tom’s Shoes. We know the stories behind these brands, know why they do what they do, know The Colonel, Richard Branson, Steve Jobs, Sara Blakely, Blake Mycoskie. We feel like we know them. We’ve certainly followed their journeys.
Now let’s look at brand storytelling that is more like fantasy, but super effective, nonetheless. Popeye’s. Pine Sol. Mr. Clean. We know they’re tongue in cheek, but we respond. We know the stories behind the brands. I have never actually eaten Popeye’s food, but every time that commercial comes on, I want that woman’s food. I want her recipes, I want her to cook for me. Yes, I know she’s not real. And I don’t care.
So How Do We Do This?
Let’s look at how to create your brand’s story. It’s not as hard as you think. Start with you. Why do you do what you do? What is your passion, that drove you so much to create your business? Why? Who did you want to help? Chances are, it’s people just like you. More often than not, we are our own demographic. Write down everything you can think of that explains why you can’t help but do, what you do.
You are the savior of the story – think Xena, Hermione, Luke Skywalker, Harry Potter, Frodo Baggins. We all need a hero. You are that hero. What do you rescue your clients from? Write it down, or record it. Have fun with it. Really create the story of who you are here to save!
Determine your Goliath – who/what are you fighting against? You’re the underdog – who do you need to conquer? Corporate America? Patriarchal Society?
Find Your Archetype – What role do you play? How can you figure that into your story?
What’s the Moral of Your Story? Think about the Universal Lesson that you could incorporate into your brand. The big truth about what you’re trying to do.
Get your fans involved. Find a way to let your raving fans be a part of it – create memes, blog posts, videos, whatever, that they can share. Ask them to share it.
Use as many platforms as you can find time for. There are lots of social media platforms and some are better than others for different ideas. Really research what your demographic is using and get involved there.
Keep the story going! What can you do next to make your brand storytelling move to the next level? That’s always where you want to be; creating the next step in your brand storytelling.
If you’re having trouble, I’d love to help you. Fill out the form below and I’ll get back to you very soon!