If you’re in business to make money (and you better be!), in order to be successful, you’re going to need to convince and compel people to purchase from you. You can have the best product or service in the world, but if you’re not creating a deep connection with your buying audience, don’t expect people to line up to buy from you or become raving brand ambassadors. At the core of every great business, is a story that activates its consumers, drives customer loyalty and ultimately fuels its growth.
Over the course of my career, I’ve seen hundreds of companies launch without a story. It wasn’t until they got clear on why they were in business, what compelled them to create a specific product, who or what influenced their brand, and how they’re looking to make their customers lives easier or more fulfilling, that their marketing began to work. It’s so much easier to market and sell a service, product, etc., when you create an emotional connection with the end user.
Some questions to ask yourself in developing and defining your story:
- How are you different?
- What problem are you solving?
- How did you get here?
- What do you stand for?
- What are your guiding principles?
- Who are you serving?
- What are you doing that’s so remarkable that the media would be foolish not to cover you?
After answering these questions and getting clear on who you are and what sets you apart, you’re on your way. Identity building is crucial in defining your brand and communicating it to the world so your message and value proposition resonate with your target audiences.
Your story should also be evident across all elements of your brand and branding. It will be reflected on your website and embodied across your social channels. Most importantly, your story propels your company vision. Learn to be your own master storyteller and turn customers into raving fans.