Whether your business has been around for generations or is green and new, it has a brand story to tell. That story, which is uniquely your own, is the heart and soul of your company… and it’s really important! It’s what piques consumers’ interest, compels them to buy, and makes them into loyal customers. That’s why it’s so crucial to tell your brand story well.
Your brand story should be documented on your About Us page and come to life through all your customer touch points. But simply providing key information like when your business was started, who the owner is, and what you do/sell isn’t enough. You absolutely must captivate consumers by weaving a brand story that’s engaging and exciting. Here’s how you do just that:
Your brand story should be documented on your About Us page and come to life through all your customer touch points. But simply providing key information like when your business was started, who the owner is, and what you do/sell isn’t enough. You absolutely must captivate consumers by weaving a brand story that’s engaging and exciting. Here’s how you do just that:
Hit the Main Points
The high-level overview is the easiest part for most businesses. Hit the main points – your brand’s history, any awards you’ve won or certifications you hold, what your staff’s qualifications are, etc. These big things are the foundation on which you’ll build the rest of your brand story.
Demonstrate Value
Once you’ve said who your company is, it’s time to say what your company can do for the reader. Clearly spell out your value proposition(s) so that potential customers know what’s in it for them. Set yourself apart from your competition by illustrating that you’re the best at something, or were the first, or are currently the largest. Let visitors know what your claim to fame is to persuade them to choose your brand over all the other choices out there.
Make it Personal
What’s more persuasive – text that says “I can help you!” or a picture of someone looking right at you that says “I can help you”? Words are essential, but they’re not enough – images and videos drive the point home. Make your brand story more personal by including images if your owner/president (where appropriate), employees, your headquarters or storefront, and anything else that personifies your business. Ensure that consumers know that they’re not just doing business with a company, they’re doing business with Bob and Sally and Tom.
Breathe Life into It
Once you have the building blocks of your brand story all sorted out, bring it to life with great writing and colorful imagery. Excite people and compel them to buy through your use of captivating language and good old fashioned storytelling. Invite them on your brand journey and tell them what they can expect when they come along for the ride.
Be Likeable
Finally, ensure that the tone of your brand story is downright likeable! Be thankful for how far you’ve come, and optimistic about your outlook on the future. Be gracious winners and humble leaders. Demonstrate that your brand is trustworthy and friendly. Essentially, make consumers want to be your friend as much as they want to be your customers.
Sound like a tall order? Don’t worry, you don’t have to do it all yourself! You can always hire a professional copywriter to tell your brand’s story for you. If you’re looking for some help, contact us today. We’d love to help bring your brand to life and fuel your business’s success!
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and son and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!
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