A vital component of a strong Brand is it's Brand Story and in order to build yours properly, it's important to know how to write a compelling one.
Your Brand Story is completely unique to you and is what your potential customers will be able to relate to. When they feel this connection and kinship with you, they will form a stronger bond with you and your brand.
It’s important that they can follow and relate to your journey. That they understand what moments led up to you starting your business. How these major events in you life got you here, what they taught you and how that can be applied to making your business stronger.
This Brand Story will be strongly linked to your ‘Why’. Your ‘Why’ - the reason you do, what you do - is often the key differential that makes your customers choose you over your competitors.
WRITING YOUR BRAND STORY
The more truthful about where you come from and who you are, the more sincerely your brand will come across. This is a chance to build trust and resonance with potential customers and is completely unique to you and your business.
1) Outline key plot points
Like any good book or film, there are key plot points that shape the story. What are the key events that have had a direct impact on where you are now? These events aren't always positive, but maybe you learned a valuable lesson from them?
The key here is to pick 4 or 5 that were significant in shaping who you are today and how they have played a key role in growing your business.
2) How they have shaped you?
As mentioned above, these events or experiences don’t always have to be positive. Often it's only through extreme hardship that extreme decisions are made and lessons are learned. It’s important to be open and honest with your audience as they will trust you more if you open up.
However it's key to not depress people, so try to focus the positive lessons that you learned from those experiences. Remember: more silver linings than clouds.
3) What they can bring to your business?
Building on from the previous points, this is where you can take a closer more analytical look at these key events and try and establish:
- What have they taught you?
- How are they applicable to your business, or the businesses of your clients?
Knowledge and wisdom acquired through first hand experience is far more valuable and unique than knowledge acquired on educational courses or from books. So use these real life experiences to deepen your knowledge.
4) How they have helped you set goals for the future?
The final part is seeing how have these events have shaped your vision of your future. Sharing your business goals and ambitions is empowering, it gives potential clients an insight to how far you want to go and what you plan to do to get there.
We all want to work with people who love to dream big as they will take us on the journey with them.
What's your brand story?
To help you clarify your Brand Story I've created a downloadable worksheet which you can download and fill out.