Tips Tuesday, With your Digital Service Squad - The Importance of Brand Story Telling

Posted On Tuesday December 15, 2020

Chances are your business already has an online presence – and that’s great! But how effectively are you telling your brand story? In this digital age, it’s important to craft simple messages that can easily be recognized in a matter of moments. Whether it's through your social media, website, or e-mail marketing campaigns, having a brand voice, and sharing it through storytelling is crucial in any business. These stories create personal connections and bond us together through related experiences. Here are the factors you need to consider before sharing your brand story:

Who are you? Is your business focused on only using sustainable resources? Do you have a CSR plan? Are you community-based? What do you stand for? Your audience wants to connect with the person behind the screen – so let them in. By having a clear & consistent brand position, you will develop relationships with your audience that are beyond the product or service, and are built on connecting authentic life values. This will help you stand out from your competitors, establish a community of like-minded consumers, and create stronger customer relationships that last.

What business are you in? New customers might not know what to expect from you and therefore might be apprehensive to give you a try. By illustrating what experiences a customer can expect from you, while identifying pricing and quality, will give them insight as to who you are and what your brand encapsulates.

Who is your target audience? It’s difficult to hone in on a great story for everyone. Knowing your target audience will be of great benefit when crafting your stories. Talk directly to that person – create an imaginary character if it helps you visualize your ideal customer. Answering this important question will reveal how you can market your brand and gain insight into who will be using your product/service and who is listening to your message. From this, you can target your audience through specific brand guidelines that resonate with your customers.

What is your goal? Every time you share a message through your business it has to have an intended goal or outcome. Having SMART goals (Specific, Measurable, Attainable, Relevant, Time-bound) will help you zero in on what it is you want. Whether that be increasing new product sales 10% over the next month or utilizing social ads to grow your Facebook audience by 50 new followers over the next week, you need to have a purpose behind your brand storytelling.

What's yours why? Why are you in business and how will your story benefit you when it goes out? Think about why you started and how positioning yourself within a niche can help your business stand out from the competition. Connect using emotions and underlying reasons why.

Every piece of content you create is an opportunity to share who you are – so don’t miss your chance! Brand storytelling has several benefits, some of which include: capturing the attention of current and new customers, fostering a community, building emotional bonds between consumers and your product/services, and creating customer loyalty. But how do you start the conversation? Tell your story through social media (contests, stories, posts), e-mail marketing & blogs, or simply hosting an AMA (Ask Me Anything).

Interested in learning more? This quick read will give you additional insight into how & why brand storytelling is essential in today's business landscape: https://marketing.sfgate.com/blog/why-is-brand-storytelling-important

If you’re a small business located in the County of Brant, we want to empower you with the tools you need to be successful! Please feel free to connect with us to learn more about the Digital Main Street Program or our free digital marketing assistance (dss@brant.ca).