Why you should tell your story

What’s inside the Leaning Tower of Pisa? Nothing. It’s a hollow tube. One of the most iconic buildings in the world is empty. But that’s okay, because the building doesn’t make any promises about what’s inside. There’s no expectation, no offer of engagement. It merely is. Chocolate Easter rabbits are a different story. You can’t help but feel ripped off when you discover that they’re hollow. When we bring a brand to the world, it’s rare indeed that people are okay with it having nothing inside. The wrapper matters, but so does the experience within
— Seth Godin

This is a quote from a leading voice in marketing and branding, Seth Godin. A very wise man indeed. Because he is right, isn’t he? It’s the experience of the brand that matters. He also said “Every brand has a story, if it didn’t it would just be a name and a logo”.

The point here is that you add the experience to your name and logo, and once you start adding the experience, you start turning your business into a brand. One of the best ways of building up your brand in the eyes of your audience is to tell your story.

What’s the big deal?

You’ve probably heard the term brand story many times before, and thought “what’s the big deal?” Your brand story isn’t just a chronological retelling of your life and what led you to where you are now. A good brand story doesn’t have to be long and elaborate. It needs to pull out the main points of what got you to where you are now and be aimed at your ideal client. A great brand story talks directly to your ideal client’s emotions, it makes them laugh or cry, emphasise and relate. It will entertain, inform and persuade them. The brain will release dopamine. The dopamine helps us remember facts associated with the emotions of the story, and that is exactly why telling your story is such a powerful marketing and branding tool.

What’s the secret?

The secret to a good brand story is picking out that one thing that makes your business unique and make that the turning point of the story. Then build it up with your previous experience and what led you to where you are now. Think of it as a newspaper article. The headline is the standout fact from the article, then the article is built up with the most compelling content in the first paragraph and then it slowly filters through to the end of the article. Make sure it’s catchy, compelling and above all TRUE!

If you don’t tell your story in one form or another, you leave your audience to fill in the blanks, and you have no idea what they might imagine about you. When you write your story, you have some control over how your brand is perceived. However, people will always infer their own beliefs onto your story and that is okay, too, so long as you are consistent with your messaging, otherwise they will get confused and stop listening.

How to implement your brand story

Once written, a version of your brand story can be used on your About page, your Work with Me section on your website, and on your Facebook About page. You can share it on social media where it can form the basis of a campaign about yourself and your business. A part of it can be used as a mission statement or in your elevator pitch. It can be re-written to be used as a biography for sending out to accompany an article or a guest blog you’ve written. You can put it in your media pack, if you have one, or even add it with your products when you send them out to customers, if you have a product-based business. You will retell it to people when they ask what you do. If done well, your story will become an integral part of your brand. It will be the element that makes your brand come to life

If your brand story is stuck in your head and the words aren’t flowing then let me help you. We can do a brand story power session where I ask you “all the right questions” to lure the story out of your head and down on paper. Get in touch and let’s work something out, so you can start making your brand story work for you and use of it in your marketing strategy.