How to Create a Brand Story that Gets People to Care

Once upon a time in a land far, far away....

Do you relax a little when you read that?

It's an auditory cue: Your brain realizes a story is about to be told.

Storytelling is an invaluable marketing tool. It makes information easier to grasp and to remember. It makes people relate to you.

Psychologist James Bruner says you are "22 times more likely to remember a fact when it has been wrapped in a story."

As a small business owner, maybe a coach or a consultant, storytelling needs to be a cornerstone of your marketing.

Think of how many coaches, for example, draw you in by relating their sad sack story until they found the light and the solution. And now they're offering that to you.

A brand story helps you identify with the brand and draw you in.

Think of Apple and Steve Jobs. You don't just picture an amazing tech innovator but recall his personal story: dropping out of college, working with friends in his family's garage to build the first Apple computer and fighting competitors to launch his product.

Job's heroic story lets us identify with Apple on an emotional level.

Effective brand storytelling not only needs to tug customers' emotions but also demonstrate your understanding.

I love the story Pamela DeNeuve , who coaches lawyers, weaves on her LinkedIn Profile.

Her about statement begins (all in capital letters)

"Everyone thinks that you have made it.

But along with success you have added pressure that most people don't understand.

You wake up in the morning and face anxiety and stress."

And then she continues with what her clients are up against, including "facing the wrath and competition of peers."

If you're a stressed out lawyer or other professional, you see yourself in what she writes.

You feel understood.

When clients buy from you, they're not just buying your product or service. They're buying your story and how you can help them.

So how do you ensure you're telling an effective brand story?

Here are 3 things to keep in mind:

Make it personable. Sharing something about yourself makes you more relatable.

Keep it simple. Don't complicate it. We don't need to hear about everything you did in your life.

Focus on why your brand exists. Why are you in business?

In my case, I explain to my clients that this is my encore career, I could in fact retire. But I know I would go stir crazy if I did that. I want to keep my finger in the pie, and have more purpose and meaning.

I get joy helping a coach or consultant get the right messaging, positioning and branding to grow his or her business. I feel like I'm turning a bit of chaos into order and making my clients thrive.

Prospects seem to relate to my story because it's authentic. And some see themselves in my continuing to work.

What stories are you telling about your business? What resonates for your clients or customers?

#storytelling #branding #coaches #consultants

------------------------------------------------------------------------------------------------------------I help small business owners, including coaches and consultants, nail their messaging, branding and marketing to grow their business. Schedule a?free Power Positioning call with me.