How To Tell Your Brand Story Well & Achieve Your Business Goals

Branding is about so much more than the visual elements you put out into the world. Having a well-developed brand story that is woven throughout all aspects of your business goes a long way for building trust and emotional connection with your audience.

 Stories are a powerful tool in building authentic human connections. In today’s world, we are flooded with choices for any particular product or service. To stand out, you absolutely must be able to tell a compelling story behind your brand that breaks through the noise and connects on a deeper level to your ideal customers.

 There’s no need to write a novel when it comes to your brand story. You should keep it concise and most importantly, in alignment with your vision and what your customer needs and wants. 

 Let’s dive into what you should consider when telling your brand story:

First take a look at Simon Sinek and this fantastic video, If You Don't Understand People, You Don't Understand Business

Humanise your target customer

It’s a good idea to get very clear on your target customer as a first step before setting out to create your story. Where do they live? What do they do for work? What are their goals, dreams and desires for the future? What are their philosophical beliefs? Painting a detailed picture of the more human aspects of your ideal customer will give you a clear vision of what needs to be reflected in your story.

Get personal

“Success is not how high you have climbed, but how you make a positive difference to the world.” 

― Roy T. Bennett, The Light in the Heart

People are more likely to invest in people, not things. Inject personality into your story by developing an authentic persona for your brand. This shouldn’t be a ‘God’ like persona that is ruling over your customers and telling them what to do, but rather a personality that is relatable for them… kind of like an inspiring friend or mentor. It’s helpful to use your target customer profile to develop a persona that your customers will relate to.

 Your brand values and purpose

“Pursue what catches your heart, not what catches your eyes.” 

― Roy T. Bennett, The Light in the Heart

As humans, we all have our unique set of personal values. When we see these values reflected in a brand, we instantly feel more connected to it. Go back to your core values as a business, and break down each one to see how they contribute to your overall vision and what storytelling capabilities they hold. For example, if you are a gym and your core value is health, break it down by asking why good health is important, and how exactly do you help people achieve better health - is this through tailored fitness programs, diet plans, health coaching etc.

What makes you credible?

How to speak so that people want to listen - Julian Treasure

Your story needs to give your brand credibility. What have you and/or your business been through to get where you are today? What standards does your company adhere to? How many people have you helped in the past with your product or service? What is your experience in the industry? Just like giving your brand personality, this is about building that sense of trust with your audience and demonstrating that you can deliver on promises.

 What value are you providing?

Your brand story shouldn’t act as a marketing ploy to list off and sell your products or services. Instead, look at each product or service you offer and consider what value each of them brings to your customer. Or better still, consider what major problem they can solve in your customer’s life. Again, this is about making a personal connection with your audience to spark an emotional response. Your customer should be able to see how their life or business will be benefited by engaging with your brand. 

Above all, remember to remain authentic and relatable when telling your brand story. Don’t be afraid to reveal your journey, with all its ups and downs. Once you have established your story, stick to it and use it as the foundation of your marketing materials, content and day-to-day business practices.

Want to know more about how to reach your goals? See below the presentation to help you on your journey.

ConnectIn offers a range of different services that can help you achieve the branding goals you strive for, we can offer profile optimisation or face to face LinkedIn training that will have you in the know how to every aspect of LinkedIn before you know it. Reach out to us today by clicking the photo below.