Your products and services are big components when it comes to your brand and the success of your business. But there’s a not-so-secret secret that too many business owners miss out on…
Your customers don’t really care about your products and services.
They’re more concerned with the solution you offer. A strong brand narrative though can help tune them into your business and build trust. This is important because spending money is a very emotional thing for most consumers. They want to buy from companies they know, like and trust. Your narrative can help influence those feelings and build credibility.
The first step to developing the narrative that you tie into your brand is to answer these questions:
- How did you get started?
- What makes you do what you do?
- Where do you plan on going?
Delving deep into these questions can help you pull out the gold around why your business exists; where your passion comes from.
Why Narratives Are Effective
Everyone loves a story, and the most effective stories are the ones we can relate to that touch us personally. This is why reviews are so influential in buying decisions. A potential customer is reading about so many other people that had the same problem and they are raving about you because you fixed it.
And conversely, businesses go down in flames when reviews paint them as misrepresenting their product and service, providing poor reviews that steer potential customers clear of you.
When you create that very personal narrative, think about the problems you wanted to solve when you started your business. Use the narrative to create empathy with your audience, showing them that you can relate to their problems and through hard work you’ve developed a solution that you are proud of.
Getting the Narrative Out There
You want people to be able to read your story, but you can’t spam it out daily in social media or plaster it across every page of your website. You’ve always got your About page but there are other creative ways to tell your story, leaving bread crumbs that make it easy for people to find.
- Summarize your story in the about section of social sharing sites.
- Find industry journals and trade magazines where you can provide articles or do interviews that talk about your brand and provide an opportunity to get your story out there.
- Create videos that you can post online providing an inside glimpse into your operations while sharing your story and the stories of your employees.
People connect with people, and that’s no less true when it comes to your business and your brand. Be human, be authentic, and let your story be heard. Give your customers the most honest reason to do business with you and they will love you for it.