Being able to tell the story of your business sets you apart from others. Your story should be a summary of history, values and the reasons for your offering. Your ideal audience will connect with your story and if you do it effectively will become your most loyal clients. Ultimately your brand story aims to inspire action.
Emotional Connection is a key component to building client loyalty. Consumers are more likely to recommend someone when they feel the human element of your offering. And they are more likely to remember a feeling than statistics. This is why telling your brand story authentically and from your heart matters.
The human brain is wired for storytelling. And who doesn’t love a good story. It can trigger relatable emotions and allows us to truly feel what the storyteller was going through. When immersed in a well told story, mirror neurons in our brain is activated and creates that emotional connection. Not everyone will be affected in this way by your story but knowing your audience will help you place your story and reach those who you can connect with’
Keeping your story relevant is another important aspect of telling your audience why your offering will benefit them. You must be willing to evolve and this means anticipating the changing needs of your clients. To stay relevant, it goes without staying that you will need to be talking to your clients, delivering solutions for tomorrow in order to surpass their expectations. It may require taking a risk, while maintaining your authenticity and what sets you apart from others.
Remaining relevant also can relate to timing and placement of your message. For example if your passion lies around women’s health and pregnancy, focusing a message on labour and giving birth during perinatal loss week would not only seem a little out of touch but also totally not relevant for the time. However, a well-placed message about your experience with miscarriage or perinatal loss, if it was part of your story would be perfect.
And this brings me to the final key component of telling your brand story. Successful storytelling means to be truthful. You do have a unique reason for launching your business and you should never loss sight of your values even as you evolve. Your ability for truthfulness in your storytelling is equal to your reputation both professionally and personally. Truth does not need to be embellished, it should not have an whiff of “fake news” and in doing so will build trust.
While there are other key elements to ensuring your story remains first in mind with your perspective clients, emotional connection, relevance and truthfulness in storytelling are my primary key components for you to consider as you develop your brand message.
If you need support with telling your brand story, I am offering my marketing packages at 10% off until the end of December. To decide if you would like me to support you with developing your story reach out for a complimentary chat.