Standing out in a world where consumers are bombarded with advertisements and have brands battling for their attention is an uphill battle. But it can become easier if a company understands how to be memorable.
So, how can a brand become memorable? They can do it through their story.
Below is a step-by-step guide on how to create your brand’s story.
1. Define Your Mission Statement
Understanding your company’s values and how you would like to be perceived by your target audience will help you shape your story.
Work on your mission statement and make sure to include the problems that your brand is committed to solving for the consumer.
No need to be grandiose here. Simplicity within the mission statement can come across as more authentic and less like an over-the-top sales pitch.
2. Understand Your Target Market
You are not going to be speaking to everyone when writing your mission statement or your story. Instead, you’re only going to focus on how you can better connect with those who will support your business.
This means you need to get to know them first. Learn everything you can about your target audience online and offline.
When you understand their behaviors, values, fears, goals and perspectives–you can tailor your brand’s story to sound as though you are speaking directly to them.
3. Craft Your Brand’s Story
Once you are clear on your mission statement and know exactly who you are trying to attract, you can craft your story.
Be mindful of the language you choose and the tone you convey while storytelling, as your story needs to be told in a way that elicits the emotional response you are seeking.
Do you want your audience to feel valued? Connected? Full of purpose? Keep the emotion you are trying to evoke in mind.
4. Create Your Narrative
How will you be incorporating your brand’s story into ongoing conversations about your business? This is something you need to consider as you create content for your company and talk about what you do.
Your ongoing narrative will support your brand’s story and weave it into conversations where your target audience will be listening.
Having a keen understanding of your brand’s story and its narrative will help you build a solid business identity that resonates with your customers.
The storytelling aspect of your brand might even become the reason many of your customers stay hooked.
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