Storytelling: What It Means For Your Business
Think about your favorite shows or movies for a second. The one’s that gripped you right from the opening scene.
If it’s a rom-com or a horror movie, chances are you knew exactly who was going to wind up in a relationship and who wasn’t going to make it to the end alive. But you sat there and watched it because the storyline was just too good to turn off.
That’s the same position most businesses are in right now. You can probably think of at least two other brands that sell something super similar to what you offer. If not, the same exact thing. It happens. It’s extremely rare to have a ‘one-of-a-kind’, ‘never-been-seen-before’ product or service. And that’s okay! Because when you have a great storyline - when you can draw in your dream audience and make them feel something - you can set yourself apart from all of that competition.
The most important question you have to answer is: “How do I position myself as authentic and unique to my audience?”
The Foundation of Your Brand Story
Just like in a movie, a storyline has characters, a major conflict, a big action scene, and a climax. It takes you on a rollercoaster of emotions and you are sitting at the edge of your seat the entire time.
Think about your brand story in the same exact way.
The main character in your movie? Your dream client.
That major conflict? Your customer’s biggest pain point.
The big action scene? Getting through the journey to finally solving their problem.
And the climax? Total relief that they found your brand.
Your brand story is what shapes how you communicate to your customers. It tells them who you are, what you value, and why they should care. And it can set the tone for how you grow your business, keeping your mission, message, and overall tone and voice consistent no matter what new platform or social media channel pops up tomorrow.
The 3 Critical Elements of Your Brand Story
Making your audience feel something is how you will grow a loyal following and generate more business for your brand.
Content powers your brand.
Connection powers content.
Here are the elements of a brand story that will help you shine:
Build trust and authority by being authentic.
Create a relationship with your audience by answering comments on Instagram, sharing your experiences in Reel or TikTok, and having conversations in community forums. Make sure your audience knows you are a real person who is open to communicating.
Your customers are the main character.
One of the most common mistakes I see when it comes to brand strategy is a brand believing that it’s all about them. Yes, you have to share the core values and mission of your brand. But you’re in business to deliver a product or service to your customer. That means that they are the main character and they take the lead. You should create your brand story with their pain points and needs in mind. If they can’t see themselves in your struggle and wins, they can’t relate and won’t buy in.
Solve your customer’s one big problem.
If you don't understand what your customer actually needs, you’re doing it wrong! Your businesses can only survive if you are solving something for your customers. If you don’t know what they need, then how will you generate business? Make sure you are listening to your customers and really emphasizing that you are their one, true solution.
When it comes to sharing your story, you may be a bit hesitant to do it. How and where you post about it is completely up to you. But I LOVE a personal About page on a brand’s website. And I would highly recommend creating some DTC Reels that share your story.
A brand story is that personal touch every business needs. If you need help finding yours, get in contact with me now to chat!
Until next time,
Danielle Cruz
