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Your brand is more than just your product or service. It’s the story you tell about your business – the why behind what you do. And being able to tell that story consistently is essential to connecting with your audience. But how do you start?
1. Define your brand’s story
First, it is essential to define what your brand story is. What are the values that drive your company? What makes you different from your competitors? Your brand story is the unique story that encompasses the values and differentiators that drive your business. It is essential to define your brand story early on to use it as the basis for all your marketing efforts. There are a few important things to keep in mind when defining your brand’s story.
Focus on the values that drive your business. What do you stand for? what is your mission? Think about what makes you different from your competitors. What are your unique selling points? Answering these questions will help you craft an authentic and memorable brand story. Once you understand your story clearly, make sure everyone in your company is united on messaging. Every moment of contact with your customers should reflect your brand story, from how you answer the phone to the design of your website.
The most important thing to remember when trying to sell a product is to give it time to build. Just because you’re tired of talking about it and selling it doesn’t mean your audience is too. You probably haven’t talked about it enough yet. Sell a story, not just a product. If you can connect with your audience on an emotional level, they are much more likely to buy from you. Share why you developed the product, what needs it meets, and how it has helped others. The more personal and relatable your story is, the more likely people will listen and be interested. So don’t give up too soon – keep talking about your product and eventually you will find the right people who want to buy it.
Related: Using storytelling to increase customer engagement
2. Sell your story, not your product or service
After construction, sales sometimes lag behind. You have a great product, but nobody buys it. You’ve talked about it with your friends and family, posted about it on social media, and even set up a booth at a trade show or industry event — yet no one bites. Usually the problem isn’t your product – it’s your approach. You are trying to sell a product when you need to sell a story. Your potential customers need to see how your product will improve their lives, not just what it is and does. So take a moment to think about the story of your product. Why did you make it? What need does it fulfill? How will it improve people’s lives? Once you’ve got the story clear, start telling it — and keep telling it repeatedly until people start to listen. Only then will they buy.
3. Evolve your story
And finally, don’t be afraid to change your story as your business evolves. Turning is a common business strategy and it can be a useful way to adapt your business model as your business grows and evolves. However, it is important to distinguish between necessary and frivolous. A necessary pivot is usually determined by changes in the market or the growth trajectory of your company. For example, you may need to switch if you lose market share to a competitor or expand into new markets.
In contrast, a frivolous pivot is usually unnecessary and only adds additional problems. A good example is pivots that are driven by the whims of the CEO or other C-suite executives. This can lead to inconsistency in your product offerings and messaging, confusing and alienating your customers. So if you’re considering a pivot, ask yourself if it’s really necessary or if you’re just chasing the latest trend.
Related: How an Outdated Brand Story Can Strengthen Your Business
As you learn more about your customers and what they’re looking for, your original story may need to be tweaked. The important thing is to stay true to the core of what makes you unique. By following these steps, you can start building a solid foundation for telling your brand’s story and making sure it’s always consistent.