Building your brand is an important part of running a business. To truly connect with your audience, you must define and express who you are and what your goals are as a business. Often, the best way to do this is by telling your story.
Your brand story encompasses your journey to and reason for starting your company, and the way you tell it can greatly impact the way consumers view your brand. We asked members of Young Entrepreneur Council to share some strategies for communicating your chosen brand story to your audience. Here’s what they had to say.
1. Connect With People
People connect with people, not businesses. When establishing your brand story, put your people at the center of that story. If the founder is still involved, this might mean connecting the day-to-day work and offerings to the founding story. It is key to highlight the people behind the work as it humanizes the brand and makes it more relatable. Why are your people involved? Share that widely! – Matthew Manos, verynice
2. Have Fun
You need to have fun because that’s where creativity, consistency and innovative story-telling comes from the easiest—at least for me. When’s the last time you remember watching something boring? There are certain things that are scintillating, that you absolutely love to do, that stick in the minds of everyone involved, whether that’s the recipient or the brand messenger. Have fun. – Richard Fong, Ready Green
3. Convey An Aspiration
We just did a brand rehaul to convey our story in a much more compelling way. We did this by showing editorial photography and video that conveys that together we’re a strong force. It also (hopefully) conveys an aspiration: You want to work with people like us, people that are compelling, kind and engaging. – Beck Bamberger, BAM Communications
4. Nail Your Differentiator
You have to nail your differentiator. In a competitive market, all of the products start to look alike very quickly, so it’s of utmost importance that you find a way to uniquely differentiate in a way that is compelling and meaningful to your desired audience. A particularly powerful way to do this is to challenge the “status quo” while delivering a grand new vision that aligns with your customers. – Andy Karuza, LitPic
5. Communicate Your Mission
Communicate the mission of what you are doing by considering the values of your company. If you want your brand to stand out, you must communicate company integrity and key values that you are inspired by. Show what inspired the creation of the company in the story so people can relate to it. The more timeless you can make it the better. – Nicole Munoz, Nicole Munoz Consulting, Inc.
6. Transmit Empathy And Growth
The history of a brand represents its identity, the path that led it progressively toward a certain goal. The obstacles, difficulties, falls and learning represent everything that the brand is today. For this reason, transmitting each of these aspects in the story that is shared with the public is indispensable. – Kevin Leyes, Leyes Media & Team Leyes, by Leyes Enterprises
7. Use The Right Language
Use the language your audience uses and understands when you tell your brand story. It’s your story, but they’re the ones reading it. If you use a lot of corporate-speak or technobabble when they don’t, you’ll completely miss the mark. People need to relate to your story, and if you’re talking over their heads, they’re going to ignore you, even if your products are perfect for them. – Thomas Griffin, OptinMonster
8. Listen To Your Audience
Listen to your audience and observe what they’re doing. You don’t want to sound detached or alienated from them by talking about your brand too much. Reach out to them and talk about the things they like, do a couple of shoutouts, repost follower content and post a fan appreciation post. This is the key to staying relevant because it keeps you connected with your audience. – Solomon Thimothy, OneIMS
9. Ensure Your Team Knows Your Brand Story
You want to make sure everyone on the team has access to your brand story or else everyone will be saying different things. From the start, your business should have branding guidelines that employees can refer back to when they have questions. It’s important that they know your brand story because it’s an important part of why customers shop with you. – Stephanie Wells, Formidable Forms
10. Share Your Personal Journey
When communicating a brand story, sharing your personal journey is key. Most branding is aspirational by nature. People want to hear where you started and how you made it to where you are today. For my brand, I share how I transitioned from a lucrative but ultimately soul-destroying corporate career into a successful entrepreneur, and I’m transparent about all the bumps in the road along the way. – Matt Diggity, Diggity Marketing