8 Ways to Use Your Authentic Brand Story to Connect with Your Ideal Clients
Great stories capture our attention and engage us more than a simple list of facts. We become emotionally attached and connected to stories in which we can see ourselves.
Think about some of your favorite brands. You know the story, purpose, and mission behind each of them.
You're loyal to them and watch their every move.
You can't wait until they present new products and adore everything they put out.
If you notice, you'll see that the story is always consistent at every touchpoint of your favorite brands.
They've built affinity and engagement by telling a compelling brand story that captures the audience's heart.
The art of storytelling is the key! These brands use the power of stories to connect with their audiences on an emotional level.
A great story is one that the audience can see themselves in, one where they can relate to what the character is experiencing and understand their struggle.
You can do this as a coach, author, and entrepreneur. We connect with our ideal clients by making them the story's hero!
When your audience sees that you understand them and are here to serve them, you develop a deep connection built on trust. Your audience will see you as an expert with their best interest in mind—an expert who can guide them to the right solutions.
Creating a solid Brand Story is essential for your business and brand. Read part 1 and part 2 of this Brand Story blog series if you haven't already.
In part one: What is a Brand Story? And 3 Reasons Why You Need One As a Coach or Consultant, we learned the importance of having an engaging and compelling brand story to connect, inspire, and convert your audience.
In part two, How to Develop Your Authentic and Compelling Brand Story, we outlined the exact steps to crafting your brand story through the hero's journey that will resonate and capture the attention of your ideal clients.
If you're all caught up now, it's time to explore when and where to use your brand story.
Your brand story is the foundation for every point of contact for your brand. You can weave your Brand Story through everything you do, from your social media to your marketing materials to your email newsletters.
And guess what? When your story is consistent and aligns with your visual design, your clients and customers will become loyal to you too!
This post will discover eight ways to use your brand story to form deeper connections with your audience through your touchpoints, design, and marketing. Let’s do it!
1. Your Website Homepage
Your website homepage is prime real estate for speaking to your ideal client. You can immediately engage them through your main hero banner and continue the story down to who you are and how you'll serve them.
My client, Kecia Robinson's website, is an excellent example. We used her beautiful branded photography to evoke emotion overlaid with a message speaking directly to her audience's needs, “Be the Real You!”
2. Your Website About Page
The About page is also an excellent location for your brand story. Here, you have the opportunity to share more about your personal story and walk your client through the hero's journey. They get a glimpse of who you are and why you're qualified to serve them. You get to show why you're the perfect guide for them.
Another client, Tierra Destiny's about page, uses a storytelling format showing her personal journey and why she has the expertise and passion for serving women entrepreneurs. We chose to share a timeline of the pivotal events of her entrepreneur journey and then bring the audience in for a sweet moment at the end where she says it was girlfriends like you who were the glue to holding her together. Talk about pulling on the heartstrings!
3. Your Social Media Bio
Your social media may be one of the first contact points for your ideal client. Your bio section should include a mini brand story describing who you work with and the transformation you offer. Be sure to keep it consistent with the story on your website and other touchpoints.
4. Your Social Media Posts
Creating posts around your brand story can give your audience a clear understanding of what you do and what you offer. For example, you can create posts about each stage of your hero's journey, including where they are now and can be once they work with you. You can also create posts around your why and your personal story. Another idea is to generate posts showing the transformation you've had with previous clients. See how your brand story serves as a foundation for your entire brand message? This is just the tip of the iceberg. There is more!
5. Your Digital Guides and E-Books
Do you offer guides, workbooks, e-books, or digital products? Add your brand story as an introduction! Show why your audience should see you as an expert. Here is your chance to tell your brand story and walk them through the hero's journey and the transformation they'll experience after completing the work or working with you. In my free guide, 5 STRATEGIES TO INSTANTLY ELEVATE YOUR WEBSITE, I begin with my a welcome message with my brand story introducing the audience to my brand and what they can expect from this workbook.
You can also share your brand story at the end before creating a solid call to action for a more significant service or product. This is a great way to invite them to continue working with you.
6. Your Email Newsletter
Like your social media, you can engage your audience through your email newsletter by providing content based on your brand story and the hero's journey. What topics do your audience want to hear? What are they struggling with right now? How can you guide them to victory? Use your brand story as a starting point for engaging with your audience.
7. Your Media Kit
As a coach, consultant, author, or speaker, you're drumming up a lot of press around your business. You're serving as a guest on podcasts and panels. You're providing expert advice in popular media outlets and speaking at national or worldwide events. Your brand story will serve as a critical component of your media kit. Your visual brand design, bio, photography, and stats serve your overall brand and the image you want to convey to the media.
8. Your Blog or Podcast
You’re an expert and, more than likely, providing your audience with weekly long-form content. Weaving in your brand story is a great way to showcase the expertise and results you provide your clients. You can use your story as an intro or outro or create an about section at the end of your blog posts that tells your brand story. Consistent messaging and branding will further strengthen your audience's relationship with you.
But we don't have to stop there! Your brand story is the foundation for all of your branding. You'll need to weave this story through your website, social media posts, collateral, presentations, visual design, and brand touchpoints.
From Brand Story to Brand Design
So you've taken the time to know your brand story's what, when, and where. As a result, you've set your brand up for success and created a solid foundation for connecting, inspiring, and converting your ideal clients. So, are you wondering about the HOW? How do you translate your brand story into brand design?
This is where I can help!
With a powerful brand message and scroll-stopping web design, you'll capture the hearts and attention of your audience. I specialize in designing elevated websites that strategically marry your brand message and visual design. I'd love to hear your story and guide you through the ultimate brand transformation. I'm currently booking projects and would love to work with you.
"There is no greater agony than bearing an untold story inside you."
- Maya Angelou, poet, memoirist, and civil rights activist
