How to Develop an Authentic and Compelling Brand Story
Have you ever wondered how your favorite brands capture your attention and draw you in every time?
Have you found yourself stopping what you’re doing to watch a new Apple commercial or sit and scroll through Nike's Instagram page.
The art of storytelling is the key!
They've created an emotional connection beyond the products and services they offer. These brands use the power of stories to connect with their audiences on an emotional level.
Stories ignite emotions that draw us in and capture our attention. They become part of our identity and how we express ourselves. Customers buy the story, not just the products or services you provide.
Do you feel like your business isn't being seen or heard?
Is engagement low, and your audience isn't responding like you'd like them to?
Do you feel like your message isn't landing the way it should?
The heart of the issue is your brand story and messaging.
I love this quote by Melinda Partin.
"At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey – appealing to our wants, needs, and desires – while at the same time telling us about a product or service."
– Melinda Partin, Multimedia Producer, Digital Marketing director
In the previous post, 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 this post, you will learn the exact steps to developing your own brand story that will resonate and capture the attention of your ideal clients. Let's dive in!
Your Brand Story Goals
A study at Stanford shows that people will remember a story 22x more than they will a list of facts. That's powerful!
Using the storytelling framework is a great way to engage your audience while setting the stage for what you have to offer.
When developing your brand story, it's essential to start with goals for telling your story. As we said in the previous post, your brand story focuses on your client's journey and transformation. It's about their path, from start to finish, and how you, as the guide, will support them through the obstacles along the way.
Here are questions to ask as you consider the goals and intentions for your story:
What do you want to achieve through your brand story?
What emotion do you want to evoke?
What action do you want them to take? Buy your product? Book a call with you? Sign-up to hear more from you? Is this an ongoing relationship or a one-and-done service you provide?
What message do you want to resonate with them?
Your "Why"
Understanding your "why" becomes the foundation for your brand story. Who you are, your mission, vision, and values will set the scenes for your story. Pinpointing the elements of your personal story and values will support you in creating the emotional connection you desire with your audience.
And remember, as a coach, consultant, author, or speaker, your brand's backstory is closely tied to your personal story, so it's okay to get emotional and be transparent here!
In his book, Start with Why, Simon Sinek states that
"People don't buy what you do; they buy why you do it."
As you've grown over the years, you have gained so much experience with personal triumphs, incredible wins, and struggles you had to overcome. That becomes the foundation of your story.
Why are you in business?
What has made this experience worth the struggle?
What were the defining moments of your journey? Letting your ideal clients in "behind the scene" creates connection and relatability.
What unique qualities about you or your business do you currently incorporate or would like to? Maybe you took an unconventional path to start your business. Maybe your "what" and your story are unique. Let's jot those points down too!
It's essential to define your "why" to connect with your ideal client's dreams and desires and serve them by providing the exact support or solutions. You've found your sweet spot when your why and your ideal client's desires merge.
The Brand Story Framework
So, we've covered your goals and set the scene by understanding your background, your brand's mission, vision, and your "why".
Your brand story is a series of plots and turning points that evoke emotion and create a connection with your audience. But, first, let's develop the elements of your story, including the characters and transformation.
1. Introduce the hero of your story, your ideal client.
A great brand story not only weaves together your brand's purpose and mission but it speaks directly to your audience. A great story is one that the audience can see themselves in. They can relate to what the character is experiencing and understand their struggle.
This is how we connect: we create a story where our ideal client is the hero. When your audience sees that you understand them and are here to serve them, you develop a deep connection built on trust.
They'll see you as an expert who has their best interest in mind. One who can guide them to the solution they're looking for.
So let's run through how we'll discover this dream client of yours.
We can start by imagining the exact person we want to work with. Not the person you've been working with or know you can attract right now, but the DREAM client.
Let's get very specific by giving them a name and a persona. Start by asking yourself the following questions about them and create their story.
WHO ARE THEY?
It's totally up to you! You have the opportunity to be very specific about who truly lights you up! Who would be a dream to work with? Maybe it's an expanded version of your current clients or an entirely new person. Here are a few starter questions you want to answer:
What's their gender?
How old are they?
What's their income?
What is their immediate family situation?
Where do they live?
WHAT ARE THEY LIKE?
Once you've covered the basic demographic information, you'll want to dig deeper to get to the heart of your ideal client. What's their personality like? What do they love? What are their hobbies? We'll want to look at their work. What kind of job does your ideal client have, and what is their work-life like? Let's dive deeper and answer the following questions:
What's important to them?
What do they value?
What are their dreams? Biggest goals?
What are their fears? What keeps them up at night?
Take note of the words and feelings that come up from this exercise. That emotion is how you'll build a deeper connection with your ideal client. They'll view you as someone who cares about and understands their needs.
2. Understand the hero's struggle
So now that we have an idea of who our main character is, it's time to dive into their pain points related to your products and services. You can help them solve their needs, wants, or desires. It's our job to understand them, so we can show how our services will support them on the journey to success.
When our ideal client sees that you know their struggles and what keeps them up at night, your brand story will attract loyal clients who want to experience your products and services.
Remember that emotion we uncovered when defining our ideal client? This is where we get to use them!
Here are questions you can start to ask to dig deep into your ideal client's problems:
What does your ideal client need clarity in?
What is their most significant pain point?
What are they feeling insecure about?
What solutions are they currently trying that aren't working?
3. Position Yourself as the Guide
Now that we've established your main character, your ideal client, let's position you as the guide. You are the guru, the sage, the wise one that will show your hero the way to victory!
In this step, we'll frame your personal story, mission, vision, and why statement to show you as the one who can support them. Remember: the focus is on the client's needs and the transformation they desire. So let's keep it about them!
Here are a few questions you can ask to begin framing your story around your ideal client's success:
What makes you qualified to support them?
What results have you achieved for your past clients?
What solutions do you offer through your products and services? Do they match what the client wants or needs?
You establish yourself as the guide to show your ideal client that you're more than capable of serving them and meeting their needs. You'll build trust and be seen as the expert you are.
4. The Great Transformation
Imagine the moment when your client reaches their goals! When they achieve that next level and feel great about life! They did it! And you were right there with them, supporting them along the way.
Doesn't that feel amazing?!
Returning to the emotion of our ideal client's needs and desires, how will they feel when they reach their goal? What feelings come up when they make it?
Let's dive into a few questions to consider as we highlight what that moment of success will look like for your client:
What does their "turning point" look like?
What makes your product or service the best solution for your client?
How are you different from your competitors?
What transformation will they achieve?
What does the future look like for them?
How will they feel once they reach their goal?
You want your ideal client to know that you know their heart's desire. You know what victory looks likes like and feels like. They will see that they can trust you to get them there.
You did it!
You've outlined your brand story! How does it feel?
The next step is putting it all together into one cohesive story. Make sure it's concise and easy to understand. I recommend 200-400 words in length, so your audience can follow right along. From introducing the hero to understanding their problem, identifying your solution, and visualizing transformation, your brand story will take your audience on a journey of how they will achieve their goals.
But we don't stop there! This brand story is now 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.
Turn your Brand Story into Design
You've taken the time to set your brand up for success and created a solid foundation for connecting, inspiring, and converting your ideal clients. You might ask, "well, how do I visually take my story and bring it to life?"
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.
CLICK HERE TO BOOK A CALL TODAY!
"There is no greater agony than bearing an untold story inside you."
- Maya Angelou, poet, memoirist, and civil rights activist
