What is a Brand Story? And 3 Reasons Why Your Coaching and Consulting Business Needs One
Take a moment and think about your favorite story. What did you love about it? Was it the characters? Or maybe it was the obstacles they had to overcome? Or was it the big Grand Finale at the very end?
Through each of these elements, the author sought to create emotion and stir up feelings in the audience as the main character journeys to victory.
Don’t you love it when the hero wins in the end?! I certainly do!
We can use this same storytelling approach for our brands to connect with our audience. We can take them on a journey that shows them how our products and services can lead them to victory in the end.
Now, think of your favorite brands. Let's take Apple, for example. What comes to mind when you think about Apple and its products?
Maybe it's the sleek design and technology. Or it's the feeling of being ahead of the curve. Perhaps it's the thrill of having the latest technology has to offer. Either way, you feel like you're living outside the box, charting your unique path when using an Apple product.
How crazy is that?
If you think about what Apple does, design cell phones and computers, you may think it's just a technology company.
But if you dive deeper into the brand that Apple has created, they've created a brand story that is so much more than what they do. They offer their consumers hope, creativity, and self-expression in a way that no other product can.
Research shows that our brains fire up when we engage in stories. We connect and understand stories in a way that goes beyond what we see.
Stories ignite emotions that draw us in and capture our attention. They become part of our identity and how we express ourselves.
Your brand story can offer that same type of engagement to your audience. So let's take a look at what a brand story is and why you need one ASAP!
What is a brand story?
Your brand is the overall feeling, emotion, message, and visual elements of your company or business. Your brand includes every point of interaction from your logo to your copy to every visual touchpoint your audience has with your business. Each of these elements embodies the personality and feeling your brand expresses.
A brand story is a structured narrative, or a roadmap, that shows how you’ll support your client’s transformation through your mission, vision, values, and product offerings.
One of my top recommended books is Building a StoryBrand by Donald Miller. His powerful storytelling framework positions the client as the hero in the story and you as the guide. The brand story becomes about the client’s journey and success while weaving in your role as the expert.
The story begins with understanding your client’s needs, wants, and pain points. Knowing what they’re trying to achieve and speaking to their goals will position you as to go-to expert for their problem.
POSITION YOURSELF AS THE GUIDE
For coaches, consultants, authors, speakers, and personality-led brands, your brand story will incorporate your personal story, values, and purpose. Integrating your personal experience humanizes your brand to connect with your ideal audience. You become the sage who can lead them through the battle to victory!
You have the opportunity to serve as the expert and guide along your client’s journey. Your brand story will show them why you’re qualified to support them.
How did you get to where you are today? Why did you start this business? What are you aiming to achieve? What are your intentions? Your backstory is a powerful tool that can help solidify your expertise and attract just the right audience.
Your brand story doesn't have to be dramatic, and you certainly don't have to share more than you're comfortable with, but it does have to be yours. You have to be authentic about who you are and what you have to offer your clients.
You'll never have to worry about attracting the right audience when you are true to yourself. Instead, your brand story will compel them to want to learn more about you!
THE FOUNDATION OF YOUR BRAND
Your brand story is the foundation of your business. It becomes a guideline that integrates your purpose, mission, service offerings, and visual design elements.
Let's take a look at TOMS Shoes.
At first glance, you may think TOMS makes sustainable shoes that are good for our planet. However, TOMS takes it a step further. They offer the idea of doing good through service and philanthropy in addition to selling high-quality shoes.
TOMS donates a pair of shoes whenever someone buys a pair. Their customer becomes the hero in their brand story.
So when you see TOMS brand name or logo, you'll associate it with the feeling of service, giving back, and doing good. Their brand story becomes so much more than just shoes!
How powerful is that?!
If you allow your story to be authentic and service-oriented, your audience will associate your intended emotions and feelings with your brand.
That connection becomes the foundation of a solid relationship where, ultimately, your audience will want to join you and take action.
So, why do you need to tell a unique and compelling brand story?
Well, I've compiled three reasons why you must tell your brand story. A brand story sets the tone for developing relationships with your clients. It's what your brand is built upon and what holds it together.
Let’s dive in!
1. CONNECT with your ideal clients
Telling a clear brand story is a great way to capture the attention of your ideal audience and engage them in how you can serve them.
Great storytelling can connect your audience on a deeper level. It can build authentic trust and relationships with the people you want to work with.
Furthermore, telling your story can show that your brand is genuine. Creating true relationships and connections will help you stand out in your industry with all the noise in the marketplace today.
It's about sharing your story and creating a platform for conversations around your services and how you can support your audience.
You build trust when your audience understands you’re here to support them. They'll see you as an expert who has their best interest in mind.
And think about it, your brand story is unique to you. You know your personal story like the back of your hand, and you know how you'll lead your clients through transformation.
So when you begin engaging with your audience, it'll be effortless to talk about how you can support them.
And how much easier is it to speak on what you know rather than trying to make up something that's not personal and authentic to you?!
You are your brand, and your brand story is an extension of you.
2. INSPIRE & engage your ideal clients
Imagine meeting someone at a networking event. You're strangers and know nothing about each other.
After small talk and introductions, they might ask, "what do you do?"
You could give the standard "I'm a coach" response and leave them scratching their head or uninterested in learning more.
Without even realizing it, you just closed the door to that relationship.
Or, you could talk about what you're passionate about and spark a conversation beyond "what you do."
Taking the latter approach could lead to exchanging information to keep in touch before the event is over.
Think of your brand story in a similar way.
Telling your brand story is a conversation starter for your audience to engage with your brand. It can stop your audience in their tracks, capture their attention, and fully engage them in your message.
If your audience hears or reads your brand story and connects with you, you've just opened the door and invited them to go deeper.
You've gained your audience's attention and piqued their interest in further understanding who you are and what you offer. This is golden as we are inundated with information every day.
From here, the sky is the limit! You can nurture the relationship, connect them to your list, and services, and understand their needs. You've just made a new friend!
3. CONVERT your ideal clients
It's a fact that people will spend their money with those they know, like, and trust. So one of the top reasons you need a compelling brand story is to increase your credibility with your audience.
To stand out in your industry, you must increase your trust factor and show that you are an expert. Your story will connect the dots on why they should choose to work with you.
Your brand story is critical in growing your audience's confidence in you and your brand. It's an opportunity for you to make a great impression!
A survey by Edelman showed that 81 percent of consumers said they need to trust the brand to buy from them.
When your brand story showcases your expertise by speaking to your audience's pain points, your audience will feel like you're speaking directly to them.
My favorite quote by Simon Sinek says, "People don't just buy what you do; they buy why you do it."
This is so true! Your clients buy into the brand story, not just your products or services. That includes your personality, expertise, and the unique qualities only you possess.
When your audience trusts you and your brand story, you'll create loyal clients who want to experience your services.
They'll become part of your story and follow you on the journey.
Want to get started with telling your brand story? Squarespace invited me to share my story with along some fantastic female Squarespace experts. Catch the replay of the virtual panel here to help you discover and refine how you tell your narrative.
