Thanks to social and mobile sharing, it’s easier than ever for customers and constituents to connect with your business on a more personal level. These days people are as interested in your brand’s story as they are your company’s product.
In journalism school, we learned that there are five main components to a story – five questions that must be asked and answered for your audience to get a complete understanding of the subject or event. The same holds true in brand storytelling. In order for your customers to connect with your brand story, you should be able to answer the following questions:
Who – Who are your company’s founders and what values do they represent? Who are your employees? What are their backgrounds, specialties and expertise? On a personal level, what makes your staff special? For example: the bakery owner who knows her customers’ favorite cupcake flavors.
What – To answer this question, think beyond what your company produces or the services it provides. Instead, ask yourself what your organization stands for or what sets your company apart from the competition.
When – This is more a “how.” How long has your company or organization been in operation. Is it a cool, gutsy startup? or a mainstay business rooted in the community?
How – How do you treat your customer, members or constituents? How has your business overcome difficult and uncertain times?
Why – This is a personal question, and yet the answer lies at the heart of the company-customer relationship. Why do you do what you do?
So what’s your brand story? How do you develop that story? And how do you tell it in an engaging and compelling way? Read more for tips.
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