How To Effectively Tell Your Brand Story
Branding your website is about giving your company a voice. It’s about creating characteristics that resonate with an audience. By giving your company website fundamental traits, you are planting seeds and building trust with your target market. Properly branding your website generates human connections that allow your company to capture attention. It is the only effective way to stand out in an oversaturated digital marketplace. Telling your brand story effectively is about more than just traffic. It’s about making human connections that give your company life and a solid foundation that prospective clients can relate to.
Your brand characteristics shine through in your story. This is much more that just font, layout and colors. Effectively telling your brand story is about creating an original work of art that tells a story about your company. This work of art should be so compelling that it leaves the audience thirsting for more. Even something as simple as “The Year in review” can be articulated in a manner that isn’t flat out boring to read. There is a fine line, however. In today’s society where transparency in business is a cornerstone of success, it is imperative that the story be true and original. While your brand story should definitely offer a fresh and unique perspective, it should also be customer-centric.
Believe it or not, there is a structure to properly telling your brand story. To be effectively, you must all but disregard everything you know to be true ab out marketing. You aren’t trying to sell anything or anyone when telling your brand story. If anything, it needs to be specific and universal. How’s that for tricky? Telling your brand story should somehow reinforce your company values and goals across all mediums. Keep in mind that it should tie in all other marketing initiatives to be successful. Company values, goals, social responsibility, brand perspective and ideal persona must all be clearly identified at the beginning of the process. This will help keep messages consistent as the story unfolds.
Engineer Human Connection
This may be a little difficult, but it is an absolute must. At the end of the day, everyone relates to stories. Marketing won’t always be effective but great stories are. As you craft your brand story, ensure that the journey is relatable to the target audience. People connect with companies and stories they can relate to. You also want to include social buttons and a call to action somewhere. Although you aren’t marketing in the technical sense, you want to make it easy for the audience to Like, Tweet and Share the incredible brand story you’ve crafted. Ensure that the key takeaway is clear for audience members who read your brand story. That’s how you know its effective.
Crafting an effective brand story is no easy task. It is an art form. The story must be unique, and it must resonate with those who read it. Keywords and industry terms should be integrated naturally throughout the context of the story. Your brand story must be powerful, tactful and high-quality. If it is, then you will build an engaged and loyal community of followers and prospective customers alike.