Today’s idea is to tell your brand story.
Who doesn’t love a good story. In business, telling a good story can lead a potential customer to pick you over one of your competitors. Why? Because it emotionally engages them.
As a business owner, it’s important that you take the time to develop a compelling brand story that you can share – it’s an essential part of building your reputation and helping people understand why you do what you do, and how your business came to be.
Telling your brand story is also a great way to build trust and remind people that at the end of the day, your business is managed and run by real humans. I’m astounded at how many businesses (especially in the service industry) don’t do this.
Here’s a great example from the Four Frogs Creperie in Mosman, Sydney:
“We are four Frenchmen who came to Australia and loved it. We found beautiful beaches, a perfect climate and wonderful people. The one thing we couldn’t find? Excellent crepes.
In France we love our crepes: sweet for dessert, and savoury (we call them galettes) for a delicious meal, with a glass of cider or wine and some good company. They’re always made to order and are natural, fresh and delicious.
Australia, you give us so much, we give you our delicious crepes.”
So here’s my 3 step process for creating your brand story:
- Spend an afternoon thinking about what led you to starting your business, who was there to help you, and how you felt. Jot down a few pages of notes and create an initial outline.
- Decide how you want to tell your brand story. Some choose to create a visual timeline that illustrates how their business came to be. Others like to tell their brand story on video, or with a combination of words and photos. Write the first draft and gather any supporting materials you’d like to include like quotes from others, old photos and footage, old logos etc.
- Publish your brand story on your website, print it on a poster and hang it around your shop or office, share via social media.
Here’s a brand story by Tom’s Shoes, who chose to do theirs on video:
If you’d like help implementing any of the ideas I share, go ahead and join The Small Business Big Marketing Club – where I’ll personally support you on your marketing journey.
So … what have you got to lose?!