A brand story
A brand story is more than content or a marketing pitch. Your story goes beyond the copy on a website or article. It's more than a presentation or a pitch to investors or customers. Your story is a complete picture that helps people arrive at what they believe about you and your brand based on the signals you send. Your story is made up of facts, feelings, and interpretations --- which means a part of your story isn't even expressed or told by you.
Everything you do, each detail of your business from the presentation of your products or services, to the design of your website, the feel of your logo, the steps in your sales process and even the people you hire are part of your story. Therefore every factor should reflect the truth about your brand back to your customer and audience.
To a certain extent, all of us play a numbers game when it comes to growing our business. We want more sales, more customers, higher open rates, more facebook likes, and such. And it's true that you usually need more customers if you are going to grow your business, but it's not the numbers that matter most. If you want to build a successful business that will generate loyalty and be sustainable you must begin with your story first. Your story is what attracts the right prospect.
Why you need a story to tell
It's been said, "Work is theatre and every business a stage." If you're competing solely on the basis of price, then you've been commoditized, offering little or no true differentiation. What would your customers really value? Experiences -- a story, your story. Creating a brand story is not simply about getting noticed or standing out. It's about being worth being noticed. It's about giving people something they should care about. A good brand story uses goods as props and services as the stage to create experiences that engage customers in an inherently personal way.
Today every business is a stage, and companies must provide a story for which they charge admission. Better yet, for what customers would pay a premium to experience. Your story is the foundation to your show and a strategy for growth and success.
We all are telling a story
Your story begins the moment a connection is made with a customer. The moment a person views your website, your blog, your logo, or interactions with social media. The signals you send about what you do, how you do it, what you believe, what you stand for are the complete picture of your brand. Are the signals you're sending giving your customers a story to share? If you were charging an admission for the experience, what would you get?
Your brand story is the playbook from which you can begin to direct new performances, create memorable experiences, and yes -- have customers willing to pay you a premium to experience.
My Brand Story Strategy includes:
- Online consultation with mindmapping session focused on a compelling brand story strategy
- Explore your brand's mission and vision
- Identify your brand's identity and culture
- Outline and develop the elements to your show (i.e. website, logo, identity package, etc.)
- Determine systems and sales processes needed for your show
If you are a business owner or entrepreneur who is serious about my brand story strategy, I'd like to offer you a 25 minute complimentary consultation Just click the banner below to schedule.
If you feel like you don’t have the complete picture of what your business should look like or you have a business or marketing problem that you need a solution for, then a consultation with Jeff Payne is what you need.