Every brand has a story to tell. From the inception of the company, to the impact with clients or customers, to the problem the business solves and beyond – your brand story is often your differentiator. Yet many businesses fail to share these key elements. Sometimes, the hardest part is often the simplest: identifying your sharing strategy and medium.
Your story should clearly address:
Who your company is: Share your company’s roots. What’s your founding story (watch an example of Grapevyne founding story work here)? Who’s at the helm of your business? What experiences have helped shape your brand?
What your brand stands for: Create a sense of transparency and trustworthiness by sharing what you value and support. What’s your mission and vision? How would you describe your company culture? When your values as a professional align with consumer values, you’ll be more likely to score the business.
How your business can help: Your audience should walk away feeling confident in understanding how your company, product or service can help them. What problem does your business solve? How do you provide a solution unlike others in your market? Why does your business matter?
When customers or clients search for a vendor or business to connect with, they often seek the answers to the questions above. Make it easy for your customer to buy one product over another.
To ensure your true brand story comes through, we suggest telling your story with the help of these three content marketing channels:
Video – Create videos that highlight your business and share your story with a narrative start to finish. More and more, consumers are turning to video to learn more about products and services they’re interested in. For social media, keep you videos relevant, useful and short (1-3 minutes).
Website Content – Your company website should include a short section about “how you got started” to “where you are now” and highlight how you’ve grown. Don’t shy away from including your struggles along the way, too.
Photography – Consider a photo timeline on your site that shares your growth story, and use professional photography throughout your marketing collateral.
Being vulnerable and transparent about your brand story shows that your company is trustworthy. And trust is often a differentiating quality consumers look for when seeking a new product, vendor or partnership.