Does your company have a story to tell? If yes, are you taking full advantage of that story to build your brand?
I recently put “Be a Good Story Teller” on my list of ideas for this blog. It was a topic that I felt I wanted to address because it was something that I hadn’t heard much discussion on. So what does telling good stories have to do with building a successful brand?
We should have all figured out by now that the purpose of branding is to capture attention, engage interest and leave a memorable message with the recipient. The more refined and well crafted the brand marketing, the more clear and understood the message will be received by the targeted market. This in turn, will result in more sales, traffic, etc.
Coincidently a good story must contain these same elements, “to capture attention, engage interest and leave a memorable message.” If your business has a story to tell then by all means use it. Incorporate your company story into your business the same way you do with branding.
7 Reasons Why Story Telling is Good for Business.
- Everyone likes a good story.
- Stories show personality.
- Stories have the ability capture and hold our attention. (We’re all a bunch of ADD’ers)
- Stories build brand loyalty, by creating an emotional connection between business and customer.
- Stories are easier to remember than facts, and being memorable is the objective in branding.
- Stories are unique, and…
- People like to share stories.
“They’ll fight over it when you’re dead.”
There is really no better way to show the value of a good story, than to look at a perfect example of a company that has an amazing story and has used it to build its brand.
I was introduced to the Saddleback Leather Company’s story from the SAMBA Blog (article by Jon Dale, They’ll fight over it when you’re dead) and it inspired me to share the value behind good storytelling. Dave Munson, the president and founder of the Saddleback Leather Company invites his site visitors in and shares the unique story behind the company’s founding. Even their prominent Call to Action on the homepage draws you into the story of the brand more than the products themselves.
Now following Saddleback’s example, let’s examine how we can tell a good story.
How to Tell a Good Story:
- Be Yourself: The personality of your brand will in many ways match the personality of the entrepreneurs who build them. From the tight-laced professional to the fun-loving hipster, our businesses and brands tend to reflect their owners. So embrace the your uniqueness and what it brings to the table.
- Be Interesting: Remember, just like branding, telling your story must capture attention, engage interest, and leave a memorable message. Be descriptive, use pictures, and paint the picture of your amazing product or services journey. Where did it start? Who was involved? What did you struggle with? How did you overcome challenges?
- Be Honest: Fairy tales are great, but if you lie to your customers they will find out and it will ruin any work that you put into it.
- Be Proactive: Don’t stop creating your story. How do you want your business and life to be remembered? Be adventurous and bring your brand with you.
- Involve Your Customers: Just like the Saddleback Company created a photo contest for its customers and received responses from Africa to Antarctica, involve your happy customers and everyone wins. You build brand loyalty and advocates for you company and your customers get to be a part of the story.
I’ll admit that not all businesses will have a compelling story to tell, and therefore should not try to make one up. However if your business has a good story then by all means tell it and use it to sell your brand.