When you’re building up your brand online, it gives you the opportunity to narrate your own story. That is, you get to decide how your audience sees your brand.
If you are not in control of your own story, you’ll quickly discover it can get told for you. This isn’t always a great thing as the story may not resonate with your company values. As I was always told: “When writing the story of your life, don’t let anyone else hold the pen.”
So, if you’re looking to build a strong brand, controlling your story in online formats—on social media, in blogs, and in online forums—is a great way to do it. Here are some way you can use online platforms to tell your brand’s story.
Keep it Conversational
Online storytelling, often through a blog, requires a more conversational tone than you might use in your sales materials. This gives you a chance to connect with your audience.
With storytelling, it’s absolutely essential to maintain a conversational tone. This helps to build trust with your readers, while showing the human side to your business.
Customers today don’t just want a generic experience. They want to know the businesses they are dealing with include real human beings. Blogging and telling your own story in a conversational manner will help to generate a more authentic relationship with your audience.
Giving Your Brand a Personality
Narrating your own story enables you to give your brand a personality. You can control how your brand comes across and how it interacts with its audience.
Adding personality to your brand can really resonate with customers. It can make the difference between them choosing you or one of your competitors.
Keep Your Story Short and Concise
While storytelling can be extremely effective at helping you to build up your business, it can also prove detrimental. That is, if you don’t keep it short and concise.
Nobody wants to read an essay about your brand. If you browse numerous business blogs, you’ll come across many which over-do the storytelling aspect. The trouble is, if you go too in-depth with a story, you’re going to lose your audience’s interest.
So, keep it short and concise and don’t stray too far from your original points.
Focus on Your Audience, Not the Company
Another common mistake businesses make is focusing on the company rather than the audience. Don’t tell potential customers about the benefits of your company, what your company does, or what the company is offering. Instead, focus on what it is your audience wants. What problems are they currently facing and how can you solve them? Tell stories that are useful to your audience, not simply ones promoting your business.
A good way to do this is to use your blog to answer audience questions. This shows the audience that you care about addressing their issues and most importantly, that you listen to them.
Embrace Your Story in Every Aspect of Your Business
While blogging is a great way to tell your brand’s story, it shouldn’t be the only platform you use. Every piece of content you create should resonate with your story.
Make sure your website content, along with the content on your social media and marketing materials, all tell the same story. You want to make it consistent. By telling your story on more than just your blog, it’s going to cement it in your audience’s mind. They will be able to feel your authentic message.
There is a lot to consider when you’re using online platforms to narrate your brand’s story. However, taking the time to ensure you’re getting it right will have a positive impact on your brand.
Storytelling is one of the most important elements of marketing today. If your brand doesn’t control its own story, your competitors will have no problem doing it for you. Only you can tell the authentic story of you, your brand, and your message.