In today’s overcrowded marketplace, it’s not enough to simply promote the features and benefits of your product or service. I can’t tell you how many times I’ve been in a marketing meeting pulling my hair out listening to C-Level managers wanting to focus on features and benefits…features and benefits…features and benefits (ensure rolling of eyes).
You need to connect with your potential customers on a deeper level and demonstrate how you can solve their problems or make their lives better or they won’t even pay you any attention. So, that’s where having a brand story comes in.
A brand story is a powerful tool that can help you grab the attention of your potential customers and position your company as their guide in their quest to solve their problems or achieve their goals. A brand story is not just a marketing gimmick or a tagline. It’s a narrative that communicates who you are, what you stand for, and why you do what you do and how it will help your potential client.
There are seven key elements of great storytelling that can help you grow your business. These elements include a character, a problem, a guide, a plan, a call to action, a success story, and a moral.
Let’s break down these elements and see how they can be applied to your brand story.
A Character: Every great story has a hero, and your brand story should be no different. Your hero is your potential customer, and you need to make them the center of your story, not your company! Don’t sit there and brag on your website about how great your company is and how great your products are because they really don’t care. Seriously, no one cares! Until you identify your potential customers’ pain points and desires and use them to create a compelling character that they can relate to in order to help them solve their problems or better their lives then you will never get their attention.
A Problem: Every hero has a problem that they need to solve. Identify the problem that your potential customers are facing and position your company as the solution.
A Guide: Every hero needs a guide to help them on their journey. Position your company as the expert guide that can help your potential customers solve their problems or achieve their goals.
A Plan: Every guide needs a plan to help the hero succeed. Provide a clear and simple plan that your potential customers can follow to achieve their desired outcome.
A Call to Action: Every story needs a call to action. Encourage your potential customers to take action and engage with your company.
A Success Story: Every hero wants to know that the plan works. Provide social proof in the form of success stories from your satisfied customers.
A Moral: Every great story has a moral, and your brand story should be no different. Identify the values that your company stands for and use them to create a compelling moral that your potential customers can connect with.
By using these seven elements of great storytelling, you can create a brand story that grabs the attention of your potential customers, positions your company as their guide, and helps them solve their problems or achieve their goals.
Creating a compelling brand story can be challenging. That’s where the branding specialists at Digital Impact can help. Our team of branding experts can help you identify your unique story and use it to create a powerful brand that resonates with your potential customers and gets you results.
Contact Digital Impact today and let us help you create a brand story that will set your business apart and help you grow.