" Genes are like the story, and DNA is the language that the story is written in." ~Sam Kean
What if you could grab their attention?
According to Paul J Zak, by knowing someone’s story—where they came from, what they do, and who you might know in common—relationships with strangers are formed. (Source)
People are attracted to authenticity. The key to personal branding is to make it personal.
Communicating dry facts will fail to impress most people. Your brand must have personality.
Framing your brand story involves creating a compelling narrative that communicates your brand’s values, purpose, and mission.
Here are some steps to consider when framing your brand story:
Identify your unique selling proposition (USP): Your USP is the unique value that your brand offers to your customers. It could be a product feature, a brand attribute, or a customer experience. Identify what makes your brand different from competitors and use it to craft your brand story.
Define your brand’s values: Your brand’s values are the guiding principles that influence how you operate and interact with customers. Identify what your brand stands for and how those values align with your target audience’s values.
Develop a brand persona: A brand persona is a representation of your brand’s personality, including traits, behaviors, and characteristics. Consider how you want your brand to be perceived and use this to develop your brand persona.
Craft your brand message: Your brand message should be a clear, concise, and consistent statement that communicates your USP, values, and persona. Use language and messaging that resonates with your target audience.
Tell a story: A compelling brand story is more than just a series of facts or features. It should be a narrative that connects with your audience emotionally and communicates the purpose behind your brand. Use storytelling techniques to create a narrative arc that engages your audience and creates a sense of connection.
Use multimedia: To make your brand story more engaging, consider using multimedia elements such as images, videos, and infographics. Visual elements can help bring your brand story to life and make it more memorable.
Relationships are built when brand stories connect with customers through trust, emotional connection, shared values, personalization, and engagement. By focusing on these factors, brands can establish meaningful relationships with customers, which can lead to increased loyalty, advocacy, and brand growth.
Brand stories can connect with customers in a variety of ways, here are some examples:
Emotionally: One of the most effective ways for brand stories to connect with customers is through emotions. Stories that tug at the heartstrings or evoke strong feelings of happiness, nostalgia, or inspiration can create a powerful connection with customers.
Relatability: Customers want to see themselves reflected in a brand’s story. Stories that are relatable to customers, whether it’s through shared experiences, values, or goals, can help build a connection and foster brand loyalty.
Authenticity: Customers value authenticity and transparency from brands. Brand stories that are truthful and genuine can help build trust and create a deeper connection with customers.
Inspiration: Brand stories that inspire customers to take action, make a change, or pursue their dreams can create a sense of shared purpose and connection.
Shared Values: When a brand story aligns with a customer’s values, it can create a sense of shared identity and community. By communicating a shared set of values and beliefs, brands can connect with customers on a deeper level.
Visuals: Visual elements like images, videos, and infographics can help bring a brand story to life and create a more memorable and engaging experience for customers.
Are you ready to build relationships?
