An inspiring brand story speaks to us in a way that numbers and data simply can’t. It taps into our emotions and values. It helps us build connections and relationships with businesses because we resonate with what they stand for. It helps us choose one product over another.

If sharing a compelling brand story is the secret weapon in making your business stand out, how do you do it?

Start with your ‘why’

Begin by defining your company’s purpose—beyond just making a profit.

All organisations know what they do. Some know how they do it and what makes them different from their competition. But very few know why they do it—the very reason their company exists. So start there and you set yourself miles ahead.

As Simon Sinek suggests in Start With Why, communicate your brand from the inside out to capture attention, inspire and perhaps even start a legacy.

Start by answering these questions. Ask others in your team to get a well-rounded perspective.

  • What’s our purpose?
  • What’s our cause?
  • What’s our belief?
  • Why does our brand exist?
  • Why do we get out of bed in the morning?
  • Why should anyone care?

Maybe it’s a pain point, a gap in the market that you aim to fill, or the fulfilment of a passion. Whatever it is, define it.

Think about your audience

The most effective brand stories know who their audience is and puts them in the centre.

Instead of thinking about your audience as a large group. Think of just one person your brand is for. Create a buyer persona, a detailed description of a fictional character who represents your target audience. Give them a name, age, location, interests and behavioural traits.

Define your audience by asking yourself:

  • Who are they?
  • What do they desire?
  • What are their goals?
  • What do they believe?
  • Where are they?

This will help you tailor your messaging to your audience and also help you navigate how, when and where to share your brand.

Where to tell your brand story

The about page is the obvious place to start when it comes to telling your brand story. Here it can be clearly defined, explained and laid out.

But your brand story should permeate all your communication. Too many businesses have grand visions and ideas of who they are and what they stand for, but fail in communicating this story across channels by being vague and inconsistent.

Clearly defined branding can help build brand affinity at some of the earliest touchpoints. Through social posts and ads to product packaging, continually remind people why they choose you by telling your brand story again and again.

We know it’s no easy feat! Our copywriters at Stead Lane can bring fresh eyes to your company’s messaging and help you effectively communicate your ‘why’.

Chat with the Stead Lane crew and let’s tell your brand story so you can stand out, resonate with your audience and increase your sales.

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