The digital landscape is saturated with businesses competing with each other with very similar products, services and content. It’s incredibly hard to rise above the noise and stand out.

So why do people choose one product or service over another? What makes some brands so inspiring?

A huge part of it is their brand story.

It's more than an about page or the story of how a company was founded. It’s their ‘why’. It’s who they are and what they stand for. It’s their company’s purpose that goes beyond just making a profit.

Creating—and effectively communicating—your brand story is a powerful tool to rise above the rest, connect with your audience and actually increase sales.

And here’s why:

People want to be a part of something bigger

"People don’t buy what you do, but why you do it."  I’m sure you’ve heard this famous Simon Sinek quote.

It boils down to this: having a brand story gives people a vision that they can subscribe to, rather than just a product or service.

In Sinek’s Ted Talk, How Great Leaders Inspire Action, he uses Apple as an example. It’s not what they sell—computers—that inspires their faithful following. Many companies sell great computers. It’s their ‘why’: “We believe in challenging the status quo”.

It instills a sense of purpose that makes people feel proud to own and use their products. It attracts people who resonate with that belief.

So attract people that believe what you believe. That’s a strong connection.

People want to invest in people, not companies

Be human. Don’t be afraid to share your struggles, conflicts, setbacks and successes. This will help people understand the passion your products and services are built upon, winning their loyalty and affection.

Let’s look at Macro Mike, one of our amazing clients, as an example. His story beams with resilience and self-belief. Everyone told him it was crazy to start a health and fitness food company with so many dominating the market already.

But he stuck to his guns as one man with one dream: to give back to all those who’ve had to restrict themselves from food.

The results?

Mike said,

"We’ve held our own against some of the biggest names in the industry and received exponential growth from our presence and success at some of the biggest and most prestigious health and fitness events in the world, leaving many in the industry scratching their heads wondering how we do it."

Show people you’re human and you’ll win their hearts—and their wallets.

We generally make decisions based on emotion, not logic

Have you ever been given a list of compelling facts to do something and still thought “I don’t know, it just doesn’t feel right”? Features, facts and figures just don’t drive behaviour like we might think.

It's emotion that does.

It’s whether a product or service ‘feels right’. And generally something feels right if it aligns with our values.

When you focus on your ‘why’—your values and purpose—instead of your ‘what’, you make people feel something. You speak to the part of their brain that actually makes decisions. Now that’s a powerful tool.

What's your brand story?

Sharing a compelling brand story is one of the biggest secrets to making your business stand out. Are you telling your brand story?

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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