Your business story is more than just the “About Us” section of your website, it is a powerful tool that connects your brand and your target audience on an emotional level. Behind every logo, website, and social media page, there are passionate individuals like you, dedicated to solving a problem and making a difference. Your story is what sets you apart and resonates with others.
Why Brand Stories Matter
Stories shape our identity and create a sense of belonging. They have the power to engage and inspire. Stories are how you move people along the customer journey you have set for them. At every touchpoint, your prospective, current, and future clients should encounter your story. Buying, no matter how automatic or subconscious, is rooted in how a person feels, and feelings are guided by stories. It’s why someone prefers Coke over Pepsi, or why someone shops at Saks over TJ Maxx–the stories those brands tell resonate with the stories those shoppers have told themselves about their own identity. One woman loves being a “Maxxinista,” while the other loves a more personalized shopping experience.
Each customer has told themselves a story about who they are, what they can afford, what clothes best match how they want to show up in the world, etc. And both Saks and TJ Maxx have captured their attention through brand storytelling. Bottom line, no matter how big or small the company, storytelling has an impact on your brand's success.
Crafting Your Brand Story
When developing the story of your brand, you want to consider the behaviors, activities, and mindset of your target audience. Using Brand Storytelling to Engage Your Audience.
Once you understand the thoughts, behaviors, activities, and pain points of your target audience, you can begin to fine-tune your story and craft your messaging in ways that will resonate with those you most want to help. Using your story to properly position your mission, vision, and values will help you craft a story that engages your audience. Remember, you’re not just telling them about you, you’re using a story to show them how you can identify with their pain and solve their problems with your products or services. You’re using storytelling to answer the age-old question “What’s in it for me?”
Using Brand Storytelling to Build a Connection
By sharing your brand story, you'll create a connection with others. They'll not only understand what you do but also why you do it. Your story will inspire trust, loyalty, and a sense of community.
Your business story matters because it's a powerful tool that connects people on an emotional level. At Jali Creatives, we're here to help you craft a captivating brand story that will engage and inspire others. By telling your story we maximize digital and traditional marketing tools to meet your brand’s philosophical and financial goals!
