Tips For Writing Your Brand Story

REVEAL THE CONFLICT - BE AUTHENTIC, SHARE YOUR STRUGGLES

Good stories are about overcoming hardship, so it's critical to emphasize your story's conflict. If you describe your struggle and how you overcame it, people will be able to relate to your journey. Some business owners are hesitant to reveal failures or missteps. People don't relate to perfection, so this is a mistake. They relate to struggles and adversity-overcoming journeys that result in victory. Authenticity is essential. People will relate to you and your brand if you are genuine.

SHARE THE STATUS QUO AND YOUR RESOLUTION

The status quo (or conflict) is the way things were or the initial nature of a particular situation. Your conflict disrupted the situation and forced you to find a solution to the problem. The image of the protagonist battling the proverbial dragon to conquer all obstacles appeals to audiences and gives them an emotional payoff.

SPOILER ALERT! YOU’RE NOT THE HERO OF YOUR BRAND STORY!

People will resonate with your story because it has meaning to their own lives. They are looking for ways that it applies to their own circumstances. People are typically self-centered and it’s important to remember that when telling your story and when marketing your business. They want to (and should) be the hero of the story.

In a standard story structure, the hero is the person who goes on the journey. The hero is faced with challenges, overcomes them and goes through some sort of transformation. The hero of your brand story is your customer and your role is to be a facilitator or guide. You and your business are there to support them.

Whether it’s writing a brand story or developing marketing strategies, it’s imperative to always remember it’s about your customer, not you. Let them know that you empathize with their needs and have solutions to their problems. In other words, show them that you understand them and that your product or service can improve their lives.

It's about them, not you!