If you’re looking for tips on how to make your personal brand stand out from the crowd in the midst of the overwhelming noise, you may be expecting a new app or marketing strategy to learn and adapt. What if, instead, the answer is something old school? And not just a little old… we’re talking ancient old.
Since the beginning of human history, storytelling has been used to communicate with power and effectiveness far beyond modern-day attempts. You can harness that same strength by using storytelling to build your brand in seven simple ways.
1. Get to Know Yourself
While this may sound like a step you can skip, trust us, it’s not so easy to fully know your own story without doing a little legwork. Set aside some time to write out who you are as an individual, what you do professionally, what you care about personally, and why all of it matters. Be transparent with yourself and take the time to dig deep so you’ll be ready to tell your story with authenticity.
Who Are You Personally?
Communicate who you are clear enough that people can associate your face with your brand name and form a connection. What kind of culture do you come from? What do you value? Where do your passions lie?
Who Are You as a Professional?
What product or service do you provide and what should people know about it? What makes you stand out from your competition? How can you benefit consumers and solve their problems?
Who Matters to You?
Think about the consumer now. Why should they trust you? Do you really care about helping people? Show that your target audience truly matters to you.
Why Does it All Matter?
This one digs a little deeper but people want to know why you do what you do. Do you do it because of a calling you feel committed to? Is this a mission for you? Why are you investing your resources into this matter?
2. Be Authentic and Consistent
When working through these exercises, start figuring out what kind of messaging you want for your brand so you can stay consistent with it. Authenticity is huge to consumers, and your tone and messaging are two major ways that you’ll communicate this to them. Let them know what they can expect from you in terms of language, imagery, and values.
As you work on this aspect of your brand story, keep in mind that people don’t expect, or want, perfection. While it’s tempting to oversell or polish your image and brand, that inclination could actually have adverse effects. Instead, pull the curtain back and show people who you really are. No filters needed.
3. Tell Your Why
After working through the previous steps, you should have a fairly good grasp on your “why,” and now it’s time to start communicating it. Many of today’s greatest marketers will tell you this is one of the most important factors for your business since it’s how consumers make buying decisions. People don’t necessarily buy what you do, they invest their resources into your business because they’ve bought into why you do it.
Tell your “why” stories as often as you can. This may be in the form of your origin story, your turning point, or any story that speaks to the why behind your what.
4. Be Compelling
Now is not the time to be stoic, emotions are what people find compelling so let them flow when it comes to storytelling. You’re wanting to reach the hearts of people and stir their minds so they remember you and believe in you. Spitting out data and science will only get you so far — if you want to build your brand, you’re going to need to put your heart on your sleeve.
Purchases are often made based on emotion, if you’re not showing any on your side, there’s a good chance that your target audience won’t be moved by theirs.
5. Be Interesting and Relevant
If you’re thinking selling a swan story is going to sell your products, you’ll be sorely disappointed. It’s not enough to just be emotional, you also have to tell stories that are relevant to the listener and interesting enough to keep their attention and make them remember you. Do your research and find out what’s compelling to your target audience then craft your stories to hit on those trigger points when it’s natural to do so.
6. Be Simple
A good story isn’t necessarily a long one. In fact, the best ones are often shorter, which is a good thing to keep in mind when crafting your own. Let’s face it, people’s attention spans are getting shorter and shorter these days, so you need to make your point without making it too complex.
Practicing your story repeatedly will help you work past the nerves that often lead to rabbit trails and uncomfortable pauses. Also, this isn’t the time to show off your vocabulary. Skip the industry jargon and long-winded narratives and keep it simple.
7. Be a Problem Solver
One of the most important things that your story needs to accomplish is solving your consumer’s problem. Your audience needs to know that your brand has the ability to both understand and solve their problem or pain. Speak to this fairly early in your story to get their attention so they’re eager to hear how you can help alleviate it or (even better) eliminate it entirely.
Continue Strengthening Your Story
Crafting your brand story isn’t something that you do one time and then you’re done forever. Storytelling takes time to perfect and the stories should evolve as you do. As you begin to tell them, make note of what parts engage people and what words fall flat. By continuing to make adjustments over the years, you’ll wind up with a brand story that’s as powerful and unique as you.
About the Author
Allison Todd is a coach and consultant with over 20 years of experience transforming small and large businesses’ operations and profitability. Whether it’s beginning, launching, or scaling a business, Allison founded her coaching and mentoring business with the hopes of helping clients conquer their fears and build confidence to take their business to the next level.
