by Dr. R. Kay Green | Featured Contributor
Take a moment to consider how your brand got where it is today.
Have you known what you wanted to be since you were a child, and did you make a business to do it? Did you fall into your current line of work by accident? Or did something significant happen in your life that encouraged you to pursue the line of work that you are in now?
Every brand, whether personal or for a business, has its own story. And sharing it can be a great way to strengthen bonds with your audience and build empathy for your business. As your story is unique to you, it is more memorable, which can greatly improve your bottom line.
However, a brand’s story should do more than just convey information. It should be a piece of cornerstone content, one that reflects everything that the brand has already done, and everything that it will continue to do. Anyone reading a brand’s story should understand why it led to them being the business they are.
Furthermore, a brand’s story should resonate with the audience. It should make them feel attached to the brand. In the case of a personal brand, it should make the person appear more human and approachable, and in the case of a business’s brand, it should make it appear more approachable, like a community.
How can a brand achieve this? Sharing a brand’s story is like any other piece of content marketing — you need to take into account a solid strategy, with your audience and final goal in mind.
These are the main questions that should guide you when you are considering how to best frame your brand’s story.
- What are your brand’s values? How did your history shape them?
- What are your brand’s goals? How did you develop the business to meet that goal?
- What does your target audience value? How does your history reflect that?
- What needs does your product or service meet? When did you first become aware of these needs, and why did you decide to fulfill them?
Focusing on these questions will give you a more cohesive, effective story that will truly speak to your audience. This will make it a far more effective piece of marketing.
Once you have your story framed, the next step is to take into account how you plan to distribute it. Are you going to add a separate page on your website? Do a blog or a serious of blog posts? A vlog? An infographic?
Consider the wants and needs of your audience. How can you tell them your brand’s story in a way that they will actually want to listen to? This should, ultimately, be your goal.
Draft your story based on the framework you laid out, making sure that it fits the format you decided on. Blog posts should not be too long, for example, and videos should take into account both audio and visual elements that you might want to incorporate.
While you can put out your company’s story at any time, the sooner you have an idea of what it is, the better. Once you have a solid idea of what your brand’s story is, it will go on to influence every piece of content you create.
Dr. R. Kay Green – Marketing Expert from RKG Marketing Solutions Inc. from Atlanta, GA.
Dr. R. Kay Green is the CEO/President of RKG Marketing Solutions Inc. With over 190,000+ Twitter followers, 35,000+ Facebook Likes, and the Top 1% LinkedIn profile designation, Dr. Kay, a self-motivated trailblazer, is the Quintessential “New-Age” Professional Woman, and PhD Marketing Pro. She earned a Doctorate of Business Administration in Marketing, and has completed PhD coursework in Leadership and Organization Change. She also holds a Master of Business Administration in Marketing and Management, a Bachelor of Business Administration in Marketing, and an Associate of Arts in Marketing Management.
She is affiliated with several prestigious universities and has instructed over 350 courses online. A popular speaker on Marketing and Business topics, Dr. Green is currently featured on Huffington Post, Black Enterprise, Black News, The Network Journal, Business Review USA, Digital Journal, College View, Business New Hampshire Magazine, Bay State Banner, Reader’s Circle, North Dallas Gazette, Harlem News, Top News Today, One News Page, NE Informer, Women in Business PR News, Consumer News Today, Women PR News, San Francisco Chronicle, Houston Chronicle, Chicago Daily Herald, The Miami Herald, and Book News Articles.