Writing the story of your business in a way that engages and inspires your target audience is a powerful way to connect with their emotions and stand out from your competitors. It humanizes your business and strengthens your relationship with your existing clients.
Your story needs to be relatable, emotionally powerful and authentic. Writing your brand story is not about creating a fanciful tale that you think people are going to love. Rather, it is about telling the truth about who you are, what you do and why you love doing what you do.
Here are five key questions that will help you capture the essence of your brand and tell your story in an engaging way:
What problem do you solve?
This is where you need to hook people by letting them know how you can help them achieve their goals or solve their problems. Identify the specific problem that you solve in a way that lets your audience understand your knowledge and expertise, and what you can do them. They should be able to read your story and understand exactly how you can help them.
Why did you start this business?
What motivated you to start your business? This has nothing to do with your financial motivations, but the need you were trying to meet by setting up the business. Were you trying to solve a problem that you couldn’t find a solution to? A lot of businesses get started in that way. Show some real passion for your industry and why you enjoy helping your clients and enjoy doing what you do
What details of your background are relevant to your business?
Provide specific details about your history that are directly relevant to your business. This is about your journey to creating this business. Talk about the things that qualify you to do your business. What is it about you that makes you the answer to the problems, challenges and frustrations of your target audience?
Talk about your professional and educational background. Include everything you’ve done, whether it’s life experiences or work experiences and qualifications and package everything into a powerful summary that your target audience can relate to.
Don’t bring up anything you may have done that is not relevant to who you are or what your business is about today. Let the reader know why they should be working with you and specifically, why you are the answer to their problems and challenges and goals.
How do you improve the life of your customers?
This is where you want to let your prospects understand the value of partnering with your brand. What impact have you made on the lives of people you’ve helped? Share customer testimonials and case studies that are relatable and effectively demonstrate your knowledge and expertise.
What are your core values?
Core values are the non-negotiable beliefs that your brand stands for. They are what humanize your brand and spark emotional engagement in your audience. According to research by the Harvard Business Review
, 64 percent of consumers cite shared values as the primary reason why they form relationships with brands. This means that most consumers are attracted to businesses that share the same values with them.
In your story, you’ll want to reiterate those brand values that you know your customers care about the most. Those shared values are what ultimately lead to brand loyalty for your business.
If you’re not sure about your core values, look at how your business already operates. What are its strengths? What do your customers come to expect from you already? What types of values were in your mind when you setup your business?
Examples of core values you might have:
- Exceptional customer service
- Commitment to quality
- Honesty and integrity
- Passion for excellence
- Trust and accountability
Your values can also include anything you might feel strongly about, and that drives all of your business decisions.
How long should your story be?
If you’re wondering how long it should be, your brand story doesn’t need to be more than 250 words. You’re not writing an essay. It needs to be a short and powerful emotional story that resonates with your readers: a simple summary of who you are, what you do and why you love to do what you do.
If you’re not very confident in your ability to write an engaging story that connects with the emotions of your target audience, that’s understandable. Telling stories is not necessarily where your talents lie. If that’s the case, consider outsourcing the work to an expert because this is something you’ll want to get right.
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