We are all familiar with storytelling as a marketing tool. Looking back over the last century, we have all heard how Walt Disney created the Disney brand, how Steve Jobs shaped Apple and how Mark Zuckerberg came up with the idea of Facebook. But how can you use your brand story in your blogging?
Let’s start with the basics.
What is your brand story?
There are many elements that make up your brand story. It starts with who you are and how your company came to be. So, there’s a bit of history involved. But it goes further than that. What is your company’s mission? What are your values?
The products and services you provide are another important part. What makes them special?
Then comes the crucial element of your customers or clients. Who is your ideal client? Why do you want to serve these particular people or companies? What’s the story behind that? And how do your products or services benefit these individuals?
Why do you do what you do? Yes, you will probably want to make money in the process, but why did you pick that particular field? Why is it your passion?
How important is the “how” to you? Do your ingredients have to be organically sourced? Are you only using Fair-Trade items? Do you insist that everything you do benefits the local community in some way? How do you source your employees?
And finally, what’s in your future? What are your plans, how do you want to grow the company? What difference do you want to make in the world? Do you want to use some of your income to do good in the world?
How to incorporate your story into your blogging
You could have a very comprehensive About Us page, however if your brand story is very involved that could become a very long page indeed. The problem with overly long pages is, as you can imagine, that people will not read all the way to the end. Unless you are an amazing storyteller, people will switch off after a while or they will run out of time and possibly forget to come back and read the rest of the story.
Through blogging, you divide your story into manageable chunks. It gives you a platform to talk about each and every chapter of your story separately. If you have lots to say about your brand story, create a separate category, so those who are interested can then read them one after the other.
Make sure you use imagery and colours that match your brand. This will help to keep your blog in line with the rest of your branding. It will also help you to stand out when you share your posts on social media.
People like to buy from people. This includes people who work for companies. If your clients are other companies, there are still people making the buying decisions. If you can get your story across well, you will increase your exposure to them. You will achieve more success if you come across as more human, than by trying to create an image of an impenetrable large company. Let people in, be vulnerable at times. It makes business sense.
Over to you
What’s your story? Do people know about it? If not, start writing about it in your next blog post. If nothing else, it gives you another topic to talk about, that you might not have thought about before.
This is one of many techniques I teach to business owners to help improve their business blogging skills and to help them make use of this powerful marketing tool. If you’d like to find out more, drop me an email at firstname.lastname@example.org and we’ll arrange an informal chat about how effectively blogging about your brand story will help you achieve your business goals.
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