Have you been struggling keeping customers or donors on your site until they contact you or make a donation? The key of turning your leads into customers is to tell a powerful brand story to grab and hold their attention.
Here are 8 techniques that will help you build a powerful brand story:
Ask yourself what is different and unique about your brand and how you can build your brand story differently. It is highly related to your brand voice and tone, you have to figure out what you want to say and how you want to say it. A brand story is to be used in every aspect of your business in social media, pitches and all marketing efforts so plan it carefully. Gather every information about your brand such as reasons from founders for starting the organization and be specific when it comes to quoting and testimonies.
2- Engage Your Audience
Remember drama and conflict are at the core of any great stories. So think as a novelist and develop your characters in your brand story. Drama, drama, drama always! It engages the audience and keeps the story going. Your audience will only remember the parts of opposition, so build your story around them!
You have to adapt your story to the context and goal; for instance, if you are writing a pitch you would not write it as you write a blog post so think of your storytelling the same way. Fit it to the format and to your audience. Do not try to write a brand story for all situations but instead mix it up. No body wants to read the same story twice or hear the same conversions, so keep it creative.
4- Be Personal
As always a good pitch or a good sales pitch is the one your customer or donor can relate to and be involved in. Make your brand story as personal as you can and include your struggle or self-depreciation. Try to be as human as you can with your audience, so they can identify with you and want to be apart of your brand. You want your audience to trust you and bond with you so you can then build brand loyalty and authority.
5- The Human Element
Use emotion to connect and persuade your audience. Make it memorable! A story that will stick with your audience and that they can never be forgotten. For this matter, you should have a very good understanding of your target audience. Analyze your audience and know all about them, which can easily be done by building brand personas you can refer to at any time. Personas are particularly helpful in brand story, base yourself on them and create emotional moments to help your prospects connect with the product or service you are selling them.
6- Michael Hauge Story Structure
Michael Hauge developed 5 key turning points that have been used in every film and novel and that you should employ in storytelling as well. The key points will help you structure your story, give it a purpose and make it engaging. Please refer to Michael Hauge story structure.
Here are the key points to base your brand story on:
- The setup
- The new situation
- Complications and higher stakes
- The Final push
7- The Language
Keep in mind to always speak naturally, so your audience does not perceive you as fake or as a sales person. Once you have followed the step above and think you are reading to tell your story keep repeating it out loud over and over again. Then you will find that your language may seem too strict or not personal enough. If you are having issues with the language tell the story to a friend and ask for his/her opinion! Sounding natural always means not trying to polish the story, so stick to short sentences and informal language. Simply, tell what is true about your brand and missions. Also, use your knowledge of your audience to find a language they will identify with.
Writing a terrific brand story is not an easy task but it has the power to drastically boost your brand or build your brand identity. Always pay strong attention to your brand guidelines and make it a memorable story one your audience will remember. Follow the points above and you will be well on your way.