When you think about brand storytelling, do you find yourself … stumped?? If so, it’s because you’re making your brand story unnecessarily a difficult read. Having a crystal clear brand identity is essential for creating a brand, and having a signature brand story is what will keep you memorable.
A huge part of brand storytelling is showing your ideal clients that you have a relatable story. In opening up that book and showcasing your story, you are creating a connection with your ideal audience—the ones who will “get it.”
Annnd you need this!!
If you want clients who will become raving fans, you need to get to the core message that you are sending, using your brand story. It’s about going beyond surface-level marketing initiatives and diving deep into your clients’ needs and how they relate with YOU.
I’ve got good and bad news! The good news: Branding is not just about throwing up a website and creating a pretty logo. Bad news (which is actually, still good news): Branding is more than just websites and logos. It’s more about what comes to mind when you think of a brand … Hold that thought!
When you think about Oprah, what comes to mind? I want you to fill in the blanks and jot that down.
You see. What comes up—for good or bad—defines your brand.
Now imagine you took control of the wheel and started to paint the picture for what it’s like to hire or purchase from you? This is what strategic branding is all about, which is particularly essential for solopreneurs, since owners are the end-and-be-all of the business relationship. This makes it mission critical for owners to take control of their image. As I always say, “If you’re not branding yourself, others will brand you for you.”
Gary Vaynerchuk, Marie Forleo, and Amy Porterfield all have something in common … Figured it out?? I’ll tell you. They each have a unique voice! The wonderful thing about building a brand is that you can become easily recognizable in so many different ways. One of those ways is by having a unique tone of voice.
When you utilize your real voice in your branding, you’re showing the world that you are not a robot! You are not a marketing ploy! In fact, you’re a real person with your own unique style and approach to doing business. This is what allows you to be deeply heard by your ideal audience. Oh, by the way, I am flagging your ideal audience because not everything is for everybody.
Case In Point
A friend and I were chit chatting about Gary Vee. I mentioned how I binge watched his YouTube videos for inspiration. My friend completely balked at the thought, mentioning how he felt that Gary rubbed him the wrong way. He didn’t like his direct tone and f-bombing. Funny, I didn’t view Gary in the same way. Yeeeeett, we’re both die-hard lovers of brand building.
Need another example?
Ever jumped into Facebook groups and noticed how each person’s post sets a different tone—either memorable or forgettable. The posts that garner lengthy responses and cheers of, “Oh yeah!,” “Love this!,” and “That’s me!,” are the ones by people who have figured it out. They have skillfully crafted their messages to fit who they are as a brand.
You see. Once again, not everyone is for everybody. The trick is to figure out your own signature voice.
Just Note
When you are bringing your voice fully frontal into your branding, you are making the decision to connect with your audience—authentically. This means that the vibe that you’re bringing should really be true to YOU.
Remember, you are creating a brand, so you can stand out among the sea of everybody else and attract your ideal clients and customers. That means, you’re setting real expectations for a business relationship with YOU.
Tune into the video above and book a call with me, so you can stand out in your industry and start getting your ideal clients.
I was powering through my to-do list two days ago and was about to happily check off an item in Asana, when it happened …
All of a sudden, Asana, my go-to project management tool (love seeing that unicorn soar), transformed into something completely unfamiliar.
My scheduled to-dos suddenly required extra scrolling, and the overall calendar transformed into a kaleidoscope of colors …
Refreshing my browser not only brought up the same, newer iteration, but it also brought up a notification — a new calendar style had been introduced by Asana.
Pulling A Fast One
According to the company, the switch to the new calendar would bring about a faster loading time, and a calendar that’s easier to navigate …
But the public clearly thought differently.
The Asana blog was overflooded by a sea of unhappy users, who believed that the new calendar had slowed their productivity and shattered their world … in more or less terms, as indicated by very passionate users’ blog comments.
What did Asana do to cause the uproar?
In the words of one commenter, “August 28th was the day that ‘New Asana’ became ‘New Coke.’”
The calendar was an unfortunate misstep for the brand.
Brand Story Benefits
This is where your brand story becomes the foundation for all that you do. It sets the expectations before, during, and after customers and clients work with you.
Asana’s brand story apparently consists of being trustworthy and efficient in facilitating users’ project management.
If this is indeed the Asana brand story, its team didn’t appear to reference it. If so, the following could have been performed:
💥Messages could have been sent to Asana users prior to the new iteration. The messaging would have been in line with Asana’s brand personality and tone. It would also showcase the company’s ability to always think through its customers’ project management needs … planning ahead.
💥Market research would have been conducted to inform not only the brand story, but also the plans to create and execute the new calendar. A heads up notification on the redesign would have been provided.
💥A beta test would have been conducted, keeping once again in line with the company’s brand story of being a trustworthy and efficient project management tool (provided that this is its brand story). This is similar to the steps you would take when redesigning a website.
As of today, the Asana team has been on top of responding to the more than 150 blog comments it has received, the majority of which have been negative. It also made the right move in immediately rolling back its design.
Lessons For Entrepreneurs
It’s always unpredictable how customers and clients will respond to the new things that you do.
However, there is one thing you can do to ensure that you’re not completely off the mark — have a solid brand story.
In speaking with my fellow entrepreneurs, I’m noticing a trend … Regardless of the industries in which each person is working in and how long they’ve been in business, there is this question about branding: Should your brand look like you?
I have strong feelings about the answer to this question, stemming from my deep belief in the “power of you.” You may or may not already know this, but YOU are an important ingredient in making your brand stand out. Since there is only one you on this planet (that we know of), being yourself will immediately make you unique.
However, showing up is not enough! There are ways in which you can highlight your attractive personality through strategic branding. 💥
Now when it comes to your business and your signature story—your brand story—it should also be magnetic to your audience. Your brand story will mirror the journey in which your clients are on. Your experience of overcoming similar challenges that your potential clients face will allow your audience to deeply connect with you.
Your actual brand story takes you away from being in the “same ol’, same ol'” category. 😕 Instead, you’ll be able to shine a light on the experience that only you can bring to your ideal clients/customers.
For your customers and clients, buying into a brand is sooo much more than a simple transaction. People buy into and remain loyal to brands that evoke an emotional reaction. 💫 They connect with brands that they like, know, and trust. The only way that you can establish this is through branding.
Think of the classic examples of Apple and Starbucks. Chances are you have either witnessed or been on one of the coffee house’s infamous long lines, waiting to purchase a brand new Apple product. At some point or another, you’ve seen how other people react once they’re sporting that the latest and greatest in tech. They walk around feeling as if they are a part of something special. Annnd they are! They have a deep connection with the Apple brand.
Need another example?
At some point or another you may have witnessed all that goes down in the tribe called Starbucks. You, or someone you know, has made that much-needed trip to Starbucks a part of their daily schedule. You, or that person you know, has proudly displayed a skillful knowledge of how to order a Venti Mocha Chai Whatnot, while casting judgy looks at those who are unfamiliar with how to special order a cup of joe.
In both cases, it comes down to crafty branding. Branding is the foundation of your business, and it creates a relationship with you and your services/products. With a brand, you’re able to create a community of raving fans who are deeply supportive of your unique experience—a brand that’s a true reflection of you. So, yes, Virginia, your brand story should “look like you.”💥
In the video above, I break this down further. If you’re ready to build a solid brand that’s a true reflection of you, then book a call with me to discuss this further.
So, you think you’re boring?? You’re wroooong! What’s missing is your signature story—your brand story. Your brand story captures the unique experience that you bring to your customers and clients. It also highlights all the amaaaazzzing value that people will get from you!
Been There, Done That
As an example, I explain in this video how my own brand story of losing and finding my voice makes me sooo passionate about playing big and making a bigger impact on the world. My signature story—my actual lived experience—is used to connect with others who can relate and are tired of playing small. This is what YOU want!
Why You Need It NOW!
Your brand story does what stories have historically been used for = to create meaningful connections with your ideal audience. This, my friend, is how you will stand out!
Like that good book that you just can’t put down, your messages, values, and all that makes you special will be truly heard when you strategically craft your brand story.
It not only sets the expectations for what it’s like to hire you, but it is also key to brand building—The only thing that will make you stand out in your industry, attract clients who keep coming back to you, and create the foundation for your business.
Ready to become the author of your attention-grabbing brand story?
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