You might think: writing such a brand story seems like a lot of work for such a short text. I don't put any time and energy into that. I want to ask you to think about that again. Having a brand story is important, because it provides stability and direction. It helps you to communicate consistently with your target group and to charge your brand.
Loose sand
Hopefully you have identified core values for your business. Mine are authentic, fun and trust. Single words can be meaningless. What does trust mean and what does it do for my customer?
But what if I tell you this?
It was the second day of Christmas when I received an email from Tessa. She wondered if I still remembered who she was. Tessa had participated in several writing workshops that I gave and she wrote: “When I write now, I often think back to the writing workshops. When I start thinking a lot about the quality of my writing, I think about how you said that everyone who writes is a writer and then I dare to continue writing better. When I am afraid to share my work with others, I think about the positive experiences I have had in sharing my work during the writing workshops.”
Tessa tells how the writing workshops taught her to trust her writing skills, without the word 'trust' appearing in the text.
By linking stories to these terms, you bring the words to life. And because people have been programmed to listen to stories for centuries, a story in which you explain your core values will stick with your target group better than when you shout out loose slogans.
Give direction
As a one-man business, you may not have anyone to consult with about your communication. But suppose you have a virtual assistant who creates social media posts for you, or a writer who example of whatsapp number in philippines helps you write your texts, or a designer who creates your website and workbooks for you. In that case, it is useful for everyone to be on the same page. For everyone to know what the point on the horizon is and what story is being conveyed. Only then can everyone make creative translations of your main story. And that ensures that everything the customer sees and hears from your company is consistent.
Find out your brand story in 5 steps
To gather the key parts of your brand story, there are five steps you need to take.
1. What is your 'why'?
In order to tell your story, you need to be able to answer the question 'Why do you do what you do?' What is important to you? What makes you unique? What sets you apart from the rest? What do you really stand for? Also name what you are proud of. If you want to know more about the importance of the why, check out this TED talk by marketing guru Simon Sinek about the golden circles .
A good Dutch example is Triodos Bank NV. In the video, Triodos Bank in 1 minute , they connect their 'why' to a rock-solid brand story.