Kelly Lucente

What’s Your Brand’s Story?

If you know, do tell! If you aren’t sure how to answer that, you should.

I’m not talking the Once Upon a Time…kind of story, no fairy tales here. Just honest to goodness, no holds barred, just how it all came to be. Whatever that may be for you and your brand.

Sharing your brand’s story is a powerful way to create both an identity and a presence. It provides the framework for why your business exists. Allowing your customers “behind the curtain” helps demonstrate your willingness to be vulnerable and yet confident which makes your brand feel authentic.

In turn, audiences will be attracted to you and be eager to trust you and your brand’s expertise (or ability to solve their problem or enhance their life in some way). Brand building goes way beyond price tags and functionality and speaks often to an individual’s desire to connect with a value system or ethos that appeals to their own sense of self.

Crafting a brand story that speaks for why your business came to be supplies a one-of-a-kind voice to your venture. This is why with EVERY ONE of my clients I emphasize the importance of digging deep and unearthing your brand’s “why” or “only-ness”. Read more about that here:

A compelling brand story gives your audience a way to connect with you and to view your business as what it is: a living, breathing entity run by real people offering real value and solutions.

So as you go about creating (or revitalizing) your brand story ask yourself these questions:

  • What is unique about your business that can’t be found ANYWHERE else?
  • What is interesting about how your business came to be?
  • What “a-ha” moments have you had as you launched or evolved your business?
  • How do or would others describe your business? Have you ever asked anyone?

In essence, coming up with your brand’s story shouldn’t be about making something up but simply telling what is true (and then telling it well).   Share your strengths, your weaknesses and how your brand was born (including the highlights, hiccups or nosedives you experienced along the way).

You can have the most beautiful packaging and/or logo or have an absolutely brilliant product or service but those will only get you so far. Having a real and consistent narrative will sustain your brand’s life. If your brand’s story is infused into every piece of copy, content and messaging, people are just going to be more apt to take a chance with you.

The End.

612-584-0091       Minneapolis, MN       Re-Tool Marketing


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