I believe we all have a story to tell, and our stories are the most powerful marketing tool we have. In this blog post I’ll walk you through how to uncover the key elements of your brand story so you can share your unique voice, values and message with the community who truly needs it.
When someone asks you: who do you work with? Do you say something like…
‘I work with pretty much anyone.’
‘I help small businesses.’
‘My ideal clients are women.’
It’s tempting to keep your target audience broad. Maybe you want to help as many people as possible. Maybe you’re not sure how to narrow down and define your niche. Or maybe you’re scared getting specific will limit your potential sales.
Trying to serve everyone is a mistake.
It waters down your message and means you get lost in the noise online.
Whereas, with a specific target audience you attract the right people, repel the wrong people and become known as an expert in your niche.
A brand without values is like a road trip without Google Maps (sure it’s possible but why risk it?)
Your values provide guidance and direction for your business.
They play a huge part in shaping the culture, purpose and mission behind your business.
Having specific values also helps you establish a strong brand identity. This means you can stand out from other brands and attract people whose values align with yours. Transparent and consistent values are key for building trust with your customers.
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Figuring out your unique selling proposition (USP) will help your business stand out online. For most of us, we aren’t the only business operating in our industry. By knowing our unique qualities, we can leverage them to give our brand a competitive advantage.
People are often drawn to businesses that offer something special or meet their specific needs.
For example, you might not be the only wedding photographer in your area but maybe you are the only one with a natural, unposed style.
Or perhaps you aren’t the only brand designer online, but maybe you’re passionate about working with startups that other designers look over.
When you know what makes your business unique, you can tailor your messaging to highlight the aspects that set you apart.
When it comes to nailing our messaging, where most of us fall short is that we over-complicate what we do.
We’re excited and passionate about our work but we give our ideal clients WAY too much detail.
It’s like they’re asking for the specials and instead we read them the entire menu.
In marketing, confusion is the enemy. If we make our copy too complicated, people will scroll away.
You have to remember we’re humans, not machines. Our brains are wired to conserve energy and prioritise efficiency. If we make people do too much work to understand us, they’ll zone right out.
In the online space where people are overwhelmed with options, harnessing your unique brand story is a powerful strategy for standing out.
Your brand story allows you to build genuine connections with your audience.
It helps you attract the right people, repel the wrong people and become known as an expert in your niche. And it strengthens your message so you don’t get lost in the noise online.
Whether you’re a new business or have been around a while, reminding yourself of these key elements of your brand story is a powerful practice. Good things all round!
Megan has been creating content to grow online communities for over 9 years. After feeling fatigue from the pressure and perfection of traditional marketing, she knew she wanted to do it a different way.
Megan specializes in social media marketing that harnesses your unique brand story & invites clients in. She will help you to design the strategy and content that creates ease, space, and genuine connections in your business.
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