A great storyteller captivates his audience, weaving words together like a tapestry to create vivid images in the minds of listeners. He knows when to involve other characters or supporting pieces to make history come alive. A great storyteller is believable, somehow, simply because it is likely that he has a great story to tell; it colors every detail and every word he chooses to build the interest of the listener.
When it comes to your story, how great is it? If you’re riding in an elevator and only have four stories to explain what you do, can you do it? If you are in a business meeting, is your “story” is delivered in the same way as in the elevator? If you are a presenter at a conference how his story is shared in a quick introduction or program?
If it’s your business you’re talking about, then you’re the storyteller and your brand of the story. What impression do you give to your captive audience? Are you weaving that colorful square or just reciting the same old line?
According to Scott Bedbury, former director of marketing for Nike and Starbucks, “a brand is a metaphorical story that … connects with something very deep: a fundamental human appreciation of mythology … Companies that manifest this sensibility … invoke something very powerful. “
That “something is emotion. Whether a sense of security and trust or excitement of unknown possibilities, big brands have the ability to reach the hearts of customers. Companies can offer superior products and services or prices super competitive, but the most loyal of customers will embrace the brand story, especially if they feel they can be a part of the story.
So how do you know if your story is resonating with customers to establish a connection with your brand and who you are as a company is? What steps can you take to improve your brand and message of your business to differentiate itself from the competition? Here are some ideas to get started:
– KISS: Keep it simple, stupid! There is an attractive natural to become super creative with the development of a brand identity and a message, but if the message is not direct, it will fall short: your customers simply do not “understand” and can not find an emotional connection. Think about your choice of words, tone and style. Keep it simple and straightforward. Do not let your customers guessing what your brand is. Make crystal clear vision.
– Develop a positioning statement: What does it mean? What are your core values? Why should a customer choose you instead of a VAR competition? Think about your value proposition and then work through the story of how it actually evolved into your business. Chances are you have some good nuggets and an “aha” moment that will allow you to delve into the core of what your business is and what it represents.
– Once you tell your story, make sure you live and breathe: OK, so it sounds pretty simple right? But if you tell your current and potential customers how it differs from others, you’d better be prepared to prove it again and again. Because your story must be strong and infallible. And everyone who works for you must also believe in history. You must be rooted in all employees to tell exactly the same story. Be consistent in your message, not only on an ad or email, but the way of thinking and doing things every day.
– Spread the good word: constantly use his story and his message in all that is created. The incessant repetition (and the fulfillment of the promises of the message) will strengthen its brand positioning as a leader and a resource.
It’s fun to tell stories and even better listen. best-selling authors or musicians are randomly awarded not only sit down and scribble a novel full length or lyrics. measures taken to develop and tell a particular story, usually one that is very close to the calculated heart. Your story should be no different. Your brand depends on it.