What sets you apart from your competitors? You might immediately think of your unique selling point, or USP. For example, you might have exceptional customer service, or your product might be designed in a particular way to serve your customers’ needs. In reality, your customers are increasingly likely to connect with you on an emotional level due to the human story behind your brand, especially if you tell this story well in your marketing activities. Human beings have shared stories with each other since we first learned to communicate – we expect to be told them and in fact, they are a fundamental way that we make sense of the world we live in.
Brand storytelling is an approach to marketing that makes use of a creative story to allow your customers to connect with your brand. This story, or narrative, is used to bring to life your mission and values, allowing your audience to develop a strong connection and ongoing loyalty to your brand. Whilst economic conditions are tough, this is one of the most important ways you can remain top of mind for your customers. Here are some of the key elements of brand storytelling and areas for you to consider for your own business marketing:
1. Know who are you talking to
You’ve probably heard a marketing person say ‘If you’re talking to everyone, you’re talking to no one.’ If you want to tell a strong story about your brand and connect emotionally with your ideal customers, you need to know who they are and how they think. What do your customers really want? What motivates them? What challenges do they have? If you have gaps in knowledge, do some market research and find out.
2. Understand how best to speak to them
Once you know who will be listening to your story, consider the tone of voice and language that is most appropriate to your brand and your customers. Are you formal or informal? Funny or serious? This will inform your style of photography and brand design, not just your copywriting and content.
3. Identify the problem you solve for them
Communicating this message effectively allows you to tell powerful stories with your brand. After all, your product or service doesn’t just answer an immediate need, in all likelihood it creates some longer-term change for your customers as well. For example, if you create a physical product, don’t forget to show photography of your product or service in use in people’s lives, not just on its own in a studio. Photography is an ideal way to tell the story of how you help your customers in their lives.
4. Share your origin story
As human beings, we love an origin story, so don’t forget to take the opportunity to share yours! Answer questions such as why you started your business, who started it and what motivated you to serve your customers in the way you do. If you had a rough start, tell the story. This is your opportunity to be honest and authentic, to earn your customers’ trust. This will come across in your copy and content, but don’t forget photography can be a powerful way to show behind the scenes of you, your team and how your business operates.
Looking for a brand photographer to help you tell your business story?
Get in touch and let’s talk about telling a powerful story in your brand photography to set you apart from your competitors and connect with your ideal customers.
