The brand stories of some successful companies seem to permeate the air we all breathe. You can’t think of Apple’s story without imagining an intense Steve Jobs in a black turtleneck. If you live in the South, passing a Chick-fil-a conjures up images of the founding family and their hyperfocus on customer service. Tesla? You know who you’re thinking of.
But maybe you’re a smaller company, and you don’t have a Steve Jobs. You don’t have an origin story like Chick-fil-a — Truett Cathy’s tale of chicken sandwiches in the mall. But your company came from somewhere, and there’s something you’re passionate about, and there’s a value that you provide to the right people. You have a brand story, and you’ve probably presented it on your website, at the least.
Your brand story is, of course, more than just the narrative of how you started out. It envelops your beginnings, but it goes on to include who you are now, and who your clients think you are now. It’s the story of the value you provide to your customers – why they should choose you for the job to be done. It’s something you are always developing and improving. Once you have a handle on that story, how do you include it in your blog?
Your blog is your brand’s 24/7 dialogue
Every time you create a new blog post, you’re extending your brand’s story. You’re telling why you are the solution to your client’s need. Not why you feel good about your brand, or why you are objectively the best at what you do. Your prospect needs to hear how and why you are the solution to HIS dilemma.
Draw the client into your story and you will create a sense of teamwork from the start. Tell him why you “feel his pain,” to quote a former president. Then tell him how you can alleviate his pain – and how his life can be easier in cooperation with you.
The how-to of weaving your brand story into your blog
You don’t need a massive marketing department to tell your story. Tell it from your heart, remembering the high value that authenticity plays in today’s world.
- Look at your written brand story – maybe it’s the “who we are” page on your website. Is it centered around solving the customer’s problems, or is it you, talking about you? A brief story about you is good; an epic novel of your struggles and triumphs will probably lose your reader. How can you adapt what you have – or replace it – with what your customer needs to hear to hire you? Can they see themselves as part of your story?
- Whatever the topic of your next post, does it somehow reiterate your value proposition? Even if it’s quite subtle, how does it support your brand story?
- You solve problems for your customers every day. Tell your prospects about it! Even if you have a case studies or success stories page on your website, summarize some of those stories in a conversational way. Engage your readers in each story, then link to the full-blown proof. Your blog post can be the appetizer that makes her hungry for the five-course meal you serve. Be sure that each customer journey story ends with the client as the winner and your brand as the humble yet amazing hero.
- Has one of your employees – or one of your divisions – hit it out of the park with a great achievement on behalf of a customer? Blog about it, telling how they embody the ethos of your company. (“You can experience similar success if you work with us!”)
- How does your brand story relate to current news? Did you send some free product to address a natural disaster? Did you create a new product line in response to a pressing need? As I write this, the projected first pick in the NBA draft suffered a catastrophic shoe failure that led to his injury. What has your company done to ensure that your products are durable and dependable? Be sure to exercise extreme care in connecting to a news event, but it can be a jumping-off point for a good post if executed well, supporting your brand story.
- Give your reader a chance to respond. Maybe you offer a comment feature. Maybe they can send an email to the president or whoever is featured in the post. Your call to action could be a link to the contact page. Let your reader know that he can join in your brand story now!
What do you think? Contact me to let me know!