We live in a world where consumers are exposed to hundreds of messages everyday and, as a result, have become extremely selective about what to pay attention to.
Nothing captures the imagination like a well-told story.
In this article, we’re going to share how you can find your voice and tell your story
Finding Your Voice
- Developing a brand manifesto and value statement that articulate what your brand stands for at its core.
- Knowing your target audience inside and out. Figure out how to speak to them in a way that resonates.
- Choosing the right tone for your brand. Test different tones to determine what feels like the best fit for your brand.
- Staying consistent with your brand’s defined personality. Express this consistently through your brand message, marketing and customer experience.
Telling Your Story
Stories create connections. Human beings are hardwired to connect through stories.
When your brand message tells a story, it taps into this innate human desire for narrative and makes an emotional connection with your audience.
Finding Your Narrative
Every great brand has a story to share. To find your narrative, you need to:
- Identify your brand’s origin story, purpose or mission.
Why did your brand come into existence? What drives you to do what you do?
- Highlight your unique selling points and differentiators.
What makes your brand stand out from competitors? What unexpected advantages or benefits do you provide?
- Connect emotionally with your audience.
What are the feelings and aspirations your brand fulfills for customers?
To effectively tell your brand’s unique story, you need to make use of storytelling techniques that engage the audience and make the narrative memorable and meaningful.
Here are some of the most effective techniques:
- Use common storytelling elements like characters, conflict and resolution. Even if metaphorical, these elements help structure an engaging brand narrative.
- Incorporate customer testimonials and success stories. Hearing how your brand has positively impacted real people brings your story to life in a powerful way.
- Leverage visual and multimedia content. Images, videos and infographics can illustrate and reinforce your brand story in a memorable, impactful medium.
Crafting Key Messages
After discovering your brand’s voice and telling its story, the next step is crafting the key messages you’ll communicate across your marketing.
To do that, you need to:
Create value-driven taglines and slogans
Develop great descriptions of your brand
Formulate powerful key messages across your marketing
Putting It Into Practice
Once you’ve crafted the right taglines, descriptions and key messages to align with your brand’s voice and story, incorporate these throughout:
- Your website copy
- Advertising and promotions
- Social media posts
- Packaging and branding materials
- Employee training
Refining and Evolving Your Message
A strong brand message doesn’t just happen – it requires continuous refinement and evolution to stay relevant and resonant.
You must adapt to changes in consumer preferences, market trends, and cultural shifts to maintain their competitive edge.
Telling a compelling story is just one aspect of good marketing.
Before you begin, keep in mind that you’ll eventually want to create website branding, content and other assets like a strong brand strategy to provide a home for your brand’s story, and a place for people to interact with it.