Developing a clear and powerful story is one of the most important things you can do to help your customers find you. But crafting your brand’s story can seem intimidating, even for the most talented marketers.
A good story can captivate your audience, evoke empathy and encourage action. It can also cut through the noise and make your message more memorable.
Focus on Your Customer’s Pain Points
One of the key elements to successful storybranding is putting your customer’s pain points at the center of your message. This puts your business in the role of a guide and gives your audience an easy-to-understand story they can relate to.
People don’t buy a product or service just because it’s cheap or has flashy features; they do it because it helps them solve their problems.
Focusing on your customer’s pain points can help you understand what they need and what makes them tick. It also helps you create an authentic story that your customers will remember and feel good about.
Create a Compelling Story
Creating a compelling story is one of the most critical aspects of successful storybranding. It can attract the right people to your website, engage and hold their attention and persuade them that you are the guide they need to reach their goals.
In all stories, there is a conflict that the character has to overcome. And it is in this conflict that the character meets the guide who helps them achieve their success or avoid their failure.
When applied to marketing, this framework focuses your messaging on the customer and shifts your focus from you as the hero to you as the empathetic guide helping them to reach their goals. This is revolutionary and invites a deep connection with your audience. It also eliminates confusion and helps your prospects and customers understand how they benefit from doing business with you.
Use Visuals
Visuals are a great way to tell your brand story. They make your content stand out and can increase engagement.
But, like any marketing tactic, it’s essential to know your limits. Using too many colors, fonts, and effects can be confusing for your audience’s eyes.
If you’re unsure where to start, start with simple, relevant graphics or use stories to tell your brand story. Then, work from there!
Create a Call-to-Action
When it comes to storybranding, one of the most critical parts is creating a call to action. Whether it’s on your website or in your social media posts, you want to create a CTA that will stand out and get attention.
The best way to do that is by using contrasting design elements. This includes button designs, bold fonts, and text within an image.
A good call-to-action will help you connect your content to action and create an easy way for prospects to take the next step. This can be as simple as clicking a button or typing an email address.
Make it Personal
Story branding works best when it connects with your customer in a personal way. This means making them the hero of your story and letting them know you understand their struggles.
This strategy may sound odd, but it can result in amazing brand loyalty and sales for companies that do it right. Donald Miller explains how this customer-centric approach can work for businesses in this episode of IMPACT+. He also shares a few real-world examples of companies that have made their customers the heroes in their stories and how that led to amazing success. Listen in to learn more! You’ll be glad you did. Happy Storybranding! And make sure to check out the next episode! The StoryBrand Framework is a proven marketing strategy that takes the features and benefits approach to a new level.
