Lately as I have presented webinars on brand story, and talked with clients and prospective clients, I have had deep discussions about brand story and its importance in gaining the trust of our audience.
One constant about brand story that I have noticed: there are a lot of misconceptions about what it truly is.
It seems simple. Brand story is a story or narrative that highlights a company’s values and principles, its mission, its value proposition, as well as its personality. And this goes for authors and solopreneurs who seek to build a reputation and their brand to relate to their audience.
But many people often connect it to marketing and social media.
Other brand story webinars I have attended add to the confusion. While the presenter does explain the term, they begin intermingling marketing, logos, and websites with story. That contributes to the overwhelm many feel when faced with the task of writing their brand story. Even I get exhausted when I sit through such webinars.
Why is there so much confusion?
What brand story is
First, let us define brand story. Your brand is who you are. It is shaped by your values, your passions, and your purpose for doing what you do. It is why you write, why you started your business, why you help the people you help.
Your brand story is the message you share with your audience based on your values and principles.
Your story creates an emotional connection with your audience because you share your obstacles and how you overcame them. You show that you base your decisions on your values. Your unique identity you share through your story separates you from your competitors.
What brand story is not
Brand story is not about your books, your products, or your services. Those items should complement and represent your brand, but they are only a part of your story. They do not make up the core of who you are. Your brand story should survive on its own.
Brand story is not marketing. It is not your website, your social media, your TikTok videos, your advertisements, your logo, pretty colors and fonts.
Your brand story is not your bio or résumé. It is not about your awards, training, previous employment and incredible positions with organizations held. While your background elevates your value proposition and your reputation, it is not the heart of who you are and what you represent.
Your brand story is not a list of facts (like a résumé). Instead, it reads like a story with an opening, an overarching theme, a tone, narrative arc, climax, and finale.
Brand story is not a sales pitch. You do not sell yourself, your products, books, or services directly with your story. Your brand story is about building trusting relationships. And, your loyal audience will buy from you. Therefore, your brand story becomes a soft sell.
Why brand story creates confusion
Brand story and storytelling are often used interchangeably. Telling your story is an art that takes action.
Your story — who you are — is the foundation of what catapults the telling of your story.
But here we are getting picky.
Think of storytelling as marketing. When you share your story on your website; when you use images and videos on your social media; when you participate in media interviews, you are telling your brand story.
To know how to tell your story effectively and how you can market and promote yourself and your business, you first need to have your brand story in place.
In review, your brand has to do with your image, whether it is your company or author image and personality.
Brand story is who you are, not what you do. It is the story about how you started, how you built your business on your passion, purpose, and why you do what you do. It is shaped by your values and principles and reflects your identity.
Brand storytelling is the act of telling your brand story, which includes marketing.
Check out my latest video on this subject.
Your brand story is the message you share with your audience based on your values and principles. It is how you emotionally connect with your audience. It is not about your products or services, marketing, a sales pitch, or your biography. Your brand story is about who you are.
Need help telling your business or author story? My brand training helps you live your brand by recognizing your story and learning how to use it effectively to enhance engagement and increase sales. Find out more here and book a call with me!
Recent Comments