Often when I see a commercial from a brand that has been around for decades, their famous slogan or jingle will pop into my head. Ones from earlier years were ingrained in me at a young age, and some are still around. “What can brown do for you?” United Parcel Service’s (UPS) slogan was fitting to tie the company story with its color and service. To this day, every time I see brown or hear the word, I think of the slogan.
Or how about “Maybe she’s born with it. Maybe it’s Maybelline.” Nike’s “Just do it.” Kit Kat’s “Give me a break.” Or “Rice-a-Roni, the San Francisco treat. (ding, ding)”
Have I officially put a song in your head for the rest of the day? Sorry about that. The point is that these slogans and jingles were not just a brand, they told a story about the company in those few words. Their story was brief, but clear, as to who the company was, what they did, and who they did it for.
What about your story?
Bring clarity to your organization with your unique story
When we are in the business, especially if we founded the business, it is often hard to pull ourselves back to see what others see. But to be clear about what we do and for whom, we have to disengage ourselves.
And our story does not have to be limited to our company or nonprofit. As solopreneurs, writers, consultants, we have to be adept at telling our story—our why—to market ourselves effectively.
There are a few things you can do to clarify who you are and what you represent. Here are four of them:
First, do a thorough analysis of your values, overall mission, and your objectives. Review your business plan to see how you outline your operations and vision. It’s important to grasp who you are before you can tell someone else.
Second, understand how you operate your business because that is what people will notice. As consumers, we always remember how we were treated, how our needs were met, and how smoothly a business was run. Your operations—not your mission—is the foundation of your organization.
Third, talk to others—your board, your staff, your volunteers, your customers, your leadership teams—to get their take on the organization. How do they understand it? Are they able to explain it clearly? Here is where you learn your strengths and potential holes you need to fill.
Fourth, answer your who, what, and why. Then tell your story so it reads as a biography. Once you have your story, you can use it in your marketing, onboarding, grant applications, and so on.
Your goal is to have such clarity that anyone within your organization, as well as outside, knows your business and can uniformly tell others. You want to be so clear that your brand rolls off the tongue like a jingle we can’t get out of our heads for years to come.
And just like when people see the golden arches and hear: “I’m lovin’ it” ring in their ears, your slogan, your story, will help your audience be a part of your memorable journey.
Our organization’s story is what connects us to our audience. To begin your unique story, review your values, mission, objectives, and operations. Talk to others to get their viewpoint on your business. Answer your who, what, and why so you can tell your story like a biography. You can use your story in your marketing, onboarding, and grant applications, which will increase your growth. Your goal is to have such clarity in your brand that anyone can explain it.
Need help telling your business or author story? My Storytelling and Branding Training helps you recognize your story and how to effectively use it to build better engagement and increase sales. Find out more here and book a call with me!
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