Your brand story should differentiate you from everyone else. Otherwise, you are just one more solution for the same problem that customers can choose from, and usually without a standout differentiation they will base their choice on price. Most of the time, you do not want customers to choose you based on price alone. You want them to choose you because you are you.
Telling your unique story starts with these questions:
When, Why and How Did You Start?
The best way to show authenticity is to be able to tell your audience when, why, and how you started doing what it is that you do. If you can tell your brand story in a way that your audience relates to you, and even roots for your success – even better.
How Do You Want Customers to View You?
As you write your brand story, it is important to convey your values and ideals in a no-nonsense way. While you may be afraid of turning off some people, you really do not need to worry about that. Those people are not your audience. Your audience consists of the people who can relate to your story, share your values, and want to be part of it.
Where Do You See Your Business Down the Line?
This is where you will try to dream big, and let your audience know where you see your business in the future. It also gives you the opportunity to refine consumer expectations toward what you offer rather than what the competition offers.
How you answer these questions is important.
It is important to remember that you are going to have many opportunities to do so in every communication you have with your audience – be it your website, blog, social media posts, or even through the types of products or services you offer.
With the answers to these questions you can start to form your brand story and weave it throughout everything you do.