Why is crafting your brand story for your business so darn important? For one: Your clients, and your future clients, are inundated with marketing messages and a compelling brand story is a way of cutting through the noise and connecting with them.
Another reason to nail your brand story (and this is especially true for the weddings and events industry)? When you have a strong sense of your brand story, it becomes insurmountably easier to figure out what to post on social media and it makes digital marketing decisions (like which website template to use, whether to blog, and which search terms to go after when it comes to SEO) so much easier!
But here’s the thing: Not every brand story is equally as compelling as the next. In fact, I would argue most small business owners in the weddings and travel industry have started to look and sound a lot alike and that what they are missing is an authentic story.
Okay, so how do you write a brand story for your business that cuts through the competition, stands out from the rest, and is totally unique and authentic to you?
I’d suggest starting with these 7 steps. And fair warning: this is not a passive article. If you really want an authentic brand story for your business, you’ll have to actively participate! So get that pen and pad of paper out or fire up another window on your laptop and let’s get to work….
1. Define who you are (what drives you) and what you want for your brand and business.
Try this writing exercise: Sit down and ask yourself the following questions. Then write out your answers to each. Take your time with it. As you write out your answers, see if you can pinpoint recurring themes, values or a stand-out moment. I highly suggest writing several drafts until you’ve really honed in on what drives you.
- Why did you start your business in the first place? What drove you to do it?
- When you think about the work you do, what is it specifically that brings you the most joy?
- What part or piece of the work is the most fulfilling?
- Is there something your clients or your team says to you about your work that inspires you?
2. Get laser-focused on your audience.
Now that you’ve thought through your values and story, do the same for your clients and audience. Ask yourself these questions to get started:
- What are my ideal clients’ top 3-5 deepest desires?
- What are their top 3-5 biggest fears?
- Who do they trust the most when it comes to decision making?
- Just for a moment, think about your least favorite clients… what is it that they want and fear and how is that different from your ideal clients?
Crafting a compelling brand story for your business requires critical thinking, that you be honest with yourself. The benefits are that you’ll not only have a much clearer idea as to what you’re offering and how to say it, but you’ll feel more grounded in your business. I hope this was helpful! If you’re looking for someone to work with you on your brand story, reach out!
3. Consider your values.
So you have your story and your clients’ needs. Now step back and think about the values that you hold most dear. What are the top 3 values that you hold most dear in your business? (eg, are you extra transparent, is everything hand-made, is it all about the customer experience, is it all about relationships).
For each of those values, write out and illustrate how you emphasize that value in your business and with your clients. Be specific. (eg, if it’s transparency, talk about how you are transparent on your website and with your clients)
4. Outline your approach and how that uniquely addresses your clients’ wants and fears.
Okay, so you have all about you, all about your clients, and now it’s time to think about the ways in which the way you do what you do directly addresses their wants and fears. So now, think about all of the interactions you have with your clients along the way. Think about your approach, your process, your services and every touch point along the way. Write out:
- The way in which you interact with them when they first reach out and how that ties back to one of their biggest fears or desires. Maybe you’re super quick to respond to their initial inquiry because you know they want to feel taken care of.
- The consultation and booking process. Maybe you have automated every step because you know that they want the planning process to feel seamless and simple.
- The extras that you provide to them. Maybe you know that they are very interested in protecting their investment and so you ensure that they receive everything they need and then some.
5. Consider the competitive landscape.
When crafting a brand story for your business, you want to mostly think about your own offerings and your unique audience. That said, nothing happens in a bubble. So think about the world around you. Think about the people within your orbit that your clients may also interact with and consider. Make a list of your top 3-5 competitors, then ask yourself:
- Why, specifically, do you think they choose you in the end over those competitors?
- What is it that you do better than anyone else on that list? (Don’t be shy!)
Now… Look at that competitive list and ask yourself:
- What do we all (or mostly) have in common?
- What is different about your approach/services/personality/style?
6. Get clear on your tone and voice.
In order to develop a tone and brand personality that is authentic, we first need to understand the types of phrases, words and the attitude you take with your clients.
- List the words and the tone you take with your clients when they first reach out to you. (Feel free to copy and paste the reply email you send to inquiries or just list out the words and phrases you would use with a client initially.)
- As you get to know your clients and work with them, does your tone change? If so, how? Feel free again, to list out the words or phrases you find yourself using with them all the time.
- What else? Are there any other words or phrases you find yourself using on social media or in emails? List them out here.
- Give me examples of words, phrases that you would NEVER use. Explain to me why that tone is off-brand for you.
7. Write down your brand and business goals.
Almost there! Before you begin drafting and crafting your brand story for your business, get clear on where you want to go with your brand and business and what needs to get done in order for you to achieve your goals.
- What do you want within the next year for your business? What do you want to be known for? How do you want to look in What are you known for? How do you look different or the same from today?
- How about that same question about but for 2 years, 5 years and 10 years down the line?
- What do you care about more than anything else when it comes to the end service/product that you deliver?
Now, comes the fun part. It’s time to begin drafting a brand story for your business. The formula and way in which you put it all together really depends on what you wrote down up above. But the end result should be the same: a clear, concise brand story that speaks volumes about you and your unique perspective while at the same time, addressing your clients’ deepest desires and fears. Drop your questions below or DM me @editorinchiefmedia. And if you’re ready to work with me 1:1, reach out to schedule a brand story session.
You’ve got this!