21 Nov These Two Steps Will Help You Create a Brand Story That People Love
As a business owner, you love your company. It’s your baby, after all. If you want your company to grow, other people (prospects and client) need to fall in love with it, too. That’s why you need to create a brand story.
When you’re facing a sea of competition or launching a new concept, this can be super hard – but incredibly important.
As a mentor at the Conscious Venture Lab, an accelerator for socially conscious companies, it is my privilege to meet with company founders and provide them with marketing advice. I recently helped one company founder, Jake, create a brand story.
Depending on who you’re trying to reach and connect with, this can be hard. In Jake’s case, he needed to convince investors that his messaging platform for high school sports teams is worth their time and money.
Here’s how I helped Jake.
How to create a brand story that people love
Your company has a “what” – what you do – and a “how” – how you do it. Those are important messages to get across, but the king of marketing messages is your “why”.
Why does your company exist? “Why” asks you to define your purpose or belief as a company. Simon Sinek famously explains “why” in this TEDx video. It’s worth a watch, and not just because he’s super hot.
As he says in the video, “People don’t buy what you do, they buy why you do it.”
That’s powerful. And it’s an important foundation for your company story.
Tie your small “why” to a bigger “why”
Your company’s “why” may actually tie into a bigger “why” that impacts society on a macro level. Let’s use my new friend Jake’s company, mentioned above, as an example.
The first thing I did with Jake is establish the what and how. I wanted to make sure that the messaging platform he developed is different from other platforms already out there (Facebook Groups, Google Groups, WhatsApp, GroupMe, etc.).
Then we moved onto the “why”. That’s when I discovered he had a small “why” and a big “why”.
The small why: Jake was an elite high school athlete, and it was hard for his friends and family – his community – to keep up with his schedule. When was the next game? What was the score of last night’s game? He wanted to solve this problem.
His company’s why is: We believe community support is critical to the success of high school athletes, teams and programs.
If you played high school sports, or have a child who plays, you know how important sponsors, volunteers and fans in the stands are.
When you’re talking to investors – like Jake is – you need a bigger why. And then I realized the long-term benefits of playing organized sports.
Kids learn emotional intelligence, or soft skills, when they participate in a sport. They learn how to lead, listen and communicate – verbally and nonverbally. They develop resilience, impulse control, and the ability to get along with others. The list goes on.
The point is that participating in organized sports sets a child up for success as an adult.
That’s a big why, isn’t it?
By building a story out of these two “whys”, we were able to create a really powerful brand story that will resonate with a large audience.