01 Mar How to Write a Kick-Ass Brand Story
No matter what your small business does, you have competitors. That’s why a brand story is so important – it can create a connection with a potential client and be the difference between that person calling you – or your number one competitor.
What is a brand story?
It sums up your why – why you created the company, why you do what you do. It is inspiring, straightforward, honest and memorable. It is something people can relate to and connect to.
Here’s what it’s not: boring, long, highly detailed, your resume.
How to write a kick-ass brand story
Answer why first
What you do and how you do it are typically not very interesting. WHY you do it is interesting – even for the most un-sexy jobs out there.
Case in point: one of our clients is an accountant (full disclosure: she’s also my accountant). Boring, right? Yes – but her why is definitely not. Her goal is to help you:
“Live the best life you can with the money you have.”
That’s pretty cool.
Highlight your philosophy
Your philosophy or approach is a big part of your brand story and really helps set you apart. Another one of our clients is a super high-end landscape design company. They are expensive – and they don’t shy away from it.
Instead, they talk about the craftsmanship, attention to detail and time they put into their projects. If it takes longer to complete something properly, they happily stay an extra hour or two.
Talk about your goals – for the company and your clients
As a potential client, I want to hear that your company’s goals are aligned with what matters to me. If I don’t, I’m going to think that I’m just a number, a way to make money and that you don’t entirely care about the outcome.
Make sure you talk to your clients. Demonstrate that you understand their challenges and are passionate about tackling them.
Explain how you built your team
Whether you have a partner or entire team, give us a little peek behind the curtains.
How did you meet your partner? Why did you decide to work together? What skills do your team members bring to the table? What can I expect when I work with them?
This might seem unnecessary, but it humanizes your company. It also helps me, your potential client, get to know you and your team and decide if we are a good fit.
Write like you talk
If you sound nothing like your brand story when you and I meet for the first time, I’ll wonder if you’re hiding something or even know what you’re doing. Not a good first impression.
When you write your story, be you.
Need inspiration? Look at the brands you admire. How does their website copy read? What do you like about it? Does it mirror your tone of voice? Do they use words that click with you?
Great – just don’t plagiarize!