How to use a Brand Story in marketing
In the previous post we discussed what a Brand Story is, and how to write one. Now I want to tackle what the heck you actually do with it!
The idea is that the themes identified in your Brand Story become the underlying message you’re going to communicate time and time again throughout your marketing efforts in many different ways.
Here’s what I mean by that.
Taking The Strategy Studio as an example, I know some of my key themes are:
Being the extra resource that small businesses lack by providing helpful information and tips on business strategy and marketing.
Helping small business owners deal with overwhelm through encouragement, motivation and practical advice.
Sharing stories of transformation; how steady action can lead to big changes in business.
Running a small business in the REAL world, and not the ideal world.
My business journey told with honesty and vulnerability.
**HOPEFULLY** if you’ve been following me for a little while now you can identify some of these themes as feeling familiar to you. All of these I’ve drawn from having answered the “brand story” questions I asked you to answer here.
By being clear on what your brand story is and therefore being consistent with the key themes in your messaging, you are going to give people a reason to believe in you and your business, and ultimately need you and your business.
And THAT, my friends, is why having a Brand Story is so important.