When we’re first developing our brand, we tend to focus on the visual aspects first. “Is the color palette just right? Are my pictures perfectly curated? Is this font the perfect fit?”
Maybe we even take it to the next level and focus on the words. We invest in our website copy to ensure that our voice is carried through the pages. We want our words to be catchy or maybe even heartfelt. We try to grab our audience’s attention by speaking directly to their needs and desires.
But what about our own?
Are we taking the time to share with our audience about our own needs and desires? Do they understand why this work is important to us… and ultimately, why THEY are important to us?
Sharing your story is often one of the last things you’ll consider when branding your business. But don’t be fooled, my friend. Your story is one of the most important pieces to this puzzle.
Why Does My Story Matter?
Most of the facets of our brand reflect what our clients want or need. This is key since we’re in business to serve them. However, if we don’t take the time to share about ourselves, it’s easy for our message to get lost in a noisy market.
Your story makes your brand meaningful and memorable.
The more we know about someone, the more connected we feel to them. Your clients are not on the hunt to work with a disconnected business. They’re seeking a collaborative experience from someone they know, like, and trust. Your story is the fastest way to establish this trust before you ever to speak to a potential client.
What Story Should I Be Telling?
If you’re not sure what story you should be sharing, let me fill you in on a little secret: there isn’t one right answer. You have tons of stories that you can be sharing on your website, in your emails, and on your social media platforms. What matters is that your audience is getting a sneak peek behind the scenes at why you do the work you do.
We can get hung up on the belief that a story needs to be dramatic in order to make an impact. That’s not true. You’ve already caught their attention with the incredible work you do and your beautiful brand. Now they need to know why this work is important to you.
A story does NOT need to be a tear-jerker in order to be meaningful.
Your client doesn’t need to know your entire life story, but they DO need to know: (1) why this work matters to you and (2) how they fit into the picture.
We’re more likely to work with people we feel connected to. By including your audience into your brand story, they become a part of your journey more invested in your success. So if you’re not already sharing with your audience why you got started and how your audience fits into the picture, it’s time to start crafting your story today!
Not sure where to begin? Here are five stories that you can start weaving into your website and social media strategy to make a more meaningful brand experience for your clients.
Five Stories You Can Start Telling Today:
- Your Origin Story: Why you got started doing this work
- Your Why: Why this work matters to you
- Your Clients: Why you work with your specific clients
- Client Results: What difference this work makes for your clients
- Your Vision: Your vision for the future – what’s next?
Your story matters. Your audience is waiting for you to include them on your journey. So grab a pen and start crafting these five stories, today!
If you’re itching to impact even more people with your message, it may be time to take your brand to the stage. If you want to add speaking to your business, take this short 10 question quiz to figure out what speaking tier you’re in and what your first steps should be.
This blog post is part seven of the Impactful Brand Series – an eleven-part series to help you build an impactful brand in 2018. If you don’t want to miss out on this series, be sure you are on my email list to be notified each week when a new piece in the series is released.
Next up in the series: How Joining a Mastermind Can Be a Game-Changer for Your Brand (written by a business strategist).
If you’re ready to build an impactful brand in 2018, get in touch with me and let’s make some magic happen!
Jessica Rasdall is a Motivational Speaker, Best-Selling Author, and Public Speaking Strategist. She partners with female business owners to craft stories and presentations that connect with their audience and stand out in a crowded market. Jessica has shared her story of turning her “mess into a message” for nearly twelve years and has been featured on major international media outlets such as ABC’s 20/20, Katie Couric, The Guardian, MTV, Netflix and much more. You can connect with Jessica on Facebook or Instagram.
Ready to Brand with Heart?
Grab my totally free 10 step guide to discovering the HEART of your brand.