Nearly 15 years ago, when I started a company out of my college dorm room at 21 years old (before upgrading to the basement of a townhouse), one of the first things I did was Photoshop our logo onto a stock photo of a big, fancy office building and stick that image on the “About Us” page of the website. The internet, and particularly ecommerce was still new and a bit scary, and most customers sure weren’t interested in handing their personal info over to a website run by some kid out of his apartment.
How things have changed. As the internet and its users (including myself) matured, I came to the realization that truth should be the cornerstone of your content. Customers are smart (not to mention resourceful) enough to sniff out a brand that doesn’t exude genuine authenticity, and relate more to ones that do. Furthermore, especially these days, the story of a lean start-up with humble beginnings run by young entrepreneurs can be on full display like a badge of honor. It was part of the history and identity of my brand. Every startup and small business has a story to tell; something that will connect potential customers to your brand. It helps create a relationship with your brand, expresses your core values, and makes you distinctive and memorable…basically the definition of branding. Or as marketing guru Seth Godin puts it, “Brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Many entrepreneurs are so enthusiastic about their company, or are so close to it that they assume their audience understands it like they do and is just as interested as they are. Focusing on specifications or a “corporate” descriptions of what you do will be lost on most of your audience, not to mention can come off as self-indulgent and flat-out boring. On the other hand, a compelling and inspiring narrative about what you do, why you do it, and how it will make something better will help attract, captivate and motivate people.
What’s Your Story?
How is your product being created? What defines your corporate culture? Why do you do what you do? You’re looking for the things that your organization truly cares about and makes you unique and valuable to the world around you. If you’re having trouble figuring this out, get some insight from your employees and customers. These people interact with your brand; learning what makes your employees value your company and culture and what makes your customers value your products and brand can help you understand how your brand is positioned.
If Your Brand Was a Person, Who Would it Be?
Once you know why you matter and how to describe your value, you can create a persona that exemplifies this. If your business was a human being, who would it be, how would it speak, and what would it care about? Are you quirky? Rugged? Analytical? That clarity leads to a real and relatable persona and humanized brand that helps you build a loyal customer base. This authenticity also helps convey openness, integrity and honesty; attributes that can pay big dividends for your business.
The tone your brand uses should reflect this persona and be consistent across all customer touch points. Some of these touch points include:
- Your website
- All social media channels
- Your blog
- Your newsletter
- All transaction and service related inquiries
So it’s critical that all of your staff, particularly those that touch the customer, understand this persona and can accurately match the tone. If you have a strong company culture that is consistent with your brand, this persona should already resonate with the inherent personalities of your staff.
Take a hard look at your current content. Then think about how you can pull stories out of your organization and weave them into your content in a way that relates to your customer and ultimately builds your brand.
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