Knowing your purpose is only half the battle. Being able to successfully convey your purpose to your audience is much more difficult. As our world becomes increasingly reliant with digital devices, companies must find ways to differentiate themselves. It is no longer enough to just focus on your best products and services. The competition is fierce and for that reason, you need to connect with your audience on a deeper level if you want long-term success. With nearly 63% of consumers expressing their preference to purchase products and services from companies that stand for a purpose that reflects their values and beliefs, brand storytelling is not just a recommendation but a necessity. With the widespread use of social media across various market segments, consider using this digital platform as a way to tell your brand story.
The initial challenge is usually determining what your brand story is. This is where you need to dig deep and think about your why. Consider your purpose, the reason your brand exists, and why it should matter to your audience. Even if you don’t have a unique or fascinating story to explain how your brand was founded, there is always a way to build an emotional connection with your audience based on your brand values, mission, and vision. A good place to start is by thinking about what you do for your customers. How has your product made a difference in their lives? What emotional experiences have they had with your brand that would make for a memorable story? Furthermore, you can also consider your key staff and the impact their actions may have had on a customer or the company. People are your most important assets. Feature those incredible stories on your social media channels to highlight how your company has made a difference in their lives.
Strive for Loyalty
When using social media to share your brand story, you should always strive for loyalty and not just vanity metrics such as the number of likes or new followers. To build loyalty, you’ll need to “focus on making your brand thoughtful, memorable, and real”. This is where you should challenge yourself to create deep emotional connections with your audience. Share your successes and challenges, be authentic, and most importantly encourage engagement with no strings attached. When consumers start to feel that they’re being used to increase profits for your company you’ll lose their trust. Provide value, be creative, and entertain your customers so they’re naturally more willing to engage and share your content with others. By doing so, you’re more likely to convert potential customers to brand advocates.
Why it matters?
Purpose and impact matter. With endless competition, consumers can usually find an equally good product without much effort. A quick Google search can now be the difference between a purchase at your company or with your competitor. To stand out you need to bring something else to the table. According to Deloitte, “[p]urpose-driven companies witness higher market share gains and grow on average three times faster than their competitors, all the while achieving higher employee and customer satisfaction.” As expertly stated by Simon Sinek, when you start with why you’re more likely to make an impact. It’s more difficult to connect with the “what” when you don’t know the “why”. Continue to refine your brand story and create original content that reflects the purpose of your brand. If your target audience includes individuals who are frequent social media users, this is a great way to capture their attention less formally and let them know just how amazing your company truly is!