Your story. It’s more than an idea about who you are and what you do. It’s how you encapsulate the essence of your brand in the most compelling way possible. Your story includes a plot and a hook and is designed to capture your specific audience by offering a solution as well as an emotional pitch that can be told quickly and concisely. Does this sound like a tall order? That’s because it is!
Most people spend 40 plus hours every week fully submerged in the work at hand. Even though you’re spending all day talking, thinking, breathing your brand it often becomes difficult put into words who you actually are in a way that is easy for the average listener to digest.
Here are a few simple steps that will ensure you’re getting your story right:
- Think about who your main audience is and where you’ll need to meet them both in terms of semantics and interest level. For instance, if you’re a computer software engineer and you want to communicate a new product to other computer software engineers your wording will likely sound different than if you were trying to pitch your product to the general public. It’s important to think about what verbiage is appropriate.
- Conveying what makes you stand out from the rest is crucial. Whether you’re guaranteeing fast service, low price, best quality or the most fun to work with, make sure that this comes through clearly in the voice, tone and content you’re creating. Everyone wins when you’re authentic voice shines through and will help your brand stand out from the crowd.
- Think about what makes you compelling and what other people might find unique or special. Often times it helps to take a step back or even remove yourself if possible and employ a third party to weigh in on what makes your organization unique.
Take the time to nail down your story. The process may feel difficult but we guarantee it’ll be worth the effort.
