When you’re a small business, it’s not uncommon to get so wrapped up in the day-to-day logistics of running your business that a lot of things are overlooked. One of the things that can pretty quickly go under-the-radar in a small business is a brand story, but having a narrative to use as part of the marketing of your business is essential.
A brand story can be used in an explainer video, as part of your pitch to potential investors, and of course in all of your marketing to potential customers.
The following are some of the benefits of having a distinctive brand story for your small business.
The Human Connection
In today’s digitally-driven world, forming a human connection is incredibly difficult. Even if you never actually encounter most of your customers face-to-face, a great brand narrative can help you capture that elusive sense of connection.
It can be used as a way to show your customers or potential customers that your business is backed by real people, with real stories to tell and that’s how you got where you are.
People love a good story, and the same extends to business brand narratives.
Avoid Being Too Salesy
Your targeted consumer is undoubtedly incredibly savvy, and also fully aware of when they’re being sold to. Discerning, modern consumers do not want to be sold to above all else, but you have to find creative ways to connect with them and market to them.
Let storytelling be part of that. You’re not asking your audience to do anything except listen to your story, and it’s a lot better than presenting a long laundry list of facts about your business.
When you have a great story to tell it gives you a sense of authenticity that is tough for a lot of businesses to achieve.
It Sets You Apart
In an age when you can go online and find any product or service imaginable, it’s not very likely you’re going to be the first or the only of anything. What you can be, however, is different from your competition.
There are so many things that your competitors can do the same as you, so why not focus on what they can’t replicate?
Your own unique brand story gives you a distinctive voice and an appeal that’s going to allow you to be memorable and different from all the rest.
The concept of distinction through a meaningful brand story works particularly well with Millennials. Millennials have been exposed to every conceivable product and service out there, and they tend to be skeptical, but they like feeling connected to the brands they buy from.
Finally, when you’re a small business, particularly if you’re somewhat new it can be tough to develop a voice and a brand direction. If you first establish a brand story, it becomes much easier to build a strong brand concept around that. Having a brand narrative can give you a direction for everything else you do, from outlining your company values, to how you market and advertise.