Telling your brand’s story serves as a handy way to clearly deliver your company’s message, add to your credibility, connect prospective customers with your vision, motivate buyers, and build lasting loyalty with an audience. Below are eight ways you can help your customers better identify with the ideas and ideals you represent, and generating lasting enthusiasm and empathy by effectively telling your brand’s story online.

1. Rise above problems and offer meaningful solutions. Consider presenting problem- and solution-based content: whitepapers, post-mortems and case studies such as client testimonials and behind-the-scenes examinations. When paired with video clips, quotes and commentary from actual customers, testimonial videos, and other personal details, the practice helps put a more human face on your organization and build credibility in viewers’ eyes.

2. Take viewers behind the scenes and spotlight key teams or contributors. Consider letting a real-life employee share their story, whether it involves personal insights, humorous anecdotes or an accounting of recent professional exchanges that relate to your company’s mission or core competencies. Doing so helps others realize that your business is made up of unique individuals who share in similar interests, trials and triumphs as they do.

3. Act as an industry insider. Providing employees with a public voice – e.g. by letting them pen industry-related blogs, film Q&A videos with leading experts, or author whitepapers that showcase new developments and insights – help build a compelling content library, and establishes thought leadership. Doing so not only allows you to demonstrate your team’s unique perspective and talents, but also reinforce its position of being on the cutting-edge of your chosen industry.

4. Find unique ways to recount and share your origins. Look for new and novel ways to recount your company’s humble beginnings, and show viewers how it all got started. Recounting your organization’s salad days and revealing some of the personal and professional struggles you’ve encountered helps viewers better empathize with you and boosts likeability.

5. Explore interactive solutions. Providing interactive options – e.g. apps, video games, customizable visuals or videos, surveys, quizzes, or user-generated content programs – boosts audience engagement, enhances learning and retention, provides unique context, and helps customers better understand what your business is about.

6. Don’t just focus on the past – discuss where you’re looking to go. Share your vision with customers about where you want to go and what’s next on your business agenda. Soliciting their input and feedback reinforces the point that you’re listening to customers and value their opinion.

7. Salute your community, and your heroes. Take some time to highlight key community members and fans that have supported you along your journey, and discuss the organizations and leaders who’ve influenced the way you operate.

8. Speak about topics close to your heart. Touch upon something that drives or inspires you and use it to explain your brand’s positioning. By speaking passionately about values and causes that are important to you and your organization, you may not only gain some new admirers, but also inspire others to take action and support cause they believe in as well.

Scott Steinberg, a top-ranked international event speaker on the lecture circuit, is a bestselling expert on leadership and innovation and the head of strategic consultancy TechSavvy Global. His website is www.AKeynoteSpeaker.com.

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