How to Get Crystal Clear About Your Brand Story
Imagine a hot summer's day and you've taken your child to the park to play. Along comes a sound you've heard before, the music of an ice cream truck. Little Lori starts begging for an ice cream because, she knows what's coming, too. You want your child to feel the same happy memories that you did as a child. You quickly check your pockets to see if you've got any cash. Yes! You found $20.00. Little Lori and you start walking over to the truck.
Little Lori chooses a scoop of Rocky Road ice cream and a scoop of Bubble Gum ice cream for her rainbow sprinkled cone. You walk Little Lori over to the bench to sit down so she can eat her ice cream without making a mess. But, with the scorching sun Little Lori's ice cream begins to melt. It drips down the sides of her cone, her fingers are starting to get sticky and your not sure if there is more ice cream on her face or on the cone. All hope of a mess-free treat quickly fades away and you can't get home fast enough!
What if the ice cream you bought Little Lori came in a bowl and had a spoon to eat it with?
This is just like what happens to your business if you don't have a brand story!
You have good things, maybe even great things to offer to your customers, but without a crystal clear container to hold your business brand's story, your business can get very messy!
Your business can lose focus and run down pathways you never intended it to go. This is why you need to know you brand story!
Knowing your brand story is like a bowl that contain's your sweet offering for your customer to taste!
15 Ingredients to Your Successful Brand Story
1.) Understand who you are
- Go deep into what makes you tick. What makes you, you?
- What are your character trait's, the good and the bad?
- Define the things that you like, as well as, the things you don't?
- What experiences have shaped you?
- Who has influenced you the most?
- Who do you admire the most and why?
- What have been defining moments in your life.
- What dreams and goals do you have for this month, next year, and 5 years from now.
2.) Why are you in business
- Do you want financial freedom?
- Do you feel called to this?
- Are you passionate about this?
- Do you want more control of your time and how you will spend it?
- Are you an expert in your topic?
- Is it something your interested in?
- You want to quick your 9-5 job?
3.) What specifically do you do
- Are you professionally trained?
- Are you in formal training right now?
- What type of experience do you have?
- Is this something you dream of doing or are you already doing it?
- Is this something you do in your spare time for fun?
- Who tells you your good at this? And, are they a qualified judge? (All mom's excluded)
4.) Where have you been
- What qualifies you for this business?
- What past events have prepared you for this?
- Where do you not want to go?
5.) How can you solve your dream client's problem
- Can you make a product to solve their problem?
- Can you solve it in the way that they are looking for it to be solved?
- Is your solution the easiest and best way to relieve their problem?
6.) How can you add value to your dream client
- What makes you different from your competition?
- Is this better then what they have already seen or tried?
7.) What makes your brand unique
- What angle can you position you brand/products from?
- What kind of twist do you have that is different from you competition?
- What is your unique style that can make you stand out from the crowd?
8.) How are you going to engage and contribute to your dream client
- What kind of content medium are you going to use to deliver your value? Blog, Pod-cast, U-tube?
- Is your delivery of content convenient and desirable for your dream client?
- What social media channels are they most active on?
- Who can you partner with to increase the value to your clients?
9.) What is the goal of your business
- Is it all about the money?
- Are you trying to build authority for that book you want to write?
- Do you want to teach something.
- Do you have a brick and mortar store and your web presence is an extension of it?
10.) Who is your audience
- Go deeper then their age, gender, income, demographic's. These things are of course crucial to knowing your dream client but to truly know your audience you need to know more about them.
- What's their pain point?
- What are their dreams?
- What are their fears?
- What keeps them up at night?
- What are their desires?
- What do they need?
- What makes them happy?
11.) What do you want your audience to feel after viewing your website
12.) What voice are you going to deliver your message with
- This is were really getting into know who you are is going to come into play.
- Are you going to speak with authority
- Are you going deliver your message with like you would to your best friend?
- What ever voice you chose to speak with keep it consistent!
13.) Why should your dream client trust you
- How are you going to prove that you can be trusted?
- How are you going to be consistent with you client?
- What's you blog posts and email schedule going to look like?
- How are you going to tell them what to expecect from your?
14.) What proof do you have that you can solve their problem
- List any social proof!
- What blog's have you written articles for?
- Share what pod-cast you have been interviewed on.
- Display your top listing book from amazon.
- Give your educational credential.
- Give you past work experience.
- Share testimonies from previous clients.
15.) How are you going to price your products or services
- Are you going to sell products for a price people can't say no to?
- Are you going to follow what your niche market's average price is?
- Are you going to be a high roller and charge top dollar for your services and products?
Skip the cone, and go for the bowl, if you want to hit gold!
You brand's storytelling is more than just the words you write and the images you pick for your website. It is the whole delicious experience your create for your customers at every touch points.
The secret to a successful brand story is to keep it all inside the same bowl. You can add extra sprinkles, sauce, and maybe a cherry or two, but don't let it fall outside your bowl. Remember, your bowl is your saving grace!
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