Three questions to build your brand story

A great brand story sits at the intersection of who you are and what your audience craves. 

We all have a story to tell. And everyone's story is different.

One of my favorite quotes is from the book Start With Why by Simon Sinek. "People don't buy what you do; they buy why you do it. And what you do simply proves what you believe." 

This is gold. People buy from businesses they relate to, trust and like. 

It's human nature to want to connect. And that's how businesses can use their stories to build that connection. 

It makes them feel comfortable, helps them understand how things work or why things happen, and allows them to make decisions that feel right. 

How do you use stories in your business? 

Use it anywhere you promote your business. Use it in your elevator pitch. Use it in the About Me section of your website. When sharing testimonials, bring it back to your "Why." Take time to share your mission and why you do what you do. Give behind the scenes into your life and your staff's experience.

This creates a more personal connection with your customers. It can help convert someone into a customer by feeling more comfortable with you. Ultimately, your product or service is what is going to be your money maker. But your story will help drive those sales by creating a likable, approachable brand and bringing energy to a message that causes people to take action.

I like to break down the Brand Story into 3 parts. The Why, The What, and The How. 

Answer the following questions to build your Brand Story.

1. The Why…

• Why did you start your business?
• Was it for your family?
• Was it your passion that you always knew you had to do?
  Was it a family business?

If you're having a hard time answering this question, try to recall the passion for getting into your industry or the road you traveled to get where you are today.

2. The What...

• What motivates you in your business?
• What gets you out of bed in the morning?
• What are the biggest wins in your business?
  What gives you the biggest smile?

3. The How...

• How do you want your business to impact your customer?
• How do you want to change their lives?
• How do you want to portray your story? Do you want it to be upbeat? Funny? Educational? Inspiring? Do you want to instill fear?

Think about what emotion you want to instill in your audience to move them to act.

After you have answered the questions above, combine the answers into a brief paragraph or two that you can use as a tool when writing about your brand.

Want to see it in action? Here's a clip from Pondering Mind Creative's Brand Story.

Pondering Mind Creative was born from the passion within Jessica O'Rear to help businesses become the rockstars they are meant to be with the use of marketing and process improvement.

Taking a "big picture" approach to each project helps deliver a final product that meets the needs of businesses today and as they grow. And promoting the value in the people behind the brands creates an individualized approach that each business needs.

With a positive, fun, and creative space, Pondering Mind Creative delivers marketing strategy and process improvement services that leave clients confident and prepared to grow their business and bottom line.