Titi, tall, slim, light complexioned with the smoothest of skin you’ve ever seen, started her business earlier in the year. January 20th to be precise. And as all other businesses out there, hers was also offering a valuable product at a very affordable price to her target audience.
Her target audience is women who have spent time and money trying to get rid of annoying acne, pimples, dried dirty skin and all sorts of skin infection, without success. The situation with the skin has become so critical that sometimes, they feel helpless; like the skin issue will never go away.
Titi’s product isn’t just another skin care kit. It is way more, as those who have been privileged to know about and try her product, keep pouring in praises as to how effective the product is.
This development makes Titi very happy. And whenever more feedbacks roll in, both on WhatsApp, email and even on comment sections of her social media pages, she is quick to take a screenshot of it and post it on her main page for all to see. As a result, more likes, more comments and even more reviews, pour in, as more people start to buy her product.
However, Titi stopped being over the moon with excitement when one day, she goes off her way to search for people selling products they claim does exactly the same thing hers does.
Her findings move her from the happy business owner she is to a furious, and then sad, and then curious business owner.
She was furious because the feedbacks she had seen from those who had used her competitor’s products showed that hers was better, in that it was more effective and delivered quick results, compared to the others.
She was sad because her competitors had more followers then she did. They had more comments and more likes than she did. And judging from the comments, she could tell, they made more sales than she did.
Being curious came last; she was starting to wonder, ‘How Do They Do It? Why Do They Make More Sales Than I Do? Why Does My Target Audience Rush to Follow My competitors?
She studied each of these competitors and she noticed, sharing people’s feedback on their social pages or blogs wasn’t all the marketing they did. It was part of the marketing. The real marketing was the clear voice they spoke with. And with this voice, they told their story and made it stick in every message/blog/social media post they share.
A lot of the people flowing her competitors and even buying so much from them were first convinced by the story these competitors had; the stories helped them connect and appeal to their target audience.
Titi had heard a few people talk about brand stories. She had even read about it from some of her business-minded friends. But she never took it seriously because she thought, ‘well, brand stories cannot be for small businesses like mine.
But seeing that her competitors were leaving her far behind, she knew she had to catch up. And so there she was, lying back against her pillow, legs crossed, one hand busy with a plate of plantain chips and the other hand busy on her laptop. She had to do some research on Brand Stories, just to confirm for herself, how important it is.
Titi found the following:
- You Connect Better With Your Audience
Your brand story focuses on you/your target customers, or your business. It focuses on where you come from, where you’ve been, where you are, why you’re there and why you believe being where you are now will help solve the particular problem your audience need a solution to.
This particular information gets people easily drawn to your business, products/or services. They can relate with you and your story as it addresses what has been disturbing them. It makes them feel they can buy from you because you’re not just another robot sitting behind a mobile device or laptop, trying to scam innocent online users out of their hard-earned money.
Your story rings a bell in their heart, and before you know it, you will find your followers telling your story to their friends and family members.
- Separates You from the Others and Makes You Stand Out
Your brand story needs to be something that really strikes a chord in the heart of your target audience. It should be something memorable enough so that when those in your target market want to buy but don’t remember your company name or brand, they will at least know your story and then they can put in keywords from that story in the Google search. Wa la! Google brings out your business and product. The user is happy and quickly makes purchases.
But of course, it will be terrible if your business or product has no name or brand. Not everyone will be willing to type in long keywords in Google search just because they are looking for your product.
This is why it is advisable to write your brand story in a way that portrays your brand name, brand phrase, even your brand logo and so on. This way, your story not only sticks, your brand does too.
Your brand story makes it possible to grab attention the way you never thought you would be able to because it isn’t just one of many stories out there. It is your own story; one that touches their emotions and therefore compels them to take action when the time comes, in getting your product.
- Size No Longer Matters
Tipping said, “Stories are also a great way of conveying a brand’s heritage, backstory or craftsmanship… Across every category, from beauty to beer, consumers are shifting from big global mega-brands in favor of smaller brands with a unique story to tell.”
In other words, it doesn’t matter if your brand is a small one and your competitor is way bigger. If you have a unique story to tell; one that appeals to the humor, emotions, pains, and satisfaction of your target customers, then you will have a market and you will sell tones of your products and services, without even trying.
- Builds Your Focus
Before writing your brand story, there are certain points that you may have been including in your social media platforms about your products and services. But when you start on your brand story, you start seeing that there are a lot of unnecessary inclusions in your branding and marketing activities. These unnecessary inclusions make your brand voice sound confusing or distracting.
Having a well thought out story helps build your brand’s focus. It also helps your target audience see what your focus is. It helps them know what to expect from you, just as it helps you know exactly how to satisfy them.
If there are too many distracting things, it may be hard to get your audience to take the steps you want them to take. Heck! It may be hard even for you to know exactly how to satisfy them, as you may find yourself including points that appeal to a wider audience because you want to make more sales. But deep down, you know your product cannot satisfy the needs of the extra audience you’re chasing, only suppress it.
With your brand story, your audience can easily tell what your product is about, how it can help them, and what action they need to take to get it. Focus.
Now brand stories could be written or visual (video). It’s left for you to choose if you want to create both or one of them. My advice is, both are good. But you can start with a written story that carries your brand’s voice.
It’s evening already. Titi sighs in relief. Her expression is full of smiles. The light in her eyes shines brightly. Her heart sings in satisfaction and victory, as she looks back at the notes she made during the course of the research. By using one of the most effective marketing tools on the internet, business is definitely going to boom. But first, she needs to get a very good writer she can work with, to create an outstanding brand story.
I write Brand Stories for businesses to aid sales and growth: A Brand story is a story built around a business that helps it connect with the pains, emotions, happiness, or well being of their target audience. It focuses on what the business offers, why it is offering it and how it offers it, therefore helping the said company engage their audience, and make sales.
A brand story isn’t only for big businesses. Small business owners need to define their brand and its story, if they want to connect with the right audience, want to be taken seriously, and want to see growth.
There are 3 major aspects of branding. But I only focus on one. The message and positioning.
Writing a brand story for your business entails:
a. Working closely with you to understand/define your business, it’s target audience, and it’s purpose.
b. Conduct basic research on your target audience and your competitors.
c. Write you a clean and effective brand story based on the above information.
Cost starts at N5,000