How to maximize your marketing efforts by unpacking your brand stories
7 Types of Brand Story to Leverage
Brand Story is one of the most under-leveraged tools in marketing. New research shows that consumers who connect with a brand emotionally have a 306% higher lifetime value (LTV)
We connect through the power of story.
Our brains are literally wired to love stories. This is why we binge Netflix books, plays, etc. even the best songs, tell stories.
Think of story as a way to get your message across in a way where people want to receive it. This is why it’s such a powerful content tool.
When it comes to story-telling, it’s important to understand that frequency & repetition are the two top drivers in sales.
If your audience can not recite your story back to you, you aren’t telling it enough. (Read that part again)
We have to be ok with frequency & repetition. Now, that doesn’t mean we C&P our own content daily..
Each story has layers within. We call them macro & micro stories.
Here is an example of finding layers in story:
Macro - I had a client who worked nights, weekends, and holidays as a restaurant manager. She missed out on a lot of life’s special moments. She decided she wanted more, became an entrepreneur, and now enjoys life being home with her family
Micro - One day when she was driving to work she ran out of gas. She was too embarrassed to tell her boss she didn’t have any money, so she called in sick for the first time in 10 years. She was too broke to go to work. She started entrepreneurship, and now she stays home with her family while contributing financially.
There are hundreds of types of brand stories, but today we will go over 7 important ones to share often.
What is a brand story?
Brand story is the use of a narrative to captivate your audience and cause them to feel something.
Using brand story helps to create an emotional reaction in viewers or listeners which helps us create connection. That results in brand recognition, brand loyalty, and what I like to call raving brand fans.
The human brain is literally wired to respond to a compelling story - just think about the movie industry.
Every good story has:
A beginning, middle, and an end.
Character, conflict, resolution (stories are about overcoming adversity)
Think about this: we are human beings which means we want to feel seen, heard, and cared for.
Create your story bank:
7 types of stories we will walk through today:
Origin - how your business was created
Community and people - how you help the community
Inspiration story - share the benefits of how what you offer helps people
Transformation - the moments of challenge or failure that have led us to where we are today
Disruptor - the beliefs you have that go against the status quo
Personal - the story that lets your audience have a behind the scenes look at who you are as a person
Vision - what your ideal world and future looks like
How to unpack your origin story:
Why did your business start?
What was life like before your business?
What problem did your business solve for yourself or others
How to unpack your community and people story:
How do you help the community?
Who are the people that contribute to this?
What kind of community do you foster?
What does it look like to become a community member of yours?
How to unpack your inspiration story:
What inspired you to begin?
What challenges/obstacles did you face, stepping into your business?
Was there a “pivotal moment” that played a part in where you are today
How to unpack your transformation story:
What were your moments of failure?
How have you overcome challenges
What are your “before and after” results (does not have to be physical)
How to unpack your disruptor story:
Side Note because this is a good one to help you stand out amongst saturation👇
Disruptor Story - do you ever feel like you see the same content over and over in your industry? Being an industry disruptor requires you to share your beliefs that go against the norm.
Example: while many mentors and coaches teach the marketing tactic, I don’t start there because it wouldn’t serve you. You don’t have a business without a brand and your marketing efforts will fall flat without the brand foundation.
Now, here are the questions to consider:
What do you believe that others don't?
What mindset shifts does your audience need to make?
How are you different?
What norms do you go against?
What do you stand for?
Why do people choose you over others in your Industry?
How to Unpack Your Personal Story
Another important note:
This story type is important for human connection. We want to know the brand we are doing business with. Peel back the curtain and show behind the scenes (how the product is made, how you do something in a certain way), hobbies, core beliefs, motherhood.
What are your hobbies
What do your weekends look like?
Who are you outside of work?
What's something we may not know about you?
What are your values?
What is a personal challenge you've overcome?
How to unpack your Vision Story:
What's your why?
Where are you inviting people to go with you?
What does your ideal world look like?
What is the impact you want to make?
What does your most epic day in the life look like?
What's the larger vision you have for your business?
If this was helpful, rockstar we have something up our sleeve that will elevate your brand and help you through the glass ceiling. Register now to the ACCESS YOUR AUTHORITY WORKSHOP!
This is a 5 day workshop to elevate your brand & convert your top tier clients.
Welcome to the no BS workshop where you’ll walk away with prominent steps to help you redefine your brand to cultivate a raving-fan-worthy experience that positions you as a thought-leader in your industry.