Telling Your Company’s Story – An Effective Branding Policy

The late Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Likewise, this principle holds true when it comes to marketing strategies. The goal is to make a lasting connection with consumers, one that they will remember. A good way to achieve this is through a brand story, effectively conveying to consumers your role and identity in the branding world. Communicating your brand story is an art to setting you apart from other companies and separating yourself from marketing spiels that can disengage consumers. Your brand story is what makes you unique and portrayed as parts of one central message—a story that consumers can follow when unveiled, while building their confidence in your company.

One example of successfully communicating your brand story is by releasing a video. With the aid of digital media, a company’s core mission statement can be conveyed to appeal to customers by showing what you are about as a company, and not merely listing the services you provide. As consumers become involved and absorb your brand story, they will view your business as a valuable commodity.

You want consumers to know your sales pitch without giving the pitch itself. It should be the underlying theme, not the main focus. Reach out to your customers; give them a reason to join in the conversation with you. Social media makes this possible. Grab consumers’ attentions with, say, free giveaways and use that opportunity to communicate your brand story, continuing to hold their interest in a personal way in the hopes that brand loyalty will follow.

Other methods of communicating your brand story are by establishing a company blog or a ‘Lean About Us’ page on your website. However you chose to tell your brand story, you want to make sure it is personal and attention-grabbing. You want people to identify with you, your values, and your purpose. Do not underestimate the power of visual aids. A brief video clip or a photo will stick in the minds of viewers. Another way to make your story intimate is to showcase your employees, as people tend to relate more to people than objects. They are the flesh and blood of the company

No matter the story, no matter what you are offering, remember that the goal is to make your consumers feel something. Help them see what you are about and connect with you.