On January 25, 2017, Jennasis founder and president, Jennifer Chernisky, shared at a Women to Women speaking event hosted by Kathy Romito at Western Reserve Hospital. She spoke about the importance of brands telling stories.
We’ve already established in “All the best brands tell a story…” that storytelling is the foundation of a successful marketing strategy. It is the best way to connect to your audience, drive communication, turn revenue and create a brand that is meaningful and trustworthy. But how do we tell the story effectively? Here are 6 ways:
1. Be Unique. Offer a fresh perspective. Creating an identity within a niche doesn’t demand a revolutionary idea. It simply needs to have one special thing that separates it from the competition. You can’t always be everything to everyone; sometimes you must carve out a micro-niche and serve a very specific sector of the customer-base. Trader Joe’s started out as a convenient store chain and eventually revolutionized their brand to become the unique grocery store that they are today – selling great food at great prices, with products you can’t find anywhere else.
2. Be Authentic. Authentic brand stories come from the heart of a company. Authenticity must run deep to be effective. Your authenticity speaks volumes about your integrity and honesty. If your story is authentic, people will believe in you, trust you. They will be drawn to you – they’ll want to be a part of what you do and they will be proud to support your brand – and they will want to re-tell your story for you!
3. Be Consistent. You’ll become known for something that you always do and you shouldn’t stray too far from it. When you’re consistent, it shows that you’re trustworthy and reliable, and this helps to establish your credibility. Being consistent will convey the strength of your purpose and your stability.
4. Be Current. Strong brands stay on the leading edge in the product arena and tweak their intangibles to fit the times. Apple’s iconic marketing strategy has consistently evolved with the times, setting the standard for the latest and greatest trends in technology. People wait anxiously every year for the newest iPhone, MacBook and most recently, the new AirPods, to be released.
5. Be Relevant. You must know your audience. The best brands have a thorough understanding of the demographics of their target market, what their interests are, and how they communicate. Don’t attempt to just tell a great story; tell your audience the story that it wants to hear. Story telling is the method in which we use to build a relationship with our customers.
6. Be Sure Your Story Has a Sequel. A brand’s story shouldn’t end at the time of purchase. Your brand story is your legacy, so keep them asking for more. The Budweiser Clydesdales have regularly made an appearance in commercials premiering during the Super Bowl year after year. This year they were harder to spot, and their absence was noticed because people were looking for the next chapter in their story.
Every brand has a story to tell. What stories have inspired you? How will you tell your story to the world? Make your brand’s story memorable and unique – inspire consumers to come back for the next chapter.
If you’re not sure where to start, we’re here to help. Follow our blogs and sign up for our newsletter for more information and to learn how to share your brand’s story!
Becky Martin is a freelance writer and "boy-mom" to Charlie and Lucas. When she's not writing or taking care of her little ones, she can be found binging on coffee, Netflix and young adult fiction. She and her husband reside in the bustling suburbs of Philadelphia.