Your brand’s story is perhaps one of the greatest opportunities to connect with your customers, yet it’s overlooked by many businesses. As a result, customers may see some businesses as faceless organizations interested only in their bottom line.
With an engaging and captivating brand story–one that describes the corporation’s past, present and future, customers can create an emotional, human connection with a business that enables them to relate to the organization.
Developing your brand’s story is an essential part of your marketing strategy, so we’re going to be exploring eight effective ways to you tell your brand’s story on social media:
1. Use people, not logos
Of course, a logo is important for allowing your customers to instantly recognize your company, but people don’t tend to connect with logos in the way your business may desire. So, when you’re posting online content, don’t just put your logo everywhere. Instead, show your company’s culture by using culture shots, or if you’re large enough, you can hire brand ambassadors to represent your organization.
Using people ensures your customers see themselves in your brand. This creates empathy among your customers and target audience, building a sense of trust and credibility.
2. Write for your target audience
As a business, you sell your products or services to various demographics, but when it comes to your brand’s story, you’ll want to make sure you’re writing it in a way that’s going to resonate with your customer base in addition to your target audience.
A classic example comes from Sarah Farrow, a content marketer for Big Assignments. She says, “Writing for 18-24-year-old males is a lot different to marketing to 50-year-old females, so bear this in mind when you’re writing your story and deciding on elements like the tone of voice, language, and your overall format.”
3. Use timeline features
Many social media platforms have a timeline feature, particularly Facebook. This is a feature where customers can see the history of your company, where you’ve been and how you got to where you are today.
Filling in the milestones of your business on this feature is a great way to demonstrate key events in your business’s history. Alternatively, you can create an infographic displaying the same information.
4. Involve your customers
As with any aspect of your business, it’s important to talk more about your customers, rather than yourself. Your customers are the centric element of your business, and they want to feel as though they are part of your company’s journey. Talking about what matters to them is a great way to build an emotional relationship. This involves researching your customers and target audience to see their behavioral interests, employment sectors and their interactions with you on social media.
5. Use video formats
Video is becoming so ingrained in marketing and public relations that it’s an absolute necessity for your PR strategy to be successful. Making your brand’s story into a multimedia format is one of the best ways to create customer engagement.
6. Write to a high standard
One of the most visited pages on many businesses websites is the “about us” page.This is one of the best places to write a detailed version of your brand’s story. With so many people visiting this page, you’ll want to make sure you’re writing to the highest quality. PR pros don’t appreciate careless typos and are less likely to engage with your brand. A great program to vastly improve your writing is Grammarly, which most creatives use when creating content that they’re sending to the masses.
To help you write to the best standard, here are some online tools that can help;
- You can use Via Writing and Writing Populist to update your knowledge on basic grammar tips.
- Academized and UKWritings are two online proofreading services to help you highlight and correct any errors in your brand’s story.
- StateOfWriting and SimpleGrad are two writing blogs that have a wealth of information on how to proofread your content yourself.
- Essayroo and Boomessays are two leading online editing tools to help you structure and format your brand story.
7. Keep your brand’s voice consistent
When you’re writing your brand story, you need to ensure the format, style and structure are consistent with the rest of the content you’re putting out there.
This means paying attention to things like the language you’re using and the way you’re presenting your company. Otherwise, it won’t fit with the rest of your content.
8. Be honest
When it comes to your brand’s story, there’s no reason to exaggerate or an outright lie. You will get caught! Also, if you fabricate your story, this can lead to inconsistencies over time which can lessen your credibility. Regardless of your story and how you got to where you are today, this is your story, and you should be proud.