Do you feel like the spotlight is always on you as a business owner or leader? Well, you can relax. Your brand story isn’t all about you. There are at least two other people who should feature in it: Your team members and your clients.
What is your brand story?
Your brand story isn’t just your backstory. How you’ve got to where you are now, in your life and your business, is important but it’s not the only element of your brand story.
Your overall story should explain to people:
- Who you are
- What you stand for
- Why you’re in business
- Who you work with
- How you help them
- What makes you different.
It’s all about helping your potential clients get to know, like and trust the people behind your business. Even if you work on your own, that’s not just you.
Your brand story isn't just about you. Click To TweetWho should feature in your brand story
1. Your team
Who is in your business? If it’s just you, be honest and say so. In that case, you truly are the face and voice of your business. Don’t pretend to be bigger than you are. Tell your story naturally in the first person – that’s ‘I’ not ‘we’.
If your clients will also deal with someone else, make that person visible in your overall business story. They’re representing your brand and playing an important role in building up relationships with your clients. It’s important that potential clients get to know, like and trust your team, as well as you.
Where you have team members and associates, make sure you share with people the unique experience and angles that they bring to your business. Allow their personality to shine through in the story.
2. Your clients
The best way to show ideal clients that you can help them is to demonstrate how you’ve already helped people just like them. Your prospects want to be able to identify themselves in your brand story. You can use case studies and testimonials that feature clients who fit your ideal profile to achieve this.
Your ideal clients want to recognise themselves in your brand story. Click To TweetYour story should show the situation your client was in before they worked with you, how you helped, and the tangible results they got and how they felt after working with you.
Shine the spotlight on someone else
Use your brand story to help your audience to really get to know these people and identify with them. Bring them to life. You can use team profiles, blogs, case studies and interviews to share their stories.
Use real names and great photos of them whenever you can – with their permission of course.
So your brand story really isn’t just about you. Think about all the other important people that contribute to your business and display the unique way that you help people.
Would you like to find out more about finding the right words to attract your ideal clients? I’ve written an ebook to help you Build Your Brand Story in Seven Simple Steps – you can download your free copy here.
Image credit: Gabriel Santiago via Unsplash