To be a winner in the world of business and even Internet business, it’s paramount to get your message across to your target market. It needs to be memorable, personal and consistent with your personal brand.
One of the best public relations strategies is to tell your brand story. You can do this in your advertisements and on your website or blog. People relate to stories. It makes you seem real and it is proven to help with building relationships with your customers which then creates brand and customer loyalty.
What happens when you tell your brand story?
In large part, people are emotional buyers. Let’s say you sell cars for example. Purchasers more than likely will focus on the colour of the car, the interior, how it looks and feels rather than the engine performance, the size of the tires or the type of fuel injector it has.
What if the car dealer had a personal story to tell that directly relates to the type of car they sell? Maybe they had a family tragedy that was directly due to safety lapses in a particular brand. Now this sales person only sells Car Brand A because it addresses all the safety issues that were at fault in his family tragedy. Now he is touching an emotional hot spot because people want to protect their family and keep them safe. So, if one model was seen to be the cause of tragic loss and a different brand could have prevented it, this might sway the buyer to consider the perceived safer brand.
If you are selling a weight loss product, can you see the benefit of having a personal experience with the product to share? What if you could share your personal journey of weight loss, the ups and downs and the ultimate success after using this particular product? People relate to personal experiences and stories. They feel closer to you and the product you are selling. They may be more likely to be convinced to buy your product if they can identify with the story you tell.
Why is telling your story important?
Telling your brand story can set you apart from your competition. Why? Telling your brand story creates authenticity and believability. People connect with personal stories and they respond accordingly. Your brand then becomes memorable.
When telling your story, be consistent with your brand.
Brand consistency is very important with your public relations strategy of telling your brand story. Your story needs to match the ‘feeling’ of your brand. Your communication style needs to be the same across all elements of your brand campaign. This means consistency from your website or blog styles to the messages you use on Social Media sites like Facebook and Twitter.
Protect your image online at all times. This is your brand so think clearly and carefully when communicating with the public. Be passionate and if appropriate, fun with the brand story you share. Think about what your target market is searching for and then show through the use of your branding story how you provide just that.
Deb Marsden is an experienced Internet training customer support manager.
Deb and her good friend and equally experienced customer support gal, Lee Ann, have joined forces and offer their services to computer newbies and not so newbies, solve issues they may have in learning how to use their computer.
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