How To Craft Your Brand Story

by | Jun 13, 2024 | Branding

What’s your brand story?

If you are a seasoned consultant, an aspiring online coach or a small business owner, you know that standing out in today’s crowded online marketplace is very important.

You need to ask yourself, what truly sets you or your brand apart?

Here’s where your brand story lives – the captivating narrative that connects with your audience on a deeper level.

It might sound like marketing speak to write your brand story, but trust me, it’s more than just buzzwords.

It’s about getting to the heart of who you are, what you do, and why it means something.

Get a cup of coffee and relax while we go over the steps to make a brand story that your audience will connect with.

Step 1: Know Who You Are

This is the core of your brand.

You need to know who you are as a brand before you start crafting your story.

Think of it as your personality—are you quirky and fun, or serious and professional? Maybe you’re a mix of both, and that’s totally okay!

Once you know and truly embrace what your brand stands for, it will then help you create and tell your story in a more consistent way.

Feel free to use these ideas to spark your creativity:

  • What makes you different? How are you different from your competition?
  • What do you believe in? Which principles do you use to make business decisions?
  • In what tone do you want to communicate? Do you want to teach, motivate, or connect with people?

Stay true to the core values and traits of your brand, and make sure that your messaging, visuals, and interactions all show this personality.

Example: If you’re a wellness coach, maybe your brand is calm and nurturing. Every element of your story should reinforce this, from the language you use to the scenarios you describe.

Step 2: Understand Your Goals

This is where your story leads.

There’s a reason for your story, just like every other good story.

Make it clear why you have a brand and what you want to achieve with it.

Are you trying to give business owners more power, change people’s lives through coaching, or just offer the best consulting services?

When you know exactly what you want, you can make your story more interesting to people who share your vision.

Your goals should go beyond making a profit.

Think about the impact you want to have on your customers and the world. Be clear on why your brand does what it does, and let this purpose guide your storytelling.

Example: If your goal is to help small businesses thrive through better marketing strategies, your story should highlight how your services can make a difference.

Step 3: Find Your Core Story

This is where you discover the core of your story.

Now that you know what your brand stands for and how you want to be seen, it’s time to find your core story.

With the information you’ve gathered, unearth your core story that shows off your values, expertise, and the impact you can create.

Your core story should show who you are and what you want to achieve.

Think about the path you have taken—the hard times, the good times, and the turning points. These things will help you write a story that is true and interesting.

A good core story is more than just a list of facts; it’s a journey that takes the audience along for the ride.

Example: Share how you started your consulting business from your living room, the obstacles you overcame, and how you’re now helping others succeed.

Step 4: Identify Your Audience

At this stage, you will conduct a deep dive into knowing who you are talking to.

Don’t forget that your story isn’t for everyone.

Find your target audience or the specific group of people you want to connect with the most.

To write a story that really connects with people, you need to know their wants, needs, and what makes them tick.

This is where you create your audience personas. These are fictional characters that represent your ideal clients or customers.

Here are some questions to consider:

  • What are their demographics? Age, location, and profession can offer valuable insights.
  • What are their pain points? What struggles do they encounter that your services can address?
  • What kind of language do they respond to? Technical jargon or casual, conversational language?

Example: Create a persona named “Busy Brenda,” and provide her pain points, motivations, and preferences. Busy Brenda is a life coach with many clients who needs help growing her business because she’s too busy. She wants simple ways to manage her work better and reach more people without losing the personal touch in her coaching.

Step 5: Map Your Story To Your Audience

This is all about connecting your story back to your audience personas.

Once you’ve identified your target audience, map the elements of your story back to them. Tailor your story to meet them where they are, and make sure it speaks to their needs and emotions.

Ask yourself:

  • Will this resonate with their needs and aspirations?
  • Does it address their pain points in a way that’s relevant?

Mapping your story elements to these personas ensures that your narrative resonates with your target audience and that you create a story that feels genuine and impactful.

Example: If your audience consists of busy professionals, your story might focus on how your product or service saves them time and reduces stress.

Step 6: Craft Your Brand Story

Now that you have all the information you need, start writing your brand story.

Make sure you have a clear structure—beginning, middle and end.

With the information you’ve gathered, craft a compelling story that shows off your brand in the best light.

Introduce your brand, highlight the challenges and how to solve them, and end with your brand’s future goals. Use a tone that fits with your brand’s personality, and make sure the story is engaging and relatable.

Here are some writing tips to keep in mind:

  • Keep it concise and engaging. Attention spans are short online, so get to the point quickly and keep your audience hooked.
  • Use strong visuals. Images, videos, and infographics can enhance your story and make it more visually appealing.
  • Maintain a consistent brand voice. This reinforces your personality and builds trust with your audience.

Example: Begin with how you started your coaching business, describe the challenges you faced and overcame, and end with your commitment to helping others achieve their goals.

Step 7: Spread the Word

It’s time to share your masterpiece of a story!

Once you’ve written your story, get it out to the people you want to reach through your website, social media, emails, and other places.

Make sure that your story is consistently communicated across all platforms. That helps make the brand look more consistent.

Here are some ways to get the word out:

  • Create engaging blog posts or articles. Weave your brand story into the narrative, showcasing your expertise and passion.
  • Host online workshops or webinars. Share your story as an introduction and connect it to the value you offer.
  • Develop case studies or testimonials. Let your clients be the heroes in your story, highlighting the success they achieved with your help.

Example: Create a dedicated section on your website for your brand story, post snippets on social media, and include it in your email newsletters.

Step 8: Engage and Build a Community

Sharing your brand story isn’t the end of it! 

Get people involved and ask them to join you on your journey.

Respond to comments and ask for feedback, and give your audience chances to share their stories about your brand.

This makes people feel like they belong and builds community.

Here are some ways to keep the conversation flowing:

  • Host Q&A sessions on social media. Answer questions about your brand story and the inspiration behind it.
  • Run contests or giveaways. Encourage audience participation by offering incentives for sharing their own stories or experiences.
  • Collaborate with other online coaches and consultants. Cross-promote each other’s stories and expand your reach.

Example: Host social media contests inviting customers to share their experiences with your brand, and feature their stories on your platforms.

Crafting a brand story is both an art and a science.

It requires introspection, creativity, and strategic thinking.

If you follow these steps and tips, you can write a story that not only shows who you are but also connects deeply with your audience.

Don’t forget that your brand story is a living entity—it should evolve as your brand grows and changes.

Keep it updated, keep it relevant, and most importantly, keep it true to who you are.

Take a deep breath and start crafting a brand story that not only stands out but also brings your brand closer to the hearts of your audience.

Your story is what makes your brand alive. Make it strong, unique, and easy to remember. Make it yours.

The Art of Digital Storytelling for Enhanced Engagement

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