Brand story is something I’ve talked about many times now – and for good reason. Your brand is the cornerstone of your business. It’s how you differentiate yourself from the hundreds (or even thousands!) of other people doing the same thing. It’s how you tell the world what you’re all about.

As your business grows and changes, your brand story may, too – and that’s ok! Your needs may change, the needs of your audience may change, or the overall market may be different. It’s a great idea to look at things periodically and recalculate.

That’s why today, I’m going to recap some of my favorite branding articles from the past and expound on them a bit. If business is a bit slower in the summer it can be a great time to reflect.

Is my brand a reflection of my story?

A little over a year ago, I wrote about the importance of storytelling. From oral histories passed down between generations, to the hot new bestseller on the market, we all love a good narrative. If the story is compelling, it will draw the audience in and transport them to another world. If it’s great, it’ll invoke emotion or teach a valuable lesson.

Of course, when we think of stories, it’s usually books, movies, or maybe even songs that come to mind. But did you know that your brand tells a story as well?

What makes you shine?

When you started your business, you likely came up with a marketing plan where you laid out your “differentiating statement” or something along those lines. It’s the thing that makes you different from everyone else. The thing that makes you shine should be the basis of your brand.

Now that you’ve been at this for a while take a look at that statement. Does it still reflect your authentic self? Does it tell the whole story behind you and your business, your goals, your values, and what you hope to give back to the community? If not, it’s time to update!

Express the appropriate level of expertise

Part of why you’re in your business, of course, is that you’re great at what you do. You do that one thing better than anyone else, and you’re amazing at it.

Does your brand story reflect that? Chances are that when you first started out, you may not have been that confident in your abilities. As a result, your content may not indicate the appropriate level of expertise. Now that you’ve been in business for a while, you’ve spent a lot of time learning and growing. Your customers and prospects want to know that they’re getting the best service possible, and your knowledge is a part of that.

connect with your audience

The single most important thing when it comes to brand story is creating a connection. Your audience should be able to identify with what you’re saying and relate to it on a personal level. Your story should make them feel something.

The key is to understand your audience. Figure out what they need, what connects with them, and what sort of content they interact with. A quick search on social media can quickly show you what you need to know, and you can easily figure out what needs adjusting.

If you’re not sure of your brand story, or you think it may need an update, Blue Zenith can help. Contact us if you’d like a fast and straightforward review to get you back on track!