Every brand needs to tell a story. You also need to convey the story in a compelling and irresistible way so that your audience is enticed into not only reading what you are sharing but also in reading further.
Sharing your story online
There are many different ways to share your brand’s story online. Content is definitely king and it is through well-written, top-quality content that you can really make your audience members be drawn to your brand and the story behind it. Of course, the first thing that you must do when it comes to your brand is to have a story that is expressed in the most effective way possible. There are several steps that you should follow in order to build your story. Your story will be a combination of details and facts and what distinguishes one story from another is the way in which the story is actually expressed.
Start with the pioneers
The person who founded the company, whether that is you or it was someone else, is where you should go first to gather facts and details. That person would be the one to have lived through the experience. It is essential that you record as many accurate facts as you can get a hold of and details are critical the story.
It can be somewhat subjective when it comes to identifying the source of the heart of the story. There are those people who believe that the true story comes from the clients and the people who have pushed the brand in a loyal fashion from the beginning and not the business itself. To a great extent, the clients own the brand. With the extreme use of social media, it is easier than ever for this to be the case. If the clients react positively to your brand and your offerings, your business will be successful. On the other hand, if the clients are not behind your brand, you will have a more difficult time of achieving business success.
If you want to learn about what your clients and brand advocates are saying about your offerings, you can use monitoring tools to collect data so that you will get a sense of how well received your products and/or services are. Two of the more popular and really effective tools for “listening” to your customers’ discussions are Google Alerts and Twitter’s Advanced Search. Those tools don’t cost anything and they work very well. Collecting the data should give you a great sense of how your clients are feeling. Another effective way to gather important data is to give your clients a short survey to complete online. You can ask questions that really provide you with valuable information.
Collecting different perspectives
Gathering perspectives from several different people can be extremely valuable. Sometimes, the perspective of the person who has been with the company for a very short time is as valuable as that of the person who has been with the company from its inception. You can really learn a great deal from many different people. It isn’t a bad idea at all to gather information from people in various departments of the company. The chances are very good that they can offer you all sorts of insight. Another great way to gather data is by searching through archives that the company keeps.
Ask the right questions
As you are gathering information, it is important to come up with the questions that will help you to gather the most relevant information for your business. The following are examples of the types of questions that you may want to consider asking:
- What are the major differences between the company now and when you first started working there?
- What makes a brand stand out?
- Why do you love to work at the company?
- How do you explain what you do?
- If you had an opportunity to lead a marketing effort, what would you do?
- How would you guide sales?
- Who are your customers and potential customers?
As you are figuring out how to craft your brand’s story, it is critical that you make it compelling and enticing. Of course, it must also be written extremely well it you should make sure that the language is clear and concise, whenever possible. However, it is also very important to understand that your work is not finished once you have created the original story. You will have to tweak the story along the way and continue to improve upon what you have so that it is always relevant to your audience. After all, you must always keep them interested.
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Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.
Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.
Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.
Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.
Mrs. Cohn is a member of the American Medical Writers Association (AMWA).
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