How to Tell Your Brand Story
by: Nicole Block
As companies, we’re all looking to tell our story. Who we are, what we do and why we do it. In our case, our story is one of empowerment. We believe that education can improve lives, which is why we help people find schools that can give them that opportunity. The key, though, is staying connected with people to let them know you’re there. How do you do that, and how do you do it well? In true All Star spirit, I turned to education to find out.
This May, I attended the Incite Group Marketing Summit West 2017, a conference dedicated to brand marketing, held in San Francisco. Taking a step into the conference rooms made you feel like you were just outside the walls on Union Street—the hustle and bustle of people on a mission to be the best darn storytellers they could be. There were presentations, panels and case studies dedicated to the core parts of brand marketing—personalization, content and storytelling, and marketing attribution—all done by experts in the field who have seen wild success doing them in their own companies.
As a writer, I really focused on the storytelling and content creation advice. Here are a few of my biggest takeaways from what they had to share.
Create less content. “Keep it simple,” they said. Your content should be relevant and timely. It should focus on what your customer needs before they even know they need it. It should also be inspiring and authentic. ‘Authentic’ has become a bit of a buzz word lately, but it means that you deliver on your brand promise by talking about what you know, in your voice.
Create content for the people, by the people. If you want your customers or users to be engaged, give them an opportunity to be a part of the story you’re telling. User-generated content (UGC) is brilliant way to show who’s at the core of your brand.
Visual storytelling is the future. If you’re doing video, you’re doing content right. Some experts project that over 20 percent of content will be video by 2020. Make sure you’re thinking of your audience, though. Are you talking to them in a way they care about? Whether you’re B2B or B2C, you should always be B2A—Business2Audience.
All of the speakers at the Incite Summit reiterated that content is at the core of marketing, and to do it well, you need to spend a lot of time and effort nurturing it. In turn, you’ll create a stronger relationship with the audience you’re trying to reach and shift their attention in a highly fragmented market.