Your business provides a great product or service, right? What sets you apart from the next guy? Study successful brands, and you’ll see they each link their brand with a story. Doing so generates more than simple interest; it connects with their clients’ unconscious minds.
Why people love a story
The human brain loves a good story. Stories connect with the subconscious mind, which, incidentally is where beliefs are stored. Potential clients don’t just adopt logical thinking when deciding whether to buy products or employ a firm’s services. Their beliefs influence their choices as well.
The subconscious mind uses metaphors to communicate with the conscious mind.
Its wisdom rises in the form of stories and pictures to guide people’s actions. Thus, it might show you an image of someone carrying a heavy load if you contemplate tackling what you consider a difficult task. Or, your mind might present a picture of you meeting success if you believe doing so is possible.
Create a story for your brand that inspires people, and they will like your business. Their unconscious minds will tap into the story, and it will influence their decision to use your services.
What type of story do people love?
First, on an unconscious level, people adore a story that feeds their need to overcome obstacles. They love narratives about rising from difficult circumstances and accomplishing success. Think about your favorite movies. Usually there is a struggle in the story. Whether it is overcoming evil for good, rags to riches, or the victory for a cause, this dynamic reach for something better grabs our hearts and minds.
Furthermore, the human brain is designed to seek improvement. Tales of starting small and achieving big victories provide a feel-good factor that puts people in a good mood. Connecting with this internal wiring for improvement through a good story line helps lock in the message.
Why authenticity counts
At this point, you might imagine you can simply make up a brilliant story to attract customers, but hold on a moment. Before you get too creative, remember, people love authenticity as much as they love a great story. Winning stories are based on facts. Clients will soon smell a rat if your brand’s narrative isn’t genuine.
We all have our own BS meter. We know when people are not being real. The story you choose to build your brand must originate from sincerity and authenticity.
[shareable cite=”Doug Thorpe”]You cannot be someone else, that job is taken.[/shareable]
Finding a story for your brand
Your brand already has a story; it just needs to be recognized. You’ll uncover the right story if you think of its beginning stemming from how you had a dream. After all, there was a time when your business was a thought rather than a reality. Here lies the part of the tale where you hadn’t yet achieved success.
What were you doing back then? How did you know you wanted your life to change? What did you want to give to the world by starting your business? Answer such questions, and you’ll have the basis for the story.
The tale needs to inspire awe and help your clients believe
Bear in mind the tale needs to inspire awe and help your clients believe your business has what it takes to improve their lives. Thus, don’t only mention how you were poor but rose from the ashes of poverty like a phoenix to make money. Consider how you discovered you could help others overcome challenges and meet their needs, and weave this element into the story.
Do NOT be afraid
Apart from not thinking of the idea, want to know why some business people never tell their story and link it to their brand? They are scared. Telling their tale involves stepping out of their comfort zone and getting personal. When you reveal your struggles in life, you are vulnerable. However, speaking about how you began your journey will help your clients feel a connection with your brand.
If your story were only about the success of your brand, it wouldn’t be inspiring. Your customers want to be able to relate to the story. Thus, it needs to feed their desire to hear about moving from humble beginnings to achieving a dream.
You might not think you need to link your brand to a story to find success, and you may be right.
You’re more likely to succeed if you uncover the real tale
You are more likely to succeed if you uncover the real tale of your business to tell. Doing so will not only attract clients, but it will also boost your confidence, inspire employees, and make you proud. You’ll love your business even more than you do now, and what you love you nurture.
Footnote: Much of this article was contributed by Austin Tenette, a certified business coach at Focal Point.
