Most brands do not see the need to tell a differentiated story. In fact, they resist telling it. I can tell you for a fact, that many small businesses are very much stuck in the content marketing phase. They’re stuck in the “let’s market our business” mindset. But to operate a brand, you need to sell something bigger and more emotional than a product or a service.
Building a brand isn’t only about content creation, and branding isn’t only for “the big guys.” But if you are marketing your services, not only do you have a business, you need to be thinking about telling a differentiated story to build a strong, cohesive brand.
If you aren’t telling a differentiated story, your content marketing efforts can simply crash and burn.
Every brand goes through a journey of transformation just like the memoirist who’s writing the hero’s journey of transformation. So let’s capitalize on that for branding purposes.
Telling your story in light of your brand’s journey has 3 main parts:
Act 1 – The beginning of your brand’s journey
Act 2 – Your brand’s transformation
Act 3 – Your brand’s return
To show how your brand survived AND thrived against the competition, you need to first show the changes in light of the competition. Your purpose in telling your brand story is not to show how your brand is BETTER than others, but what your business or company DID to rise above the challenges.
Act 1 – The beginning. What was happening conventionally in you market? What was the challenge for your brand?
Act 2 – The obstacles. As you grew and developed as a brand, how did you cross into unfamiliar terrain? For example, how were you able to make money by repeatedly providing great value to clients and referrals despite the changes facing your business AND any internal changes. What did you do to overcome your challenges?
Act 3 – The final return. Now that you went through some of the challenges, how did this help you to emerge as a stronger brand? What was your comeback like?
As you can see, there’s a big difference between building a business and a brand. Telling your brand’s story will help you evolve in the hearts and minds of potential clients. Storytelling sticks in the minds and hearts of your clients — not just blogging about products and services.
Need more help?
This is where I as a copywriter, can put the thoughts and feelings about your brand’s story into WORDS. I can articulate the hero’s journey of your brand.
Let’s just get down to it! My phone is ringing off the hook from people who need updated copy, help with email marketing campaigns, and custom-blogging services. If you need help with words to develop yourself as a thought-leader in your industry, I’m your go-to person.
Let’s schedule a complimentary 20 minute phone call to evaluate your pre-existing brand and help tell your brand’s most compelling story. Click here to schedule a mutually convenient time.