Everyone loves a good story. Some of the most impressive marketing campaigns of all time have caught on not just because of clever design work, but because they tell a story. If you run a business, it’s vital that you understand the importance of your own narrative as you move forward. Below are just a few of the ways that your company’s story matters to your marketing campaign.
Helping You to Stand Out
One of the first things that your company’s story does for you involves helping your brand to stand out. Your company is one of thousands, after all, and what you do is almost certainly being done by someone else. Your business is, however, the only one in your niche that has your exact story. Leveraging that story is what helps you to get noticed in a business marketplace.
Establishing a Personality
There’s a lot more to establishing a good business than taking the time to look into Google My Business optimization. Your brand needs more than identity – it needs a personality. When your brand has a history, it can start to cultivate a specific kind of reputation among clients that might have little to do with how you operate. Attaching a narrative allows you to shape your marketing campaigns around your brand’s persona.
Establishing a Customer Focus
Your story helps your customers to connect to you. The way that you spin the story of your company is going to help certain customers identify with your brand not only as a place of business but also as an extension of their own personalities. When you can use your story to show that you’ve come from a particular place or that you have a specific goal, others can follow that thread and connect it with their own stories.
Shaping Your Connections
Finally, your brand’s story shapes the connections that you have with consumers. The avenues that you use for advertising are naturally going to be shaped by the story of your company, with some avenues providing stronger connections through the narrative than others. If the story of your company is that it was built from the ground up, for example, you’ll be able to make use of grassroots advertising more easily. Your company’s history really does shape the ways that you’ll make connections.
Your company’s story is going to impact your marketing in ways you might not expect. It gives your campaigns shape, determines the channels in which you’ll be successful, helps your business to stand out, and even helps others to identify with your business. Every good campaign needs a story, so make sure that the story you use reflects that of your company.