Here at The Branding Edit, we see people and help people be seen.
The most important work that we do doesn’t lie in the how — the platforms or logistics —it’s in the discovery and uncovering of who you are and who you want to be. We sincerely believe that when people feel seen, heard, well-cared for, and celebrated, they start to look at themselves differently —in the act of being seen, we give ourselves permission to express ourselves fully leading to more fulfilling, satisfying, living-our-dreams-kind-of-lives.
So, why is this important?
Great brands create an emotional connection with their audience. BUT you can’t establish that emotional connection if you first aren’t clear about WHO YOU ARE and WHO YOU DESIRE TO BECOME.
People buy who you are more than your why, or even your what. We’ve all heard this 1,000 times, but the heart of sales is likeability and trust.
The connection point comes at the intersection of WHO YOU ARE (what makes you uniquely YOU), WHO YOU SERVE/WHAT NEED OR PROBLEM CAN YOU SOLVE FOR THEM, and WHERE they are hanging out.
To begin crafting a compelling brand story that connects, start by answering the following questions:
Who are you? How do you want to be seen?
Who do you serve? Do you know them intimately? What problem are you solving for them?
Where are they hanging out? Knowing where they are is going to help you determine which modality to communicate with them.
Now, think about commonalities between you and your ideal customer. Have you felt their pain before? Have you already walked in their shoes? (Hint, this is typically what drives you, what serves your purpose). When you can feel your client’s pain points and speak to how you’ve healed that pain within yourself, you position yourself as the guide to help them do the same. So many of our clients often downplay their lived experience, we’re here to remind you that your lived experience is the most qualifying measurement of expertise.
Start to think about your own journey and begin to jot down the highlights that are universally relatable … Ask yourself, what about my story is something anyone can relate to?
Key storytelling themes that connect include elements of the human experience:
As you shape your story (or stories), remember to make your audience the hero —keep the emphasis on their journey (it’s all about them, after all), while positioning yourself as the guide on their path.
What does your audience want? What motivates them, and how does that tie into the service or product you’re offering?
Here is an example of an inspiring story from Rachel Hollis. Head on over to our Instagram stories to see more examples!
Stories that leave a long lasting impression speak to us in ways that are inspiring without coming off as preachy or self-righteous. In fact, the best stories are told in a way that let the events speak for themselves, as illustrated in they connect with the unspoken ties that make us human and help us relate to one another, no matter what community we are a part of.