How to Create a Brand Story that Connects!

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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:

#1

Who are you? How do you want to be seen?

#2

Who do you serve? Do you know them intimately? What problem are you solving for them?

#3

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:

  • Heartache

  • Love

  • Loss

  • Worthiness

  • Victories

  • Resilience

  • Hope

  • Faith

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!

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I had this crazy idea a few years back. "What if..." I thought to myself. "What if we threw a women's conference that focused on making women feel strong and powerful and inspired to pursue their dreams." That first year of @letsrise.co 223 women showed up-- and I went $42,000 in debt because I had NO idea how much a conference would cost. I didn't know how to make it a business BUT I knew how to create an experience that sparked change and empowerment in attendees. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ The next year 800 women showed up. I've never felt anything like that in my life. The air was electric and powerful and so much freaking fun! Last summer we made a documentary about #RiseWknd so anyone in North America could experience it for the cost of a movie ticket-- 200K+ came out. A couple months back we put tickets on sale for our 2019 event in Minneapolis for 3,800 seats and I prayed for weeks "Lord, please don't let me be wrong about the number of people who will show up-- we can't afford to be wrong!" ⠀⠀⠀⠀⠀⠀⠀⠀⠀ YOU guys showed up for us again that morning. Minneapolis sold out all 3,800 seats in 27 minutes! We were numb with shock, then ECSTATIC and so proud to have built something our audience loved... Then we started getting emails and DM's and calls... people were so upset. They'd saved all year to go to RISE and weren't able to get tickets in time. We made an impulse decision straight from our heart: We'll throw another one! We picked the only other weekend in summer that I didn't have an obligation. That last minute decision meant another huge financial investment and a different city: Dallas, TX (or a suburb of it anyway) will be hosting us July 18-20 and tickets go on sale on MONDAY at 12 PM Central time. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 7,000 seats. 7,000 women. 7,000 dreams and goals and scars and hopes and stories to share. 7,000 ladies jumping up and down to Beyonce and N'Sync and Taylor Swift. This is gonna be epic! This is gonna be atomic! Tickets go on sale Monday TAG your squad below! {link in my bio for more details}

A post shared by Rachel Hollis (@msrachelhollis) on

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.