How to Develop Your Business’ Story and Stand Out

As an entrepreneur, there’s one question you find yourself answering all the time. What’s your story? In a world full of physical and digital distractions, people want to know: why you? Why should they support you and your company over another entrepreneur doing the same venture? Your story, which inevitably becomes your company’s story, is the key component to building a successful brand.

Here are some tips to help you tell your company’s story.

Explain why your business matters.

You’re probably not the only person building a business in your industry. So what makes your venture stand out?

Today’s consumers want to understand your company’s values. According to research by Accenture, 63% of consumers prefer to purchase from purpose-driven brands. If you look at larger businesses, such as Nike, most do a good job at highlighting their core set of values and beliefs (e.g., Nike’s commercials with former NFL quarterback Colin Kaepernick and tennis superstar Serena Williams).

If you think about your company culture, your company’s product, and the people your company serves, you’ll be able to come up with a mission statement that answers the question of why your company matters and, essentially, deserves people’s support.

Be real, be yourself.

First impressions last. With that said, be authentic in telling your company’s story. Most consumers will never forget the first time they interacted with your brand. Let the first interaction be one that builds trust between you and your company’s support system. In your business narrative, be transparent but also highlight the qualities that make your company unique. Don’t be afraid to share any challenges you’ve faced — this may make consumers relate more to your brand and want to help you raise funds or build capital even more.

Be consistent in your messaging on- and offline.

A disorganized brand is a confusing brand. If the website is messy, or the logo doesn’t fit the theme and mood of the company, consumers will have a difficult time understanding your company’s mission and brand. Your company’s story should match across all platforms: logo, colors, slogan, web page, etc. Not to overuse Nike, but when you see the phrase “just do it,” you know it’s Nike. That’s intentional. That’s a part of its company story. That tells consumers everything they need to know about Nike’s company culture and attitude. When you put on a pair of Nikes, you have no choice but to “just do it,” whatever it is. You want to create messaging that can be used consistently to tell your company’s story and that consumers can share with others to spread awareness about your brand.

Make sure your team is on board.

When you’re not around, how does your team describe your business? Does everyone on your payroll know the story of how you got started? Your mission? Your vision? Making sure your team can effectively communicate your story is critical. More than how they memorize your story, pay attention to how your team responds to your story. If your story doesn’t inspire and motivate your team, it won’t move your customers.

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