Sourced from Forbes
One of the most important activities for a startup to engage in is branding. Developing a strong voice and presence that potential customers can associate with your company is critical to earning their trust – and therefore, their business.
The idea behind branding is to create a clear, consistent message across every customer touchpoint, whether it’s your logo, website design, social media posts or marketing materials. But this is often easier said than done, especially for a new company that’s still finding its identity.
We asked 17 members of the Forbes Agency Council to share their most effective tip for young brands to develop, build and disseminate their story.
1. Encourage Employees To Be Evangelists
In many ways, the power of your brand is in the hands of your employees. Their experience with your business is how they will perceive and articulate who you are. Engaged employees can be powerful brand ambassadors. People relate to people, and your employee stories can serve as a powerful tool to not only build your employer brand but also to create positive associations with your consumer brand. – Nicole Dorskind, ThirtyThree
2. Write Like You Speak
If you really want someone to connect with your brand, then you need to convince them that your intentions are genuine. The best way to do this is to give your brand a real voice – your actual voice. Stop outsourcing this incredibly crucial element to people who don’t live and breathe your brand. Tell your story in your own voice, not how you think someone wants to hear or read it. – Vinny La Barbera, imFORZA
3. Start With Why
If your stories are not articulating your why, then they are merely entertainment. Why-based stories compel the right individuals toward your brand and people so they find you irresistible. – Randy Shattuck, The Shattuck Group
4. Focus On One Angle That Truly Resonates
I often see young companies attempt to stuff every angle, every nuanced feature, every product benefit or attribute into their story. It’s too much. Brands should not be all things to all people – they need to find that one thing that emotionally resonates with their audience. Then, stick to it. Give it time to resonate and grow. – Starr Million Baker, INK
5. Highlight The Problem Your Business Solves
Young brands must cut through the clutter and competition, so first and foremost, share real stories that highlight the problem the business solves. Be clear and simple about how the brand solution benefits others. Do not lose sight of the purpose. Find more stories and repeat, and then repeat again. – Brian Walker, AE Marketing Group
6. Talk About Your Own Frustrations
The most memorable stories have emotional resonance, which requires an obstacle to overcome. Too many brands jump directly to their solution and leave out the most important part: the agony of letting this particular issue go unaddressed. Talk about the personal challenge to highlight your passion for the hard work ahead. That’s a story your audience won’t forget. – Michelle Pittman, JConnelly
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