Storytelling is the ultimate way to build trust in your brand. Telling a story brings back memories of sitting at the knee of your elder and hearing their wisdom. It pulls on heartstrings and emotions. Using storytelling in your marketing efforts allows you to take your brand to the next level. Don’t let the skeptics deter you. You can build trust in your brand just by telling a story. And you can do it in five easy steps.
1. Tell A Complete Story
The most effective stories have a beginning, middle and end. Determine what story you want to use in your marketing effort. Try to choose a meaningful story that sparks your customer’s emotions. Be truthful. Don’t tell a story about how you started the business in a single office building when you actually began the business in the spare room of your house. Do forget that good stories always have a takeaway; even your grandparent’s stories had one.
2. Get Personal
Some of the best stories you can tell will be about how you started the business, what motivated you and other events that happened in the early days of your business. These memories help your customers to identify with your business and its owner. It makes your business seem more real and personal. It’s not just a facade.
3. Add Personality
Customers want quirkiness and personality. They want to buy from a person, just like their grandparents did. You can use language and vocabulary to put a piece of yourself into each story. Of course, the story behind the beginning of your business, including the decisions you made and why you made them, is part of your personality. These are always good stories to tell, even if you do not believe it is a fascinating story. When you give a little bit of yourself, your customers will reward you handsomely. Personality adds a human touch to your marketing efforts. People want to deal with people, not a brick building.
4. Connect with Customers
Don’t hold back. Connect with your customers. Once you have completed steps one thru three, this step will seem less daunting. This is the step where you reap the benefits of the previous three. Use social media and coupons to balance your other marketing. Man your shop with friendly staff. The story will make people believe in you and in your brand; the instant connection evolving from the story will involve emotional and instinctual ties to the brand.
5. Deliver on Promises
Whatever you promise in the story and any of your marketing efforts, you must be able to deliver. Once you deliver, you have completed the final step in the trust building efforts of your content marketing and/or integrated marketing efforts. Trust will develop from this final action. Never, ever promise something you cannot deliver; it damages the reputation of your brand. For example, you tell a story saying your motivation for starting the company was the desire to make eco-friendly shoes easier to find. If you do not actually sell ecofriendly shoes, the story will be ineffective. So, make sure your brand story is on target. Otherwise, you have more bad publicity than good from the using the brand story in the marketing efforts.
That’s how you can use compelling brand stories to put trust in your brand. Continue to repeat all five steps to maintain the trust in your brand and reap the benefits from the connection with your customers. In just five easy steps, you go from crafting stories to reaping the benefits of connecting and keeping promises with your customers.