I wrote recently about writing blog posts that aim for your readers’ hearts. Not only is this a great way to build empathy and trust, it also makes you more human. By making yourself more human, you humanize your brand at the same time.
What does it mean to humanize a brand?
To humanize a brand is to bring it down to earth and animate it. AllState does this well with “You’re in Good Hands.” They focus on customer service and how well you will be treated. By putting the emphasis on the people behind the brand, the brand itself becomes more accessible, more human.
How Can Storytelling do This?
Your potential customers are all basically people just like you. By sharing the steps taken to establish a business, you show that without you it could not have happened. This makes it easier for prospects to put themselves in your shoes.
When I say steps, I don’t mean: “First I made some fliers, then I got some testimonials, blah blah blah…” What I’m talking about is the real story behind your brand. Are you selling information products to put your kids through school? Did you grow up with a deaf sister so you wanted to create an easier way for families to learn sign language together? It is the emotional reason behind your business that makes a good story.
What Sort of Story Should I Tell?
First and foremost, your story should be true. Under no circumstances should any part of your story be fictional. Not only is it wrong to pull falsely at people’s heartstrings, you can’t hide anything on the internet. If you make up some story about needing money for your dying child’s last wish to go to Disneyland, someone is bound to Google you and discover that you are 17 and live with your father and his new girlfriend, Roxy.
The branding stories that really stick are those that are original and relate-able. Nearly everyone has lost someone they know to cancer, we are almost all concerned with the education of children…these are universal concerns that will help prospects to connect to you and, consequently, to your brand.
Words of Warning
Don’t lay it on too thick. If you go too far, your story will fall a bit out of key and prospects will feel manipulated. Your story must be sincere and one in which you believe. Share your real feelings, your real ambitions. There is always a slight risk involved with making your business personal. However, you must be willing to take a few risks if you are going to firmly establish a trusted brand.
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cute site. i liked the featured pink bunny slippers on top. the look fuzzy and comfty. btw, brand stories are also good as a marketing tool, stories should be easy to relate to and not too soap-operatic.
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Very informative article.Thanks for this.
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“It is the emotional reason behind your business that makes a good story.”
Totally agree with this. We fail to realise that alot of our decisions is based on emotions and if you could get your customers to connect in an emotional level, you will gain their trust
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Minister Gordon Brown’s grilling by senior MPs on the Commons liaison committee. hat they do to rude people in France
This is such a great post because most people do not realize how important it is to humanize your business. Reading about how a company came to be, the people involved, and the company’s mission are all things that will attract new clients or customers to your business. I believe that it is an excellent marketing tool that is often under utilized. Thanks for reminding all of us of about how useful it can be as a branding tool!
To use a storytelling as a method for blogging is one of the best ideas there is. For me, i always use an interesting ways to tell a story. And i get a good feedback from my readers. Try not to tell story only about yourself. Make it wider in perspective. Find a story from a good source and make an interesting way to tell it. This surely will please all the readers.
This is a very informative post. thanks. I have a question for you: have you left the 9 to 5 life yet? Or is that just a goal?
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I was hoping I’d find a new post on your blog, but hopefully we’ll hear from you soon. You make some good points in ‘Storytelling as a branding tool,’ I agree that nothing can substitute for being genuine and willing to take the risk that this vulnerability obviously brings.
Very good point/ I think most of us who have gotton involve with online businesses have a good story to tell-just keep it honest.
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Very great points. Real-life examples is a great way to get branded.
Great post Sara, i think people respond so much more to an emotive subject and a forthright brand. I am always telling my clients to be as honest as possible with their users as it build respect and trust… and in the long run increased ROI and a community that will video them selfs with their fav product.
Great stuff..
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Interesting post — and good advice too. It’s good to be a bit personal, but also not to go too far.