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At Dominion Blue, our story started in 1912 with an ad featured in the city directory. It was one of eight companies involved in blueprints. We were located in the Bank of Hamilton Building at 432 Hamilton Street. Our focus was simple, offer what architects, engineers, contractors, the government and businesses wanted; preeminent quality large format Maps, Blueprints, Brown Line, and Blue Line Prints.
It was not a splashy opening, but it was honest. Our "can-do," "just-works" and our clients soon realized that we were ultimately providing print solutions that helped them to succeed. By hearing our story and knowing why we do what we do, they quickly discovered that we understood their needs.
A lot has changed since then. Of course, our state-of-the-art digital printing equipment and the breadth of our product and services offer is immense in comparison. But one thing has not changed; we've been building trust with our clients ever since that day and won't stop until we either meet or exceed each one’s expectations.
Knowing how to tell your business story needs to be a crucial part of your operations. A brand story has a strategic purpose aimed towards drawing people in. To perfect your story, try the following tips, and when you're ready give us a call because print can help bring it alive in many ways.
To perfect your story, try the following tips:
#1: Set The Parameters
Your business story should be engaging. But if it doesn’t have a clear focus, you’ll quickly lose the attention of consumers. Establish context right off the bat.
To start your brand story, answer the following questions:
Parameters will help you develop an engaging story that makes sense to your audience. Set the scene so that consumers know exactly what you’re talking about. Most importantly, establish why you’re telling them this story. This will guide the audience through the narrative and hook them all the way to the end.
#2: Be Authentic
Authentic storytelling is key to gaining consumer trust. Don’t try to fool your audience with an over-the-top tale. Customers know when you try to pull a fast one on them, and they don’t appreciate it.
Your business’s story doesn’t need to be elaborate. In fact, if your business doesn’t have an earth-shattering history, your story shouldn’t try to create one. A genuine narrative is more likely to connect with consumers than one without a shred of truth.
Transparency celebrates your uniqueness and acknowledges the human aspect of your brand. Recognize that things are not always easy by showing your own challenges and failures. This creates an emotional connection, as well as reveals admiral characteristics, like innovation and resilience.
You might want to take an “open book” approach to communicating with customers. Explain how things are made/done at your business. For example, you might use all local ingredients at your restaurant. Use these details to create an interesting story.
#3: Have A Clear Outcome
A great business story leaves your audience with something. What lesson was learned in the story, and what should consumers learn from hearing it?
Business stories should have a clear outcome. Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand.
Here’s another story for you: In the late eighties, my partner and I wanted to write software, but we were not sure about the niche we should pursue. After doing tons of research in the phonebook and at the library (there was no internet back then), we learned that employment agencies had a desperate need for a recruiting network solution. Over thirty years after launching our startup, Top Echelon’s recruiting network has hundreds of recruiting firms and millions of candidates, which helps hiring professionals make more placements.
The story gives an idea of who we are and where we come from. The outcome sparks confidence in our offerings and values. You can use your business’s real-life outcomes to convey a message to your customers.
#4: Be Consistent
A disorganized brand story leaves customers confused and uninterested. Make sure your brand is consistent across all communication channels. Use the same colors, logo, and slogan for digital and print marketing materials. The repetition of images and verbiage associated with your business creates brand awareness.
You need to be consistent when speaking about your brand. Business storytelling takes practice. Know the story inside and out before presenting it to customers. This will help you tell the story naturally.
#5: Get Customers Involved
Use business storytelling to strike an emotional connection with customers. Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable.
People like to be a part of stories. Your customers can be characters in your brand. Come up with ways to get your audience involved.
For example, Patriot Software reached out to some of our customers to hear their startup stories. Black Sheep Boutique and Lamplighter Brewing Co. were among several companies featured in business storytelling examples on our blog. Showcasing these businesses directly linked our customers to a part of our story.
Telling the story of your brand is an ongoing process. Each day, your business grows, shifts, and adds new chapters to its story. Make business storytelling an essential part of your operations to attract and retain customers.
Source: Forbes / Written By: Mike Kappel
Marketing often gets thrown on the back burner because it feels like time away from your business.
You’re happiest when you’re talking to your audience directly.
You’re telling them all about a product, service, or cause that you care about — and there’s a level of connection there that marketing can’t touch.
Or so you think.
It’s true — there’s plenty of yawn-inducing marketing material out there that makes you wonder if the writer herself was asleep at the keyboard.
But your business can do better than that. You can share something with your audience that awakens their attention, evokes emotion, and fosters ironclad loyalty..
Can storytelling really do all that?
Stories are the seeds of connection. They have staying power — think back to all the stories you can still remember from your early childhood.
And they’re more important than ever as a way to stand out from your competition.
Here are a few things storytelling can do for your business:
How can you start incorporating storytelling in your business?
Once you start to see the benefits of storytelling for your business, you’ll start wondering how you can start using it right away.
Luckily, you have plenty of outlets at your disposal. Your website, your signage, brochures, and printed communications, email and direct mail, your blog, social channels, presentation centres, and so much more.
When you're ready to start planning it all out give us a call and through our Print with Insight Program you'll be turning heads your way in no time.
Source: Constant Contact / Written By: Miranda Paquet