Using Storytelling to Position Your Brand Like a Pro (pt 2)
This is part 2 of 4 on Using Storytelling to Position Your Brand Like a Pro. In part one, I gave you the breakdown on how your brand fits in to story structure (no English minor required!) and outlined how to write your brand’s origin story.
If you missed Part 1 (or want a refresher), you can read it on substack here.
Now, we’re talking Brand Values - often these end up as bullet points on a PowerPoint slide, framed in the break room, or just shoved in the back of your head. BUT sharing your brand values with your customers can be incredibly powerful for creating connection with your audience, and building brand loyalty!
Brand Values:
Where it shows up in your content: On your website as a “Brand Values” page, in snippets in social media posts, interviews about your business, features in industry content.
Brand values can take a few different forms (most commonly single words or a short sentence), and can be extremely powerful connection points for customers. One of the strongest examples of this is sustainability. Consumers generally react positively to sustainability initiatives and often go out of their way to support brands who have sustainability as part of their values and initiatives. (Big old caution sign here - don’t create your brand values based on what you think your audience wants to hear. Create them based on what you actually care about and believe. People will see though values that aren’t aligned with your actions and you’ll lose your audience's trust).
Friction: What, no opening?! The only opening you need it an introduction to the friction that created the belief you’re sharing. If you offer all natural beauty products and one of your values is transparency, your story starts with your frustration at the lack of transparency in chemicals in the makeup you were finding at the store.
Resolution: How does your business address or incorporate these values? For example, if you’re in a packaging heavy industry but value sustainability (i.e. shipping product), are you only using recyclable materials? You can also enhance the impact of your brand value story by talking about how you are continuing to incorporate your values moving forward. Share upcoming projects or visions to further live your values. Talking about the future will encourage customer loyalty, and show (rather than just tell) that you’re sharing authentically!
Next, I’ll walk you through a reason for being story - these are mini stories perfect for products (especially extensions), founders, and other opportunities where stories will resonate.