Perhaps a by-virtue of the speed of today’s world is we don’t have time for the not-so-stellar brand messages and stories.
Even for our small, creative biz brand messages.
Let me explain: It’s those rich, poetic Super Bowl commercials that make us pause and talk all Monday. Right? The authentic food industry leaders going against the grain that are making market waves. The fitness tracker companies that meet us where we are and model achievable health that got a generation obsessed with counting steps.
Business messaging that digs past the external problems and taps into and solves our deeper, psychological needs, crafts sustainable communities. Those are the brands brick-by-brick earning our loyalty.
Why cast a vision and copywrite a story that taps into your audience’s deeper needs?
Well, simply being unique? It doesn’t have the market sheen it used to. There are a gazillion calligraphers, wedding photographers, and wedding planners.
Nowadays, storytelling through business merits the truest opportunity to whisper to your tribe. A good story grows trust, authentically amplifies strengths, and builds brand momentum. Simply put, purchase power is a way of saying “when your story aligns with my worldview, we have something to discuss.”
Take a look at these examples:
- SquareSpace gives permission for creative entrepreneurs to delve into their passions.
- Nike deems that “if you have a body, you are an athlete.”
- Coca-Cola tells that twisting a top puts us one step closer to tasting happiness.
- Lilly Pulitzer style whisks traffic-logged women around the world out of concrete towns and over to preppy boardwalks and resorts for a mini-vacation.
- J. Crew promises women and men an effortless, cool, artful on-the-go lifestyle.
Powerful story? It triggers an action. An investment.
How do you tell your creative business brand’s vision and story authentically?
Here are five tips to get you started on weaving storytelling into your brand messaging:
- Use powerful copywriting and imagery equally and in tandem on all your brand touchpoints. Give your audience the sensory opportunity to feel, see, and experience your brand through tangible and intangible: think client gifts, curated photography on your website, and poetic, imagery-driven copy.
- Be consistent in wording and imagery. It’s the quickest way to build trust. From your Instagram feed to your packaging, stay consistant!
- Recognize that like it or not, your brand’s story is already out there (“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is,” Scott Cook says.) — lean into the conversation and meet fans of your small business where they are.
- Speak to the innate part of humanity that wants to make a difference through our purchases.
- Edit, edit, edit: Clarity attracts, confusion doesn’t!
We don’t want more stuff. Truly, we want more hope. Storytelling communicates this, and is a fantastic way to craft your vision and messaging.
Got your creativepreneur story nailed down, and ready to start pitching your brand?
Download my FREE DIY PR Pitching Guide here:
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