Every brand has a story

What’s The Story Behind Your Brand?


In this post I talk about the importance of conveying your story in everything you do, building relationships and connecting on a deeper level. I tell my story on exactly what led to this post and how it can help you understand the importance of storytelling.

The Story Behind This Post

A couple of weeks ago I found an envelope from my friend Sheryl Loch. Sheryl knows I’m a superhero geek so when she and hubby Brad West ran across an old Batman novelty credit card, she know I’d love to have it. Sheryl could have easily dropped the card into an envelope and sent it on its way and I would have loved getting it. Sheryl, however, knows the value of a story and took the time to send a letter with it that explained how they came by the Batman credit card and the back story of how the Batman Credit Card came to be.

Why a Story?

Storytelling is the game. It’s what we all do. It’s why Nike is Nike, it’s why Apple is Apple, it’s why Walt Disney built Disney World and it’s why Vince McMahon makes a billion dollars. ~ Gary Vaynerchuk Tweet This

Connection – plain and simple. If you want to connect on a level beyond features and statistics, tell the story behind it. How did you come to create the product? How did the product solve a problem for you? Be specific with your story, which makes it all the more interesting.

Interviewing someone for your blog? How did you meet? What is the story behind this person that made you want to interview them? Go beyond the introduction or “bio” and get personal if it makes sense to do so. Draw in the reader/viewer/listener with an interesting story unique to them that others can relate to.

Whenever you have a message you want to share, a new tool you want to share, a hot tip you want to pass along… tell a story that will show others why you think it is worthy of sharing. Every story you tell adds to your overall brand message and helps others get to know you and your brand on a more intimate level. Don’t let your story end at your “About” page, you are far more interesting than that.

The Difference Between Details and a Story

I’m in the market right now to purchase a couple of interior cameras for my new studio. I want to make a decision now while I have an open wall for easy wiring. Obviously, I need to know what wires to run. Do I need power in the form of an 110V outlet or some type of transformed low voltage source? Do I need to run coax cable? I have no idea because I’ve never installed these types of cameras before. BTW, you’d be surprised at how many products are being sold online with none of this information because they are assuming a contractor is doing the work.

Anyway, I decided to go with Dropcam. Why? Not because they provided me with the details I was searching for but because I ran across story after story of users using Dropcams and that sold me. Check out this video with Greg Duffy, CEO and Founder of Dropcam, and pay attention to the “story” behind the small company. That story helps build trust and connection. I’ll pay a little more for Dropcam’s complete solution rather that find an imported product sold via eBay or Amazon and hope for the best once the product arrives. The story sold me on Dropcam.

Outside Channels

Most brands can benefit from the story telling that outside channels can provide. Sites like Instagram, Vine and Twitter are fantastic platforms to use to show a “behind the scenes” view of your brand and deepen the connection you’ve build with your followers, advocates and ambassadors.

Sites like Facebook, YouTube and Google Plus are perfect for diving into an even deeper version of your storytelling. YouTube videos, audio podcasts, and even live events; all storytelling opportunities.

Be Real and Be Honest

People relate with real stories so you put everything at risk by fabricating something in an effort to be more interesting. Don’t stretch the true because you think your story is boring. If it’s boring, limit or omit the story. I’m certainly not suggesting we bore the pants off everyone that visits our blog; we don’t want to bore everyone with unwanted details.

I love audio books and know they can help others so when it comes time to share that, I understand that few would be interested in the fact that I’m listening to a book for at least thirty minutes before I go to bed. I do think people interested in audio books might be interested in how I’ve managed to listen to over a dozen books in just two months and others might be interested in what titles I’ve listened to. It comes down to knowing your market whether that’s a customer, visitor, reader, viewer, or whatever. Be interesting and go beyond the basics by allowing a little glimpse of the story.

Storytelling Takeaway / Recap

Marketers love to say, “Sell benefits not features“. That because features don’t sell, people buy answers to their problems. Allow your story to answer those solutions. You can use this human method of influence whether you’re selling magnetic widgets or offering your best advice in the form of an ebook or blog post – tell your story.

What’s Your Story

Feel free to leave a comment or question below BUT I thought it would be fun to share OUR stories below. Pick a topic or subject you are passionate about and put it into story format. Make me want to learn more. Make us want to buy. Use your story to draw us into your web of influence. No pressure, just be amazing. lol Once you share your story below, I’d appreciate you sharing it with your tribe. 🙂

Mentioned in the Audioblog:

Joe Sugarman | His About.me Page