There is no better time than in the current Covid-19 pandemic to tell your brand story. Some of us may have found it a challenge to do this in the pre Covid days but now, during these strange and uncertain times, we all have a story to tell. Even better, we can all relate to one another’s stories about how we survived the Covid-19 pandemic.
But what is a brand story? Well, it’s all the interesting stuff about your business but told in a way that speaks to your customers. It’s those great behind-the scene stories which explain why your product or service was invented. It’s the narrative behind the ideologies and culture and values which gives your brand it’s unique identity. If told well, you will hold your customers in the palm of your hand.
Stories speak to the heart of everyone. They tap into our deepest emotions – desires, insecurities and expectations. Your customers will remember you by your brand’s story so be authentic and tell it well.
Social media is the perfect storytelling platform, especially during Covid-19 when people are online and zoned into their timelines more than ever before. You are probably wondering how to tell your brand’s story in limited character counts and bite-sized posts, but this is exactly what makes social platforms the best space for them. The only challenge is to keep the narrative short, sweet and engaging.
These 5 tips will help you tell your brand’s pandemic narrative on social media and attract customers:
1. Your story should set you apart
In a time when every brand and every business has something to say on social media, your story better stand out. Tell it in a way that is both authentic and relatable so that your potential customers immediately connect to it when they come across it. Oh, and by the way, you will need a whole strategy put in place behind the scenes so that your story ends up where your customers are looking read here about developing a marketing strategy in the time of Corona.
2. Find your brand’s voice
Give your brand a voice or what we like to call “verbal branding”. Just be sure that this voice is one that your customers like and understand. By all means, do funky-speak but only if you are wanting to attract the type of person who fits into the funky persona. Definitely don’t do the funky chicken just because you like it. What if your potential customer is a 60-year old male CEO? Then speak his language when telling your brand story.
3. Create customer personas
Quite literally develop a character either on paper or in your head – something like creating an avatar and giving it a personality. Now you have someone to tell your story to. Tailor your story’s tone – informal and fun, caring and sentimental, formal and serious – to appeal to your different customers’ personality traits. This goes hand-in-hand with finding your brand’s voice in point 2. You see, once you have a visual idea of the person you are telling your story to, is the moment you are able to engage with them and get their complete buy-in.
4. Start your story with a question
You don’t have to do this but it’s an easy way for you to keep coming up with snippet-sized stories that will engage your potential customers on the social platforms. In other words, ask questions relating to the pandemic and provide authentic, relatable solutions in your answers. Then use each question and solution as a post on social media to tell your story “chapter by chapter”, day by day. Your post should be accompanied by something visual which adds to the story – it could be an image or an easy-to-understand infographic or even a short and informative video. The types of questions you could ask are: How did lockdown affect you? Or, what has been your lockdown lesson? And in your answers always provide a solution which only your product or service offers and the solution should be told narratively. Here’s an example:
How has lockdown affected your business? Here at The Digital Alliance we lost a number of our retainer clients and realised we were going about our marketing the wrong way during the pandemic when the majority of people were doing everything online from the comfort of their homes in lockdown. This is when we developed our modular marketing service, which is an affordable and quick-to-implement solution for small businesses.
5. Tie your story to something meaningful
A clever way of doing this is by highlighting the benefits your brand offers and how they help people in a meaningful and honest way. For example: A hairdresser who is now offering a mobile service can tell the story of how she has made life much easier for the elderly in her community by taking her hairdressing service to where they live, which means they don’t miss out on being pampered and feeling good during lockdown. People need to connect with meaningful, heart-warming stories, especially in times of crisis. We like to think in business our brains rule our hearts but really this isn’t true. Our emotions dictate our decisions. Get your potential customers to feel something about your brand by sharing your most heartfelt and human stories.
To quote Margaret Atwood, one of the literary world’s most captivating storytellers, who wrote The Handmaid’s Tale – “You’re never going to kill storytelling, because it’s built in the human plan. We come with it.”
And when all is said and done, in business we are still all human beings just wanting to relate to someone else’s story.
If you need help from people who are in the business of telling brand stories and putting them to work for your business, contact us about all the ways we can do this for you.