This week, I was invited to speak at SIMS, a MeetUp for internet marketers to come together and talk strategy. After my presentation (about Conversion Rate Optimisation, of course!) we opened up the floor for a live analysis of a website and then a more general discussion about Digital Marketing.
(credit: R Cheesley)
As you’d expect from an open forum, we covered loads, but what struck me (apart from my nerves!) was that the room really grasped the importance of brand storytelling. We covered the basics of a ‘good’ homepage – including the presence of a company logo, which led to an interesting point about echoing the logo’s style through a website’s aesthetics, branding guidelines, and then what it means to communicate who you are as a business: How to tell a story.
What is a brand story?
Ok, this goes way beyond just the content on your website, or what you use in your marketing material. It’s not just copy, it’s not just the facts, it’s the feelings and emotions you have about your business that you want others to share and believe. It’s the building block on which you should shape your business. It’s a way to show how you differ from the competition, why your offering should be valued higher, and why you’re a great choice for your audience.
Writing a great brand story
Although I’ve harped on about being individual and showing why you’re different, there are some best practices you should follow when creating your brand’s story:
Be Honest
That’s not to say you can’t be creative, but truth and transparency should be your priority.
Use Brand Pers