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  • Writer's pictureAmy Neilson

4 Things To Consider In Building Your Brand Story

What Does Building A Brand Story Really Mean & Why Should You Bother?

It can sound and seem a bit indulgent. Why not just ask customer to buy? Well, because that's like asking someone to marry you before you ask them on a date. They'll in the best case scenario likely say 'no thanks' and in the worst case scenario walk off thinking you're an absolute weirdo never wanted to see you or have anything to do with your brand ever again.

Instead you need to lead customers on a charismatic, compelling and tantalising story of why they need you in their lives. Are you going to make their mornings better than ever (coffee shop), fuel their adventures (a burger on a cycle trail...) or their Sunday afternoons absolutely deliciously full of warm fussy feelings and great conversation (wine brands.... I'm looking at you).

Experiential lifestyle shoot for Quartz Reef with Food Stories to sell the dream.

1. Make It Clear & Easy

Even I am a shocker for this. Talking about what you're up to, your family history, what coffee you're drinking or your brands pet dog. That's great. But too much of this messaging can get confusing. Remember your key messages, what you are selling and why customers should care and remind them regularly. Not in a 'salesy' fashion, but make it clear.

In my business for example, it's far clearer for me to tell you that I can help you 'make your business fly' with 'easy, simple, trusted marketing that works'. I opt for this rather than telling you the back story of how I started my working life as a shot girl in Tiger Tiger in Portsmouth surrounded by blokes in the navy (yes, really) that taught me how to be a bloody hardy sales person. A great story - perhaps one for over a wine one day - but not relevant to most of you and marketing your business.

Note the clear call to action below, below key messaging of what is on offer...

2. Make Your Customer The Hero

This comes as news to many brands - especially owner operators who have a huge vested interest and passion about what they do. It is ALL about the customer. It is not about you. Following on from the previous point - it is brilliant news that you have been operating for 25 years, it's been hard work and you have lots and lots of awards. All these factors can go into building trust, absolutely. But, it doesn't make your customer the hero of the story, it makes you the hero and here in lies the problem.

Customers are looking for brands to help them. To help them look good, feel good, solve a problem (more on that in a minute). What are you offering them? What are you really offering them? Rather than focussing on yourself and your credentials tell them clearly what it is you can offer them that competitors can't. Lead them through a journey of how you are going to make THEIR lives better. Focus on their enjoyment of what you're selling, an emotional feeling you can offer them, a problem you can fix for them or even the cost of not doing business with you - what could they be missing out on?

Christine Wardell (below) crafts clothes and dressy to help you feel confident, made in NZ which makes you feel extra good about buying her awesome designs, which needs to be the selling point of her brand - yes the business has been going over 25 years but this is a secondary point to build trust. Not the key message.

3. Lead The Way

Customers don't want to have to work hard on working out how, why or what the process is to work with you or buy from you. Don't leave them in the dark, make them burn extra calories thinking or leave them feeling confused. Clear websites, with clean and clear call to action buttons and a simply 'buying' process to lead them to do business with you.

They want a guide and they want it to be easy. As soon as you make websites too detailed, too confusing or text too small, you've lost them. If you want customers to 'Buy Now' or 'Add To Cart' tell them that. Along the same vein leave them an epic and captivating trail of bread crumbs to get them where they want to go. Turn up where they are - on social media, in their inbox, at the right time - be there where and when they want you. If you don't turn up, someone else will.

Note the clear call to action to 'Get In Touch' in nice bright orange on Scott Ede Design's website below. You can't miss it. Perfectly placed below a nice reminder of what's on offer.

4. Solve Their Problems

Marketing 101 is 'meeting a customers needs'. All customers have needs that have to be fulfilled. If they didn't, none of us would be in business. This often means they might have a problem that needs resolving. They might not know this yet and this is where education comes in. There are lots of problems in the world, so have a think and focus in on some of the problems that your customer (and potential customers) might face, that you can solve.

The problem might be in their own little world; no time (buy online in seconds), bad wine (delicious wine from local vineyards), no knowledge of social media (engaging social media campaigns to grow your sales). The problem might be more philosophical; mass production (sustainable NZ made products), huge food companies with misleading messaging (buy local & sustainable produce) or environmental degradation (organic & regenerative practices).

Has this made you think? How could you change your brand story?

That was a bit of a deep dive so well done if you've read this far haha. Any questions, drop me a line to or follow us @centralmarketingco on instagram for more tips and behind the scenes action.

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