Crafting Your Business Story
And Why it Matters
More than just a logo or colors, you need a brand. A brand will tell your story to potential customers through all the mediums you choose. A brand helps you become recognized by customers and chosen because you are producing consistent, lasting impressions in their minds.
Your brand is the single most important
investment you can make in your business.
-Steve Forbes
Your Brand
Successful branding is telling a story that influences the emotions of your customer. When you can tell your customers in a few words exactly why your business is the best choice for them, you’ve got your brand. Sound simple?
Actually, a lot of companies find it difficult to distill what they do, who they do it for, and why they do it, into a short phrase. They seem lost in a cloud of details and impressions whenever they attempt to articulate their brand, and this confusion represents a huge lost opportunity. Why? The clear story that a good brand communicates is extremely valuable.
Branding allows you to build relationships with your audience which can eventually turn them into loyal customers. Simply put, if you improve your brand, you will improve your sales.
Key Steps to Create a Brand
1. Understanding You
It may sound oversimplified, but the first step in creating a brand is understanding you. Can you easily answer the following?
- Why does your company exist?
- What are the problems you solve for your customers?
- What is the experience you want customers to have as they work with your company?
- How do you tell them what to expect? What is your message?
These questions and more are critical to ask and understand as we begin to understand and develop the identity of your company. During this analysis, you may realize you have internal processes or policies that need to be improved because of the brand you want to build. We look at competitors and research the market to begin to build your branding identity.
2. Your Customer
The next step in crafting your business story is understanding your customer. Who is your ideal client? Define the common questions you answer or problem you solve for clients. As we better understand your ideal client, we can better position you as a brand that they will trust.
You can have the best identity and the slickest marketing system, but if customers don’t trust you, you won’t have their business. Trust is built through both your message and the way you deliver on that message. Communicate how you intend to solve their problem, and then do it when they ask. This will build your brand.
Most customers are busy and look for a solution only when they face a problem. In this search, they prioritize finding someone to trust. Positioning your company as the problem solver, not the hero, will gain you their trust and their business.
3. Your Communication
This is the final key in business story telling. After understanding who you are and who the ideal customer is with whom you need to build trust, the final piece is this: How do you tell the story? How will you deliver it? What impression do you want to leave?
Craft & Cloud Marketing has the team and skills to build the “HOW” of your story. We are careful to implement your brand in ways that you’re comfortable with and that speak your language.
Implementing a consistent message across your ads, brochures, website, and promotional materials is critical to telling your story in a way that builds trust. Craft & Cloud Marketing can help you get it done.