It can be hard for small business owners to create a narrative around their brand, especially when they’re not clear about who they’re serving.
But unclear brand messaging can put a damper on your accomplishments and skills. It prevents your audience from building true connection and can hinder your business growth.
If this sounds like you, I’ve got news for you. You don’t need to be the next Jenna Kutcher to grow a thriving business. In fact, I’d argue that she’s an exception. What you need is a strong narrative that helps your ideal clients connect with your purpose.
Here’s how you can use the elements of storytelling to create a cohesive personal brand and business brand that positions you as your ideal client’s trusted partner.
What is storytelling and why is it important?
Our brain thinks linearly. We’re conditioned to thread elements together to grasp a concept. So as a brand, you want to present a story to become memorable.
Using storytelling as a brand messaging framework to present your brand puts you in context in your user’s mind, so they can better remember you and return to you.
The elements of storytelling for brand messaging
Your story has a beginning, a middle, and an end — this is called the story’s arc. In marketing, these would be the equivalent of the awareness, consideration, and decision stages.
First, they’re aware of having a problem — this is the beginning of the story. Next, they consider their options to solve the problem — aka the consideration stage. And finally, they take action — this is the decision stage.
Besides the arc, your story has a few different elements:
Character. As a service provider, your character is your audience. Confusing, right? What I mean by this is that you’re not the leading character in the story — your prospect is. If you take the protagonist’s place, you’ll confuse your prospects because they’re focused on their problem, not on you.
Conflict (or problem). This is what your prospect is going through as it relates to your service. Depending on what you do, there may be a villain, but that’s not always the case.
Guide. AKA you. As a service provider, you have a supportive role in helping your prospect achieve their goal.
Solution (or Plan). This is your service, the thing that’ll help your prospects go from point A to point B.
Transformation. Any good story involves a transformation — from where your prospect was before engaging with you (frustrated, overwhelmed, embarrassed, in pain…) to where they are once they achieve their objective (relieved, confident, inspired…).
Call to action. Finally, once you’ve established a clear arch from where your character starts to their achievement, it’s time to tell your prospects what they need to do to achieve the same.
Now, let’s explore how these elements convey your message and make your offer a must-have solution for your ideal clients.
Applying storytelling in your brand messaging
Alright, all that theory about storytelling sounds delightful, but what the heck do I do with it?
Here’s where it gets interesting. You want to develop your brand messaging around the elements of the story to achieve maximum impact. This is how you do that:
First, remember that your character is at the forefront. Their ultimate goal should clearly align with your service. Create a simple statement that helps connect the points in your prospect’s mind.
Try this template as a starting point:
I work with IDEAL CUSTOMERS to PROVIDE THIS SERVICE so that they can ACHIEVE THIS RESULT.
Here’s what it looks like:
I work with female founders to create growth strategies for their startups so that they can confidently scale and achieve a successful IPO.
Next, it’s time to highlight the problem or conflict your prospect is facing. This serves to establish a connection for them and demonstrate that you understand them.
Try this template as a starting point:
My client is working on this project, but her biggest problem is this obstacle. It prevents her from her goal. And she feels negative feelings.
Here’s what it looks like:
My client is working on self-publishing a book, but her biggest problem is that she has no idea how the logistics work. It prevents her from getting the word out about her first novel. And she feels frustrated to the point where she’s almost ready to give up on her dream.
Once you’ve established whom you work with and what you do, it’s time to show the transformation from point A to point B. What’ll happen if they don’t take action? On the flip side, what’ll happen if they do?
Try this template as a starting point:
If my ideal client doesn’t work with me, she will continue to face this challenge. On the flip side, once she works with me, she’ll feel these positive emotions. She’ll finally have a solution to your problem. And she’ll achieve a positive outcome.
Here’s what it looks like:
If my ideal client doesn’t work with me, she will stay stuck in a 9-5 because a location-independent business is just too hard to do on her own. On the flip side, once she works with me, she’ll feel confident in her skills and empowered to launch a business. She’ll finally have a strategic business plan she can implement immediately. And she’ll achieve the independence she’s been craving.
Final words
In brand messaging and marketing, there’s no room for ambiguity. You want your communications to be crystal clear from the start. This way, you’ll both attract your ideal clients and repel those who wouldn’t be a good fit.
Using storytelling in your messaging strategy gives you an easy framework to follow and gives your audience a clear view of who you are and what you’re about. If you’re ready to put yourself out there as an entrepreneur, book a consultation with me and together we’ll devise a strategy so you can show up authentically in your business and build the brand you’re dreaming of.
