The decision to rebrand your biz is often both exciting and overwhelming. While it seems like everyone around me is working on refreshing their brand image, there’s a few things you want to know before you do the same.
To many, Payless ShoeSource is the place for moms and low-income families to get cheap shoes. But for one day - under a new name and a fake brand created for this PR stunt - Payless became Palessi, the super-chic luxury shoe store only open to celebrities and fashion influencers. So, why did it work, and will the effect last long-term?
The key to making your website entertaining, educational, and engaging to read lies in incorporating just the right amount of brand personality to make it interesting. No matter who you’re writing to - whether it’s the CEO of a major corporation or a blue-collar warehouse employee - we’re all human and we want to be spoken to that way.
Disney has crafted the art of telling a powerful - even magical - story, and they know how to get people to buy, buy, buy. So, how do they do this? Here are a few elements you can implement to tell a story like Disney.
In a world where privacy and security is a growing concern, it’s difficult to know where to draw the line. So, how do you know what the right balance is? How do you share your story without having to share everything about yourself?
Your brand has a backstory, no matter where in the lifecycle it’s at. It’s that backstory that establishes the foundation for your brand story and tells your customer who you are and what you’re all about. Here’s how to write a captivating backstory that will provide the foundation for your brand and create a deeper connection with your audience.
Successful storytelling isn't just about keeping your mom awake when telling her about your day, it can also be used to help convince people to take a desired action.
The problem is, you're not going to be able to get anyone to take an action if your story isn't clear and intentional. There's a simple structure that will help every story you tell - whether it's in a blog post, on your service page, or to your mother - make a landing and be successful.
Storytelling is powerful because it allows you to put yourself in somebody else's shoes and see things from a different perspective than your own. Even though you may have something in common with someone, you have each experienced it in your own way.
We all have our own unique stories, backgrounds, and experiences. That's what makes us who we are and brings us closer together with those who resonate with them.
Today, the old strategies of bragging, over-promising, and pushing products are losing traction. Instead, as more consumers use ad blockers and ignore the ads they do see on a daily basis, marketers are turning to the tactics of effective storytelling to get their message across.
Storytelling brings your customer along on a journey to discover your brand - and therefore your product - rather than interrupts them. It also connects with them on a deeper level, making them more loyal and more willing to support you.
Beyond all that, storytelling shows the human side of your brand. Think about it; it's the oldest form of communication. Humans are built to tell stories and have been passing them from generation to generation for centuries. People buy from other people, so why wouldn't you personify your brand?
Your values make up who you are and what you're working to achieve while you're on this planet. They guide you through your decisions and act as a sort of barrier to make sure the work you do makes the kind of impact you want to see in the world.
If they aren't well-defined, it's impossible to find clarity in the decisions you make. You may find yourself working with the wrong clients, selling the wrong products, or simply making wrong decisions as a whole.
Having a brand without personality is like finding a shell on the beach. Sure, it's beautiful and you might want to look at it for a while - maybe even take it home - but, there's no living, breathing thing inside of it. Compare that to the experience of finding a shell with a hermit crab living inside of it, and suddenly you have a completely different experience.
As a business owner, you have all the power in deciding what your brand's personality looks like. While it can seem like an overwhelming responsibility at first, with the right strategy and tools in hand, it can turn into an exciting opportunity.
Creative entrepreneurs are particularly passionate about the work we do. Because it often comes from our hearts, we're keen on using our skills and talents to improve what we envision the world to be. But what if we're not sure what that looks like? What if you don't know why you do what you do?
I hate to break it to you, but being a creative entrepreneur without understanding your "why" statement is going to keep you both from doing your best work and getting the best customers.
If you truly want your ideal customer to connect with you and the story you have to tell about your brand, you need to have a basic understanding of why you do what you do. The basic process includes asking the right questions, writing down your thoughts and drafting a simple and clear "why" statement.
Before I started my freelance marketing and branding business, I knew I wanted to start something.
There was a period of time in high school when people would ask me, "what do you want to do with your life?" and I would answer with, "be a CEO." Their faces would light up and they would follow up with, "oh, how incredible! Of what company?"
I would shrug, "I don't know, I just want to be a boss."
Since then, I've come up with more business ideas than I can keep track of. For each and every one of my many ideas, one thought always came to me: "What makes this idea so different from all the other companies out there doing exactly the same thing?"
Establishing your brand story can sometimes feel a little bit like an awkward conversation with a stranger. As you sit down to think about who you are and what you'd like to accomplish as a business, it's easy to get overwhelmed and lost in the abstract question that is, "who the hell am I?"