In today’s crowded marketplace, brand names float around consumers at such a density that they all start to blend together. If you want to stand out, you have to build feelings of real connection with your audience. By weaving compelling narratives into your core branding, you become more than just another name.
Take a Step Back
Sometimes, we get so caught up in the day-to-day work that we forget our “why.” Think back to why you started your company and use that as your North Star to move forward.
For instance, Apple’s mission statement does not go in-depth about the engineering methods used for their computers. If their mission statement was focused on the technical aspects of their products, potential clients would have a hard time differentiating how purchasing a Mac would be different from purchasing a PC.
To better connect with a broader audience, Mac has incorporated storytelling into their branding. The mission statement focuses on how their products “empower people to innovate, connect and serve others.” Their visual branding mirrors the simplicity of the user experience, which makes the products more approachable to less-tech savvy audiences.
Here are a few questions you can ask yourself to brainstorm your “why:”
- How does your product or service improve the lives of your clients?
- Was your company developed around a need that you noticed was not being met?
- What values are you looking for in partners/clients?
Viewing your company from this perspective will help you develop messaging that helps your prospective clients truly understand what makes you irreplaceable among your competitors.
Connect in Person
We live in a digital age, with processes that often favor efficiency over connection.
Despite this, humans still gravitate toward other humans and will remember faces more than brands, making word-of-mouth the most powerful way to build your clientele.
Think about a time when you needed to hire an electrician. As you’re searching Google, you see a bunch of company names come up, but then remember that your neighbor recently had a positive experience with their electrician. Would you be more likely to continue your Google search, or call your neighbor to ask for their recommendation?
People don’t typically have the time (or frankly, the interest) to compare all the different options, and the safest shortcut is to rely on others that you trust. This is why at dovetail, we treat community involvement as a core aspect of building a brand. We refer to this method as Strategic Community Investment, because we believe there is an art and a science to cultivating the face-to-face interactions that result in an expansion of your brand.
How Public Relations Connects Storytelling with Branding
Public Relations (PR) is often associated with media placements, but it is so much more than that. It is about cultivating organic experiences for you to connect with your audience. For instance, being cited as a go-to resource for a reporter earns more credibility than paying for a placement in a magazine. Volunteering as a team shows that you don’t just talk about how you support communities, you show up and move the needle. Having a conversation with a fellow business owner sets a strong foundation for support.