In the 21st-century world of commerce, it is not always enough to make a great product or offer an exceptional service. More than ever before, consumers are looking for a personal relationship with the companies they frequent, and they are willing to vote with their dollars.
If you want to succeed in this brave new world of personalized consumer culture, you need to set your business apart from its competitors. Whether you run a corner coffee shop or a large multinational corporation, effective marketing starts with a compelling company story. Here are some tips to help you tell a compelling tale about your company and its origins.
Honesty is not only the best policy – it is the only way to tell a compelling company story. If you embellish the truth or try to make your business seem better than it is, your readers will sniff it out in a heartbeat.
In this increasingly interconnected world, it is difficult to tell a lie, and even harder to maintain that mistruth. If you want your customers to trust you, be scrupulously honest when telling your tale.
Start with Your Origin Story
Origin stories are not just for superheroes – every successful company has a unique history, and a compelling tale to tell. If you want to connect with your customers on a personal level, start by telling a compelling origin story.
From the circumstances that sparked the original idea to the steps you took to create the business and build your brand, talk about how your company came to be. If you tell a great origin story, everyone who reads it will want to learn more.
Own Up to Your Mistakes
No one builds a successful business without a few mistakes. No entrepreneur, no matter how successful, is infallible. If you want to tell a truthful and fascinating company story, owning up to your mistakes is essential.
Instead of running from your mistakes, talk about them honestly. Focus on the lessons you have learned, and how those early blunders helped make your company what it is today. Not only will you be telling a compelling company story – you will be lending a hand to other would-be entrepreneurs and business owners.
Introduce the Team
Whether your business is brand new or decades old, you rely on your team to get things done and serve your customers. Now it is time to give those hardworking men and women their due.
Every great company story includes a shout out to the team, from the executives in the corner offices to the front-line workers manning the phone bank and the assembly line. Introducing your team is a great way to humanize the company and connect with customers old and new.
Thank the People Who Helped Get You Where You Are
Successful entrepreneurs are the first to say that they did not do it on their own. These experienced business owners know better than most that a team approach is the key to success, and you should reflect that truism in your company story.
Take the time to thank the people who helped you get where you are today, from the schoolteacher who took a special interest in your abilities to the mentor who nurtured your talent. These thank yous are essential to your company story, and they should be an integral part of the tale you tell.
Talk about Giving Back
Now that you are successful, you are in a unique position. You now have the financial resources and the time to give back, so talk about what you have done to make the world a better place. Giving back is a key part of corporate life, and it should be an integral part of your company story.
From the team you fielded for that holiday fun run to the staples you donated to the local food back, giving back is a big part of your life. Do not be shy about sharing your charitable endeavors; be sure to work them into your company story.
If you want to connect with your customers on a personal level, start by telling them about your company and what it means to you. Telling a compelling company story is a great way to build your brand, solidify customer relationships and draw more people to your business. If you have not yet told the tale, now is the perfect time to get started.