What is your brand story? Or moreover, what is the narrative that drives your company’s mission? According to the Marketing Insider Group, ‘Brand Storytelling’ is “Using a narrative to connect your brand to customers, with a focus on linking what you stand for, to the values you share with your customers”.
But why a story? It has been scientifically proven that the human brain engages well with a story, whether that’s a book, news article, film, or a business’s offering. In a film or a book, the story begins with a problem, a plot, and finally the solution or a happy ending. In marketing, a brand story is the journey that begins with the consumers’ problem that is identified by the business, the introduction of a solution to the consumers’ problem, and the possible outcomes and consequences the consumer may face if they do not use the product.
Neuroscience has proved that adopting a ‘brand story’ method is the best way to forge close bonds and relationships with our clients. So how can you build yours on your website?
It is really quite easy. In a nutshell, there are 3 steps.
First, clarify your message. What problem are your target audience facing? What situation do they find themselves in? Can you fix this? How can you show you understand this? For example, take a cleaning product or service. Instead of writing something such as “the ultimate cleaning solution” you could say “making your home fresh and your friends jealous”, and this way you appeal directly to your clients problem rather than just simply establishing the service you provide, and thus linking the values you share with your customers. Make sure this message is the first thing your clients will see as they land on your site.
Second, what plan can you lay out to your prospective client to show you can fix this. How do they achieve overcoming their problem? This part of the story is where testimonials and case studies become important as the client is building up the courage to take the step with you, to overcome their story plot. But additionally, like us, it can help to lay this plan out in 3 steps.
For example Refiine’s plan is as below:
1. Clarify your message
Click the button below to set up a call. It’ll ask a couple questions about what you’re looking for. Simple.
2. Create a site that sells
Each project is different. We get to work on the strategy driven design and build to create you the perfect site that sells
3. Launch, Support & Grow
Everything we do revolves around getting results and meeting your individual goals. We work hard until that happens.
Hereby it is so clear how the client’s story from problem to progress to profit is going to go. Keep your plan clear and concise and visible on the homepage of your site. What are your 3 steps?
And lastly, what is your call to action? How will you help them make that step to solve their problem? How will you answer their story plot? Push your call-to-action by appealing to your clients’ problems. Instead of creating a button that says “buy now”, try using “Make your home clean today”. Or like on the Refiine site, instead of saying “get in touch”, we say “Increase your sales and leads”. It is actually scientifically proven that a human’s natural gaze will wander over to the top right hand side of a website, making this the perfect location to put your call to action button.
Still need help? Give us a call today or fill out our discovery form!
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