Knowing What Story You Want to Tell an Important First Step
When you started your company, you had an idea – A good one. It’s an idea you can easily envision in your mind, but as you stare at a blank webpage trying to put it into words, it gets hazy. How can you possibly sum up your business goals, values, and purpose on a single “About Us” page?
You decide to just write until you have nothing left to say; until everything you want people to know about your business is there on the page. But, are people reading it? Is your business message coming across?
Maybe you have a different problem – one where you aren’t even sure what story you want to tell about your business. In any case, Direct Capital may have a solution for you.
Here are some common brand storytelling mistakes you’ll want to avoid when writing your company story.
Brand Storytelling Mistakes to Avoid
- Not knowing the significance of your story: You know where you came from and why you started the business, but what makes that aspect of your story unique? Everyone came from somewhere and did something to get where they are. Everyone has a reason for starting their own business. Telling that story doesn’t make for a good, captivating read. An Entrepreneur article states, “Real storytelling is all about understanding what makes your business unique.” So find the specific factors that will help shape your brand’s image and that will become your story.
- Making the page too long: An About Us page is not meant to be a 5-paragraph essay or a blog post. It’s there to succinctly tell customers the facts about your business. Choose the most important aspects of who you are and what you do, and include those elements in your page.
- Making the page about you: Pick five of your favorite well-known websites and read their Company story. Yes, you might learn a little history and have a good feeling about who the company is, but why? Why do you leave the webpage with a ‘good feeling’? Because chances are the entire page was dedicated to you – their customer. They wrote their brand story in a way that helped you discover what you will receive when you choose their company. You are the star of their story, so make your customers the stars of yours.
- Not tapping into the audience’s emotions: Your customers have a problem that you want to solve. We’re not saying make them cry or red with anger, but some kind of emotional play can make a big impact. Tell a story from their perspective, giving them a scenario where they can do nothing else but come to you to solve their problem.
- Being too literal (or boring): When someone says, “Tell me about yourself” do you tell them when you were born and where you attended elementary school? No. You start with the exciting stuff – the pieces of you that are most intriguing because you know that’s what they want to hear. The same goes with your business story. The history behind where you got your start is interesting, but you don’t have to start with it. Think of the most exciting thing that’s happened to the business since its inception, write that first and you’ll have the readers captivated the whole way through.
- Using it as marketing or advertising: Putting your company story out there on multiple channels isn’t a bad idea. Doing so promotes your business and builds brand awareness. However, using this directly for advertising or marketing for your company is a mistake. Consumers are overwhelmed with advertisements throughout the day. When they see your company story – in whichever form you choose to present it in – they want it to be genuine and relate to them. They don’t want to be sold or marketed to.
- Leaving important information out: Many consumers will find information about your staff useful and fascinating. They get a glimpse of who they will work with before ever doing business with you. It helps build trust. Having a brief summary of your team – a transparent view into the people behind your company – is a key part of a good brand story. If you have a large team, consider putting this on its own separate page.
Direct Capital understands the art of brand storytelling because when we tell our company story, we focus on the customer. Our ultimate goal is to help your business be successful, and we’re constantly thinking of new ways to provide you with the tools you need to grow.
Our expertise in the financial space has given us the opportunity to work with thousands of small businesses across the country. Because our ultimate goal is to help owners like you see success, we’ve expanded that expertise into providing tips and advice on ways to grow and improve your business.
Telling your business’s story in a compelling, relevant way is an important step on achieving that growth and success, and we are confident these tips will help you get there.
For more information on how Direct Capital can help your small business, visit our website or click on the banner below to get started!