Powerful branding: What's your story?
I read a really interesting article just recently - which irritatingly I now can't find to link back to - about how we should no longer think about marketing about b2b (business to business) or b2c (business to consumer), but rather think of it as h2h (human to human). Quite refreshing, don't you think?
Human emotion is a powerful thing, and tapping into emotions on a personal level is a sure fire way to build genuine engagement. It's all to easy to hide behind job titles and computer screens without ever giving away much of the real you. Besides, your personal life is personal, isn't it? And anyway, who cares about your background and family life? I'd argue that if you're in business, you're missing a trick if you're not sharing your personal story.
We instinctively place ourselves within a story when we read one. Storytelling allows your readers to live vicariously through your words, dipping into your world and creating a sense of empathy and recognition. We inherently love to have explanations for things; we like to know who, what, how and why to enable us to rationalise how we feel about something. The brands who willingly share their stories of how they came to be (Innocent, Boden, Joules, Not on the High Street - even Facebook) feel somehow more relatable than their counterparts. That's because we know the people behind the business: we know their story, their early challenges and latter triumphs. We can relate to the time they were late to a big pitch meeting because the dog had to be rushed to the vets, and we empathise with that gut-wrenching numbness when a deal didn't come through.
I'm not saying you should go and write a book about your business (although I won't stand in your way!), or even to share every last little detail of what happened in your day - but consider sharing more of you in your business. Think about the 'meet the team' page on your website - does it tell the world about what matters to you? Perhaps your can adjust your social media profiles to share a bit more about the story of your business?
Put your heart out there - your clients will love you for it.
PS - If you're interested in more about me (as if I don't bore you enough already ;-) ), you can find me on Instagram where I share a mix of images from my work life and home life. If you'd like to see more of what I get up to, head on over and join me!