We are always looking for effective ways to grow our businesses. One of the best ways to move your business forward in a competitive climate and distinguish yourself from the rest of the pack is to tell your brand story.I recently had the opportunity to attend a conference and hear speaker Dee Ann Turner, Vice President, Corporate Talent at Chick-fil-A and author of the recently published book titled “It’s My Pleasure”. As I listened to Dee Ann tell the Chick-fil-A story, along with her personal story and encounters with Truett Cathy, founder of Chick-fil-A, I was once again reminded of the power of the “story behind the brand”. Truett Cathy was passionate about people and that deeply influenced his business purpose.
A recognizable logo is only one component to marketing your businesses, the best brands have a story! People don’t just want to know what you do, they also want to know who you are. Why is it important to tell the story behind your brand/business? Story is how we connect with one another. One of the reasons that social networking sites are so popular is because people crave the emotional connection that comes through telling a story. The best brand stories are irresistible, compelling and provocative and you need to tell it in a way that your target audience is going to hear it, seamlessly and effortlessly. Telling that kind of brand story can have a positive impact on the growth of your business.
The most memorable brand stories tell the unexpected, speak directly to the heart and inspire others. Why is storytelling so important to your business?
· An authentic brand story makes your brand/business memorable.
· It brings your brand to life.
· Your target market becomes responsive.
· It positions you as a visionary in your field.
Take the role of brand guardian seriously. This role is critical. Like the captain of a ship, you're steering your brand through calm weather and stormy seas. Be mindful of your brand's behavior, intention, tone and attitude. As brand guardian of your business, pay attention to every kind of signal your brand is conveying to your target audience. Taking the role of brand guardian seriously doesn't mean you have to be stodgy. The great brand guardians also have a great sense of humor (perhaps you’re familiar with the Chick-fil-A cows?)
Your story should be consistent and clear. If you're ready to start shaping your brand story, remember this tip: If you want others to recognize you, the best way to do it is to recognize yourself first. Before you tell your brand story, you need to have a solid understanding of who you are and what you stand for, recognize the kind of message and meaning you want to embed in your story. Be as true to yourself this will make your story compelling and believable. What makes you unique and different? What makes you stand out?
· Your personality shapes your brand story. I'm talking about your personal values, integrity, core beliefs and ethics. Think about what inspires and motivates you. Wrap this around your brand story; it will bring your brand to life.
· Why do you do what you do? What is your purpose? What's most meaningful in your life and business?
Having a story is a key component to connecting with your customers/clients, so know your story and tell it! As always I wish you all of you much success in all your business endeavors. And I encourage you to make the most of your chamber membership by participating in upcoming events. Look for opportunities within the Chamber to tell your brand/business stories!
Chairman of the GTTCC Board of Directors
Chick-fil-A Temple Terrace