Brand storytelling is complex. A brand story evolves over time and is a result of doing many things well. But there are still opportunities to start telling a better story in the short term.
Here are three things you can do today to improve your brand story.

1. Create an ideal customer profile

When was the last time you sat down and really thought about your customer’s wants and needs, the challenges they face day to day and the things they care about? We often get so caught up in our solutions that we forget to think about who we are creating them for.
You can’t tell a great story unless you know who you are telling it to.

2. Invest time in writing your about page

Your about page is one of the most visited (and often most neglected) pages on your website. It might the first chance you get to build trust with that prospective customer, so it’s important not to think of it as just another menu tab on your website. If you haven’t edited your about page for while it might be worth updating it with fresh testimonials, news, information and calls to action. Think about how you might improve your social media and professional profiles too.
Here are ten tips to get you started.

3. Let your customers do the talking

There’s nothing more powerful than a recommendation from someone else. The stories about how you’ve served or helped other people matter to the people who are coming to you for help. We want proof that you are who you say you are. The reason traveller reviews are now more valuable than official star ratings is because we trust people like us to help reinforce our decisions.
Add testimonials, case studies and product reviews to your website and your marketing materials. Don’t just tell people how you make a difference, show them.

Image by Amsterdamized.