Your brand should have a story and an identity. If you want to be successful, your brand's story should make your customers the heroes and center of the story. A communication firm can help you create and shape your brand's story. Here are a few ways to put your audience in the power seat of your brand's story.
Use Personal Language
First, when you create the language for business's story brand, you want to use personal language. You don't want to use formal language that makes you sound like a researcher studying an unknown culture. Rather, you want to use first-person language and conversational language that your customers can connect with.
For example, a tagline that uses the word "you" is more powerful than a third-person tagline. For example, "Helping You Reach Your Potential" is a lot more personal than saying "We Help People Reach Their Potential." The first statement is all about you, whereas the second statement is more about your business and sounds a lot more impersonal, even if the objective behind each statement is the same – providing a product or service that helps people reach their potential.
Create a Tagline Based on Customer Desires
Next, you want to create a tagline that is based on the customer's desires. You don't want your tagline to be about your business's potential success. Instead, you want the tagline to focus on the customer's desires. The above example, "Helping You Reach Your Potential," taps into customer's desires to reach their potential and to become all that they can be. It is wrapped around something that a customer would desire. "We Help People Learn to Succeed Through Our Award-Winning Program" is more about your business than it is about helping the customer reach their own desire. The focus is on your business and your award-winning program. Shift the focus of your tagline to helping customers with their desires and wishes.
Help Your Brand Solve Their Problems
Finally, you want your brand to help solve their problems. Building on the example above, you don't just want people to realize that they have potential — you want your brand to provide the tools to help people solve the problem of reaching their potential. In some way, your brand's story should be about helping people solve their problems. This can be conveyed through your mission statement or your "About Us" story; make sure that these messages wrap around so the focus is once again on your company's desire to help people solve their problems.
Put your customers at the center of your brand's story. Make the language around your brand personal, create a tagline based on customer desires, and make sure your brand helps solve your customer's problems. Putting your customer at the center of your brand's story can help you create identification with your brand, and can help your brand grow. A communication firm can help you build your brand's story and convey that story with the public.
For more information, contact a resource like S & A Communications.