People today don’t buy products and services, they buy experiences. This is the reason why it is important to have a brand that connects with your audience. To do that, one of the things that you should focus on is having a brand story. Now, you might already have put some effort into building a story and identity of your brand, and that might have gotten the attention and the sales. But with time, you might find that the brand is failing the same traction that it used to get. In such circumstances, you would need to redefine and retell your brand’s story.
Why Do You Need to Rethink Your Brand Story?
The only constant thing about the market is that it changes. People change, their preferences change and the trends change as well. It is not necessary that they would react to their brand in the same way that they used to. So, at times, you would need to rethink your brand story to ensure that they connect you over a sustained period of time.
Six Ways to Redefine and Retell Your Brand’s Story
1. Focus on the ‘Why’?
One of the crucial aspects of your brand story is the ‘why’. Why are you doing what you are doing? Why should your customers buy from you? Now, when it comes to the ‘why’, you should not only think about the USP of the product, but you should also then about the values. You would need to make sure that your values align with the values of the customer.
For example, consider climate change. This is something that is talked about in almost every demographic. So, if you can project your brand to be responsible toward the environment, you would be able to appeal to a newer audience and strengthen your position with your existing one. So, rethink your policies and ideas and showcase yourself as an environmentally conscious brand.
Therefore, you would need to focus on the new and emerging ideas that your customers are engaging with and then ensure that your brand inculcates those ideas into its story,
2. Redesign Your Website
In this day and age of the internet, the website is the first point of contact between your business and your customers. So, redesigning your website is great to retell your brand story. Make sure that every single page and every single element of your website perfectly aligns with the story of your brand.
For example, if you want to portray your brand as one that focuses on only what is essential, then you need to design your website in a minimalist. The trick here to design your website in a way that reflects the idea of your brand. It is recommended that you take the help of a professional website design agency as they would help identify the right techniques and ideas to redesign your website in the right way.
3. Discover the Right Audience
Your story would matter only if you are telling it to the right audience. So, if your brand is failing to get the message across, then apart from recalibrating your message, you also need to look at the audience that you are targeting.
To appeal to the right audience, it is important that you target them in the right way. Here also, getting the help of a digital marketing company would help you as they have the in-depth knowledge of tools like Google Analytics, and the like that would help you understand the audience and help you to reach out and get your message across in the right way.
4. Tap into Social Media
This is perhaps the most effective way to communicate your brand identity with your target audience.
Now, there are a number of steps involved in this. The first thing that you would need to do is to identify how your existing group of followers is interacting with your page and their activity on social media. This would help you to get an idea of what the general trend is. If possible, then you can include the trends in your brand story.
The next thing that needs to be done is to come up with engaging posts that attract and communicates with your audience. You need to build a social media calendar and make sure that follow it to make the maximum impact on social media.
5. Focus on Content Marketing
Social media is not the only way to retell your brand story, there are other channels as well. In all these channels, you wouldn’t be able to make any kind of impact, if you don’t focus on content marketing.
You need to create and upload blogs on your website that would help you to engage with your audience. You can also promote your brand on websites like LinkedIn, Medium, and the like. To do this you would need to have a team that can produce great content at a regular pace. Content doesn’t only refer to articles or blogs, you also need to create videos, images, and other pieces of content.
6. Rethink Online Marketing
To get the word across and create a buzz, you can think of running online marketing campaigns. You can run ads, or focus on other keywords for your SEO campaign. This would help you make a bigger impact and reach out to your audience and introduce them to your brand story.
These are some of the ways in which you can retell your brand story to your audience. It would be immensely beneficial if you could hire a digital marketing company and get their expertise to promote your brand and its story in a more effective way. Remember you need to put in the time and effort to clearly define your brand and its intentions, and create a story that would form a crucial part of its identity. You would also need to understand your audience. Get the help of professionals and you would be able to establish a lasting connection between your audience and your brand.