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IWF Education: What does storytelling have to do with brand?

28. April 2020 10:57
 

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By: Carla Atkinson, Professional Writer: Atkinson Words

What is your story?

Some business owners are uncomfortable or skeptical when asked this question.

“I don’t really have a story to tell. I just do my work [fill in the blank: plumber, welder, woodworker, electrician, etc.]” or “I just make [fill in the blank: cabinets, tools, furniture, machinery].”

The fact is, every business has a story. Maybe yours is the story of a family business carried on through several generations or a tale of persistence through tough times. Your story may be that your business is your second act — a dream you pursued after an earlier career or line of work.

When you tell your story in an authentic way on your website and social media, in promotional materials or in presentations, people develop more of a personal connection to your business.

Giving people a window into your company’s history can help people to relate to you and trust you, your experience and your ethics.

Your brand becomes not just talking points – “We’re the best at what we do” or “We’re the most experienced ___ company in the business” – but a fully fleshed-out, unique profile that proves those talking points. You take your brand one step farther than a tag line to say, “Here’s the story behind why we’re the best at what we do, and why we’re the kind of  people you can trust.”

So what is your story?

Learn more about how to tell your story during the IWF 2020 session, "Telling Your Brand Story" at the IWF 2020 Education Conference.

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