Wednesday, April 3, 2013
Tell a Story
How to Tell Your Company’s Story
Every business has a story to tell, something that will connect potential customers to your brand. In
order to engage customers, strive to create that emotional pull. Try these three tips to articulate your
core value and humanize your brand.
1. Expand your idea of value.
To stand out in today's market, define your value in human terms, not in business terms. Look for the
thing that your organization truly cares about -- an aspect of your business that makes you unique and
2.Establish common language.
Ask a handful of people in various ranks and roles to share five adjectives they'd use to describe the
company and two aspects of the business that are unique or valuable. Look for themes or especially
strong responses, and synthesize them into a clearly defined description.
3.Give your brand a human voice.
Determine the type of person that could best deliver the message you have established. If your business
was a human being, who would it be and what would it care about? That clarity leads to a real and
relatable persona that can help you build a loyal customer base.