Uncover and Share Your Unique Story

No matter what sector you are in or what you are offering, you need to connect with your target audience in order to get them interested. One of the most effective ways of doing this is through building an emotional connection.

Sharing your story, that is, who you are behind the products, where your ideas and inspiration come from, and the journey you took does this, as it gives the audience something to relate to. While they might not relate to all of it, chances are, there will be aspects that they understand from a personal point of view.

Moreover, storytelling personifies the business, demonstrating that it isn’t a corporate robot behind the scenes but a passionate team of people – people buy from and into people, so this is a vital reason to tell your story.

Of course, your story will also set you apart from your competitors as you will have faced different struggles, come from various backgrounds and built differing USPs from those around you. These create different hooks to attract your audience.

Finally, storytelling is important because they are a great way to captivate and maintain an audience’s attention than facts and statistics, especially at the beginning of their buyer’s journey.

However, it can be difficult to define your story. Having lived through the journey or been brought on board halfway through, you can sometimes forget the importance of certain decisions or events. And getting it into a workable timeline that doesn’t go on forever can be even more of a challenge.

So, how do you uncover your unique story?

You should first start with defining your core values and the mission of your company. Why was the business created? What are the core values held by the team and the company? Write these down in succinct sentences or phrases.

Then, create a timeline of your journey, from the conceptualisation of the business to where you are now. Make notes of key events and moments along the way, discussing why these were defining moments. Make sure you include any challenges faced and successes, as this shows you are human, having experienced failure and difficulties, and demonstrates resilience from you and your brand.

While completing this, include your employees and gain insights from them. Don’t just focus on those who have been with you for a long time. Cover all perspectives, so reach out to the newbie who started a month ago. This will give you some helpful observations that will enrich your story.

When working with the team at Studio Global, we will work with you throughout this process, guiding you through it and helping you get the most out of this stage.

Once you have your story, you need to find ways to share it. An easy and impactful way to do this is through a business trailer or video.

These videos can be any style, from animation to interview to a combination of styles. With an overview message for your company and a style that matches your branding, this video is ever-green content, meaning that you can use it across a host of platforms, including your website and social media profiles.

Because of this and the broad messaging, you can use it to reach a broader audience than those who already know you and what you offer, capturing the attention of a wider and newer audience.

Additionally, these videos show how long you have been in the industry and how you have adapted to needs, demands and challenges to create a business that provides quality and helpful services or products.

For your video to have the impact you want it to, there are a few best practices that we recommend you follow.

• Quality production – while telling your story, you also want to come across as professional, so you need to make sure the quality of your footage is high. No out-of-focus shots or mismatched audio to visuals.
• Authentic storytelling – Authenticity is crucial to gaining viewers and converting them to customers, or at least potential customers. Show genuine emotions and share the truth of your story. Be authentic, speak as you would to a customer, and don’t change who you are for the camera.
• Strategic distribution – you want your hard work to be worth it, so plan how to distribute it. Will you send out an email at the same time it goes out on social and on the website? Will you share the video directly on Facebook or simply link to your website where it will be (we recommend the former as it promotes engagement and therefore, a chance of higher impressions as Facebook promotes it to others outside your following)?

Working with Studio Global will ensure these best practices are stuck to as they are the foundation of the service that we provide. If you are going about it with your marketing team, incorporate them into your plans and keep referring to them as you go through the process.