There has been a recent increase in the number of startups. Statistics from the U.S. Chamber of Commerce show that 4.3 million new business applications were filed in 2020, which was a 24% increase from 2019. This meant around 380 out of every 10,000 adults launched a startup every month. With these many startups competing to gain the attention of the public, it’s important to know how to stand out from the other companies. A key way to do this is to have a good brand story.
A brand story differs from traditional advertising, which only aims to show your products and services to people. Instead, what a brand story does is build a narrative that weaves your offerings with your values, helping your audience draw an emotional connection with your brand. This helps you build a positive market sentiment. Your audience will be more likely to buy your product or service, and they’ll even cultivate brand loyalty. To get you started on the right path, below are steps to take to build a good brand story:
Research
Conducting market research helps you understand your business landscape. Among the important information you’ll have to gather will be your target consumers’ interests. This will especially help create a brand story that will make them see how your product or service will add value to their lives.
For example, the startup company NDF believes in the saying “Your Food is Your Medicine,” and offers “100% Plant-based Natural, Innovative Functional Foods” as medicine that can protect against and manage non-communicable inflammatory conditions such as diabetes and obesity. Because their food fuses traditional and modern cooking, they’re able to attract consumers who like either or both of those. More importantly, they’re demonstrating how they’re providing more than just food, but also wellness and health. You have to make sure that your brand messaging aligns with your market sentiment.
Tap into online platforms
In the age of digitization, an online presence is important for anyone who wants their target audience to easily find them with just a simple Google search. Alongside this, a good online presence will also make people perceive you as an authority in your field. According to LHH’s write-up on building a professional online brand, one great way you can share your startup’s story is to build a compelling online site. This can be a platform for people to engage with your narrative. However, it’s important to present them with relevant content, possibly in the form of blogs and informative articles — otherwise, you might look like a seedy company, which won’t make them trust your services or products either.
Aside from a website, social media platforms can also bolster your reach. You can share new website posts to these accounts, and interact directly with your followers. For instance, Starbucks’ Facebook page is among the most popular brand pages. This is because they give people tips on how to use their products, and they also post fun holiday-themed photos. Being online and constantly churning out good content like Starbucks makes your brand stand out.
Connect with your audience
Posting reliable content isn’t enough to attract and hold your audience’s attention. Another thing you can do to strengthen customer relations is to acknowledge people’s comments and messages. For instance, Netflix’s Twitter clearly shows that they share their followers’ passion for TV shows and movies as they reply to various tweets — including standing up for Call Me By Your Name’s infamous peach scene. Interactions like this show your market that your brand has the same interests and quirks as them, making it more relatable and well-suited for them.
As for messages, Social Media Examiner’s tips for Instagram engagement suggests utilizing features like quick replies for direct messages. It’s an in-app messaging tool that lets you set templates for frequently asked questions — such as those regarding prices, service/item lists, or product information — and saves you time on answering repetitive questions. It’s also important to make timely responses to complaints on your post or inbox since ignoring or deleting those messages can result in negative experiences. This also shows how you’re committed to giving your consumers the best experience rather than simply selling for profit.