At the beginning of the brand storytelling journey, as a founder or brand manager, you know that your business is more than just a product or service. You have a mission, a vision, and values that drive your business forward. But how do you convey this to your customers in a way that resonates with them and makes them care about your brand?
Beyond product and profit, there’s the ‘Care’ story. Your ‘care’ story is about how you make the world a better place through your business. It’s the real work you do, and it’s about making tomorrow better than today. In this guide, we’ll show you how to find your ‘care’ story and use it to connect with your customers on a deeper level. The ‘care’ story is the third step of your brand storytelling journey and the last step of understanding your brand internally before looking to your customers and your market.
Before we get started, it’s important to forget how you currently speak about your business and go into these questions with a fresh mind. These questions are designed to make you look at your business in a way you never have before. So go into this with an open mind and a readiness to learn a new way of thinking and speaking about your business.
Top Tip: Write your answers in the most conversational way possible. In other words, write them as you would say them and try to avoid short, brief, bullet points.
Read our Tips for Writing Compelling Brand Stories to help you write your answers to the questions below.
Now, let’s dive into the questions that will help you create a strong ‘care’ story:
Think back to the moment you decided to start your business. What was the driving force behind it? Was it a personal experience, a passion, or a belief? Write down your answer in a conversational way, as if you were telling a friend.
What would you say to someone that sees your business as just another ABC business?
There are a lot of businesses out there that offer similar products or services. So, what sets your business apart? How do you differentiate yourself from the competition not from a product sense, but through the lens of branding? Write down your answer in a way that highlights your unique value proposition.
How are you actively making people’s lives better?
Your business should be making a positive impact on people’s lives. Whether it’s through your products or services, or through charitable work, there should be a tangible benefit to society. Write down how your business is making a difference in a way that’s relatable and authentic.
What do you believe in as a brand?
Your brand has values and beliefs that guide your decision-making and actions. Write down what those are and how they influence your business practices. This will help you create a narrative around your brand that aligns with your customers’ values.
Why should anyone care about your brand?
This is the most important question. Why should someone choose your brand over the competition? What do you offer that’s unique and valuable? Write down your answer in a way that speaks to your customers’ pain points and aspirations.
Craft your ‘Care’ story
Creating a compelling ‘Care’ story is essential for building a brand that truly connects with your customers. It shows them that you care about more than just making a profit and that you’re committed to making a positive impact on the world. So, take the time to think about your ‘Care’ story and how you can make a difference through your brand.
Look for the common threads that connect your answers and use them to create a narrative that tells a story about your brand. Use emotion and authenticity to make your ‘care’ story resonate with your customers. It’s what sets you apart and creates a loyal customer base. So take the time to craft a compelling story that reflects your values, beliefs, and mission. When you do, you’ll find that your customers will care about your brand just as much as you do.
Next on your brand storytelling journey…
Now we’ve answered your Make Us Care questions, next it’s time to understand your customers, discover what you both care about and find that connection. Let’s get into some research: [Link to Research guide]