As a founder or brand manager, you know that your brand is more than just your product or service. It’s the emotional connection you have with your customers that keeps them coming back for more. This is where the power of your ‘us’ story comes in. The ‘Us’ story is the 2nd step on your brand storytelling journey.
Your ‘us’ story is what connects you to your customers. It’s the empathy and glue that keeps you together and on the same page. Its purpose is to give your customer a reason to care about your brand as much as you do. But how do you create a strong ‘us’ story?
Before we get started with your brand storytelling journey, 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 ‘us’ story:
To create a connection with your customers, you need to know who they are. What are their interests, values, and needs? Equally important, who are NOT your customers? Understanding this will help you focus your messaging and tailor your brand to those who will appreciate it most.
Take the time to understand your customers’ pain points and the emotions that they are experiencing. This will help you create a connection with them and show them that you understand their needs.
When someone interacts with your brand, what emotions do you want them to feel? Do you want them to feel excited, inspired, or comforted? Understanding the emotions you want to evoke will help you create messaging that resonates with your audience.
What are the biggest challenges your customers are facing right now? How can your product or service help them solve these problems? Understanding this will help you create messaging that shows your customers how your brand can make their lives better.
Finally, think about the legacy you want your brand to leave. What do you want to be remembered for? Is it your commitment to sustainability? Your dedication to customer service? Your innovative products? The way you made your customers feel? Knowing this will help you create a brand identity that resonates with your customers and sets you apart from your competitors.
By answering these questions, you should have a greater understanding of what connects you and your customers.
Once you’ve answered these questions, it’s time to write them down in the most conversational way possible. Write your answers as if you were speaking to a friend or family member. Avoid using bullet points and jargon. You want your ‘Make’ story to be clear, concise, and easy to understand.
Now that you have your answers, it’s time to craft your ‘Us’ story. Crafting a strong ‘us’ story is crucial for creating that emotional connection with your customers. It’s what helps them see the human side of your brand and not just a faceless corporation. Your ‘us’ story is what connects you to your customers, and it’s the empathy and glue that keeps you together and on the same page.
The purpose of your ‘us’ story is to give your customer a reason to care about your brand as much as you do. It’s about making them feel like they’re part of something bigger than themselves, and that your brand is there to support and guide them along the way.
By crafting a strong ‘us’ story, you can create a deeper emotional connection with your customers, build a loyal following, and ultimately, drive growth for your brand.
It’s time to learn about the real work you do, beyond product and profit with the ‘Care’ story.
[Link to Care Story: Guide – Finding your ‘Care’ Story]