Tuesday May 17, 2016
What’s your personality? Your personality is a reflection of you—your likes, dislikes, preferences and sensibilities. In a similar way, your brand should be a reflection of you as well as your business.
Here’s the question you may now be wondering: Is it possible for my brand to have TOO much of a personal touch?
Hint: The answer is YES… and NO.
But how much of who you are should your brand storytelling reveal to your audience?
Let’s quickly shoot the breeze as I discuss the answer to this question:
First and foremost, your brand should contain three basic elements of your personality:
Element #1: Your motivation.
Element #2: Your inspiration.
Element #3: Your dedication.
When your brand storytelling contains these three basic elements, it gets straight to the point and avoids excessive details of your personality and/or your personal life—which aren’t necessary for potential clients to know in order to do business with you.
Let’s delve deeper:
YOUR MOTIVATION:This involves your genesis, the impetus for starting your company. This is where you share only the components of your life story relevant to why you started the business in the first place.
If your business is life coaching, then your near-death experience resulting in you quitting your job and pursuing your passion of helping others is extremely relevant to why your business exists. On the other hand, if your business is an overnight delivery service, these experiences are not relevant at all.
A common component to motivation is the “About Us/About Me” page on your company website.
YOUR INSPIRATION: Consists of the emotional elements of brand storytelling—what passion of yours wakes you up in the morning, what desire leads you to continue providing your service or product to others, day in and day out.
An example of inspiration would be the “Who We Are” page of your website.
YOUR DEDICATION: This is what short and long-term goals you [and your business] are striving to meet every day. This is your brand’s promise to your audience, your mission statement of what you are committed to provide customers both today and in the days to come.
An example of dedication would be your “What We Do” or “Mission Statement” page on your website.