Branding your business is like playing the dating game: you put yourself out there while trying to woo prospective partners into seeing why they should choose you. When it comes to branding your business, the parallels are unquestionable! You put your business out there while trying to woo prospective clients into using your product or service. The goal? To win their business! Even though the analogy may be a tad trivial, you still get the idea!
Let’s take a look at this diagram which helps explain things a little more clearly:
The funnel-matrix has two dimensions. The first is based on the stages of a typical marketing funnel which are made up of awareness, consideration and acquisition. Now let’s quickly go back to our dating analogy for a minute – When you meet someone new, conversations are typically based on shared interests or shared observations such as the weather. You can both comfortably talk about how hot it’s been lately or ‘how crazy the rain was on the weekend’. But, you’re not very likely to divulge your financial or health problems straight off the bat. It’s all TMI for a first meeting! After some time though and perhaps after multiple interactions, you are likely to start sharing a bit more and a bit more and a bit more until eventually a relationship develops.
When it comes to marketing and your brand, you should begin by building a foundation for a relationship by telling relevant stories and talking about shared interests and values. A potential customer would identify pretty early on whether they have a connection with your business or brand. By nurturing these foundational connections, you have the potential to build a relationship with them and then you can begin to bring your products and services to the table.
The second dimension of the matrix may not be as easy to enter and will likely require some clever planning and content creation. To get started, we suggest you divide your stories into three time-based categories. These include:
1. Timely stories based on news and current events
This might be something that recently happened in the news that’s getting a lot of attention, such as an election or football grand final. Try to write stories around these topics to leverage as much as you can off of the amount of search and coverage they’d be receiving.
2. Seasonal stories relevant to that particular time of the year
For example, during the Christmas holidays, you may want to put up holiday events or special promotions that can attract more clients.
3. Evergreen stories that are relevant all year round
This can include events or occurrences that happen all year round regardless of time and season. Things like illnesses, financial woes or unemployment. These type of scenarios present an opportunity for you to write to your audience with tips or checklists on coping and getting through it.
One of the most important takeaways of telling better brand stories is that the way in which you direct your clients towards buying your product or service should always be an exercise in subtlety. Not every situation should be pounced on as a selling opportunity. What’s important is for your clients to keep you in mind and continue to feel as though they have a relationship with you. This awareness will put you at the forefront of their consciousness when they need the product or service you carry.
Not sure where to get started on building your brand story? We can help! Get in touch today to find out more.