The following is an article “How Customer Experience Tells Your Story” by Marc Primo.
We are all moved by compelling stories. Whether they are told on film or over a cup of coffee, we listen to the things that interest us. The same goes with every brand in the market. Consumers are motivated to try out brands that tell stories that excite or inspire them, as these give them experiences that they can truly cherish.
From how consumers tap the ‘delete' button for useless apps, to how they shift from their old-fashioned brand to the latest game-changer in the market, customer experience tells your brand story. These are mostly evident in how social media comments and online reviews influence the decisions of the mass market toward a product or service. It can also be conveyed through simple word-of-mouth or through professional referrals. Undeniably, every brand story is based on what consumers think.
In order to gain consumer trust and confidence in your product, you also have to tell your own story. Designing what you want your customers to experience may reinforce positive perception for your brand.
Here are five ways you can tell your story in a way that your customers would want to experience and share them:
Write with integrity
You don’t need to hire award-winning writers to author your brand story. All you really need is to be realistic and creative in conveying your brand’s beliefs, missions, and visions so that your target market can get to know you more. Tell them how you can make their life experiences more convenient or fulfilling without embellishing statements with too many adjectives. Be straight to the point and prepare to answer any questions consumers may have about your brand. Remember that they want genuine stories and real people who will tell them the truth.
Every brand has a unique story to tell and you should invest on things that make yours unique. Own your story and don’t rely on the competition’s templates. Great storytellers engage their readers by connecting with them by way of emotion, experience, and clarity. Provide distinct aesthetics in your design collaterals that will help establish recall for your brand. Lastly, think of ways you can make your customers part of your story.
Tell continuing stories
Similar to how fans follow a good television series, consumers interested in your brand also follow your stories online. This does not mean that you’ll have to write a saga for your brand. Religiously providing them with relevant updates on how you evolve as an industry player is enough to keep them visiting your online sites. As trends and seasons change, so should your stories. One important rule in marketing is to keep your target market in the loop about your brand’s developments. Your customers will surely appreciate it if you constantly keep them informed.
Share your values
Telling your brand story also means conveying your goals to your consumers so that they may get behind you and defend your brand in bad times. Your values, which you share through your stories, should be relatable and aligned with their own. Give importance to the things they expect from you so that they won’t doubt your dependability. If you value efficiency, be prompt, and if you value the environment, then help protect it. Every story needs a hero, so be theirs when you recount your brand’s.
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