Your customers don’t just want to hear about your great products. They want to know about your company’s story and the people who make up the company. While it’s important to advertise your products to generate sales, brand loyalty occurs when a consumer truly identifies with the company’s message. So, don’t forget about your brand story when developing a strategic marketing plan.
Write your story
Before you can tell your company’s story, you should establish your mission, vision, and values. A mission statement defines your business objectives and how you accomplish them. A vision statement is where you want your company to go in the future. You can also define the core values you want your employees to have, such as integrity or collaboration. Read this helpful article to learn more about the purpose of mission and vision statements.
Your vision, mission, and values are important for consumers to know, but there’s more to your story than just a few sentences. To continue developing your brand story, consider what else you want your audience to know.
Do you want to share your dedication to supporting local businesses? Your casual work environment? Your decades of experience?
Once you’ve established what information you want to share, it’s time to tell your company’s story.
Tell your story
There are many ways to tell your company’s story through your website, social media, and advertising.
First, you should have an “about” page on your website with your mission and vision statements and company history. But you don’t have to tell your story through simple paragraphs. Get creative and make a timeline of milestones. Include photos of the office space or a video interview with the CEO so your audience can put a face to the brand.
Social media is a great way to showcase your company values. You can highlight your company’s culture with office or event photos, or feature an employee that encompasses your core values. You can also post about local news or show your support for local businesses.
Have you ever seen an advertisement that doesn’t even mention the product? Think of Nike’s latest “Just Do It” campaign with Colin Kaepernick. There’s no mention of sports apparel, but the ad reveals a lot about Nike’s values and takes a stance on an urgent issue.
If your organization is small, a risky national campaign probably isn’t feasible. However, you can still make your values known on a smaller scale. Encourage your employees to participate in a charity 5K and post about it on social media. Create a rainbow version of your company logo to show your support during Pride Month. Write a radio advertisement about where your organization is going in the future and how you’re going to get there.
There are many ways to tell your brand’s story, illustrate your values, and support a cause at the same time. While establishing your brand in a competitive marketplace can be difficult, these tips will help you stand out.
Creative Spot is a full-service marketing and advertising agency in Columbus, Ohio. If you would like to learn more about how we can help your organization tell its story through strategic marketing, please contact us.