“With a vision in mind, my grandfather launched Company XYZ Inc. in 1956—and 70 years later, we lay our framework in the same values.”
“We are passionate about building an app that serves our clients well.”
Statements like the ones above are littered on homepages across the internet. But how do you attract a solid customer base if all your website offers is an empty explanation of who you are and what you stand for? To truly weave a story that invites your ideal target into the fold of your vision takes a different approach.
Storytelling looks a lot less like you being the hero than it does your client being the hero — and you coming alongside to guide or assist on their path to greatness. Whether it be website content or a presentation, you’re not just communicating your ideas, but you’re communicating how your offerings will enhance your client’s business. You are the means by which clients dream up business stories bigger than they have ever dreamed before. Ultimately, your tools will allow your clients to attract the type of business they want to acquire.
Simply put, in your brand story, you act as the guide to equip the hero client. So how do you leverage the storytelling and vision casting of your business in a way that excites your target audience? Here are three steps.
1. Pattern your storytelling.
Nancy Duarte uncovers the secret structure to great speeches and story patterns in this TED Talk. From Steve Jobs’ 2007 iPhone reveal speech to MLK’s storied “I Have a Dream” talk, study up on Duarte’s talk to learn the pattern your brand storytelling should follow. The key here is to frame your story contrasting the status quo with an aspirational vision of what could be in the future. In order to do this effectively, it’s important to establish emotional connections and associations with your target audience so that they are able to adopt your vision.
2. Now that you’re equipped, aim to implement brand storytelling on your website.
Storytelling is an intrinsic part of successful brands. Be sure you’re weaving your story into every aspect of your digital presence. Identify the problems and issues your clients are currently facing and propose your unique offering as the catalyst to propel them towards change. Be authentic and transparent as you cast vision. If you believe in your offerings, this should be a passion project for you.
3. Remember: clarity is king.
Your vision should be composed of simple, easy to digest thoughts. The framework outlined by Donald Miller in his StoryBrand concept reminds us that the human brain is wired to do two things: survive and conserve calories. Our minds naturally linger in situations where we can easily understand and process. By incorporating visual tools such as bulleted lists, numbers and icons into concise content, you allow your audience to more quickly arrive at (and share in) the vision you are trying to convey.
Start incorporating these principles into your business communications and check back next week as we continue to look at the subject of casting vision in your digital content.