On weaving your brand story into your communications

The one piece of overwhelmingly good news to emerge from this year is that consumers have displayed a seismic shift in buying behaviour. Research shows that more consumers are displaying a greater desire than ever to support small businesses, to buy from ethical, sustainable brands and to build meaningful connections with those they buy from. I firmly believe that this behaviour is here to stay; we’ve all felt the gut-wrenching heartache of those small businesses who are struggling amidst the chaos and turmoil of the year - and perhaps we’ve begun shopping on our doorstep a little more too, opening our eyes to the abundance of our locality.

The upshot is this: your story matters.

It’s always mattered, but never more so than now. Tell your customers who you are; show them how much you care, let them experience the passion and purpose behind what you do. The stories of the farm shop who are up at dawn to replenish their shelves with local produce, the yoga studio who thoughtfully crafted online classes to ease the stresses of lockdown, the online retailer whose desk accessories and homewares made working from home a more enjoyable experience. These are people who matter, and their stories deserve to be heard - because only when we know their story can we truly connect to them.

So how do you communicate your brand story?

There’s so much opportunity to invite people to connect with your business. Think about your customer journey; the route they take from keen shopper to paid-up brand advocate. What do they interact with along the way? Your social media? Email newsletter? Website? Brochure? Packaging? Start by mapping out the key communication points they encounter, as this will give you a tick-list of pieces that require your intention.

Social media

Social media was made for sharing stories. The fastest possible way to give people a peek behind the scenes into the day to day reality of your life, it’s a great way to connect with your audience. Consider a ‘meet the maker’ or ‘introductions’ post, sharing a lovely photo of you and your team (go on, be brave!), and a little bit about you. Or how about posting snippets of your day on stories? If you need inspiration, check out our client Martha Brook who does a gorgeous job of communicating her brand story in a very honest and relateable way through her Instagram profile.

Your website

Your ‘about’ page is the obvious place to start. People rarely want to know about your qualifications or what you studied at uni; they’re far more interested in who you are - what inspires, motivates and excites you. It’s not about what you do, but why you do it and why it matters to you.

Email newsletter

I’m a bit obsessive about brands that do a great job with their email newsletters. Mustard are a brilliant example - sign up to their newsletter and you’ll receive an email straight back, introducing the founders and their mission.

Brochure

Include a section about your team and why you love what you do. Let people feel that energy and passion!

Packaging

I’m a sucker for a personalised note popped in with an order. Whilst this might not always be practical, a little printed notecard to thank customers for their order and add a sentence or two about your brand is never a bad idea. Quick, simple, effective.

As with all things branding, consistency is key, so do take a moment to review your current communications and make sure they’re all sending out a unified message.

A parting thought

I know how tempting it is to hide behind your brand - I really do. But I also know, from first-hand experience, how rewarding it is to be seen by your people. Make their choice to support your business an easy one. I promise it’ll be so incredibly worthwhile.