To build your brand, it’s crucial to share your story effectively. Whether you’re writing a post, composing a video, or meeting in person, each method of communication presents its own challenges.
Writing down your story can be particularly tricky, as it can be hard to convey what you want to in a way that engages your readers. However, when done right, the written word is a great way to reach a wider audience.
To help you communicate your story, we asked Young Entrepreneur Council members the following question:
Sharing your story well is crucial for building your brand. What is one particularly important thing to remember when sharing your story via written word, such as through a blog post, website, written ad, or social media post.
1. Make People Laugh
Entrepreneurship is full of blunders and relatable moments. People connect over stories that make them smile and laugh. I use the example of kids on a school bus. There are two types of kids: entrepreneurial ones selling candy on the bus and the ones that buy the candy. I was the buyer, which is why I call myself an “accidental entrepreneur.” This story is memorable and helps people feel connected. – Kim Kaupe, The Superfan Company
2. Hone In on Moments of Transformation
Draw the reader into your epiphany or transformational experience by including an emotional journey, specifically a pivotal moment. Be sure to describe that pivotal moment with specific details of what you saw, smelled, tasted, heard, and felt. This will help the reader experience the change along with you, the details they need to share your story, and the belief they can experience it, too. – Monica Snyder, Birdsong
3. Speak Directly to Your Target Customer
When a brand is sharing its story, it should be communicated as if they’re speaking directly to their target consumer, considering the relevant details that would be important to that specific person. Brands should have well-developed consumer avatars in order to get inside the mind of that individual and really speak directly to them so that they can connect in a deeper and more meaningful way. – Erik Rivera, Certapet
4. Authenticity Is Key
Consumers are so saturated with information and commercials — we’re constantly being bombarded with data. What tends to resonate is authenticity. Be honest about your experience and story, even the painful parts, and this will resonate strongly with your audience. – Rachel Beider, PRESS Modern Massage
5. Translate Your Story Into Something Relatable to Others
We have to remember that, although our story is important to us, it might not be to others. When we share it, what we want to do is make sure that the person hearing it can see themselves in us. How did something we went through translate into where they are and how they might be stuck or need to overcome an obstacle in their own life? Think of relatable moments in your life that you can share. – Frank B. Mengert, ebm
6. Keep It Consistent
Keep your message and voice consistent across platforms. The last thing you want is your story to be told five different ways on five different media outlets. Build trust, clarity, and understanding in your messaging to ensure that no matter where someone finds your content, they are able to connect with the story. – Jared Weitz, United Capital Source Inc.
7. Always Create Value
There’s far too much self-aggrandizement going on online and it’s really important to be certain that your story has a value-driven message in it that will make it worth reading. It should be more about them and not you. – Nicole Munoz, Nicole Munoz Consulting, Inc.
8. Hire (and Appreciate) Good Writers
If writing were easy, everyone would do it. Every blogger and writer puts in the work to craft a remarkable story that can spread on social media or other venues. A person who finds the words to tell your story with important SEO keywords and emotional connection has to combine multiple disciplines. Always appreciate the hard work they do and share your thanks, because a good writer is a keeper. – Duran Inci, Optimum7
9. Reiterate Key Themes
Brands become memorable when they reinforce the same ideas over and over. It’s easy to forget a company’s mission or narrative when it’s constantly changing. But when you reiterate key themes in your messaging, then consumers associate those ideas with your business. These small reminders will make all the difference as you build your brand over time. – Firas Kittaneh, Zoma Mattress
10. Get Creative
Don’t be afraid to get creative with your story. A lot of businesses maintain the stance that they need to be professional to the point of being boring, but this isn’t true, nor does it cater to any audience. You need to think outside of the box if you want your brand to stand out and be the one consumers choose to invest in, so give people a story that’s worth sharing and use your imagination. – Jared Atchison, WPForms
11. Read It Aloud
We don’t realize how something sounds until we hear it out loud. Before you hit publish, read your story aloud to yourself to make sure it sounds natural, authentic, and honest. If not, it’ll come off as cheesy and disingenuous. – Stephanie Wells, Formidable Forms
12. Start With Your ‘Why’
One important thing to remember when sharing your story is to keep it as honest as possible. I’d recommend starting with why you decided to start a company in the first place, or what your brand means to you and your employees. This will create a sense of empathy in the people that are reading, and they will want to follow the movement, as customers, employees, or simply as fans of your brand. – Alfredo Atanacio, Uassist.ME
13. Share Your Feelings
Emotions play an important role in getting people’s attention. Don’t just talk about your story in a factual manner; include emotions and feelings into your content. Share your fears and the hope you treasured. It makes you vulnerable, but it also makes you more “real” to your audience. It personalizes your brand and becomes more memorable. Make sure you make emotions a part of your brand story. – Blair Williams, MemberPress
14. Consider the Medium and Filter Accordingly
Use the appropriate filters for different mediums when writing your brand story. Reveal only as much as you are comfortable revealing. The world doesn’t need to know everything about you. – Kristin Kimberly Marquet, Marquet Media, LLC
15. Remember That the Story Doesn’t End
Just because you hit the publish button on your post, that doesn’t mean you’re done telling your story. Much like a person, your brand’s story will evolve over time. Don’t forget to include import milestones and events by updating your posts. – John Turner, SeedProd LLC
These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year, and have created tens of thousands of jobs. Learn more at yec.co.