66. How to use storytelling to increase brand trust
Did you know that people are 22 times more likely to remember facts if they are shared as part of a story?
By nature, we love listening to good stories, particularly when they are exciting and engaging.
Even if you don’t think this is true, we all have a story to tell.
Brand storytelling is no different, it is no longer a “nice to have” it is a MUST have if you want to connect with your clients at a deeper level, at an emotional level.
Storytelling helps you to bring together your business values with the emotions you want your brand to evoke.
Not many people want to be sold to. Sure, we can hear an offer, the benefits of a product that might interest us from time to time. But we rarely want to follow a brand, especially a Personal Brand that only pushes their products and services to us all the time.
People need to trust the brand (or Personal Brand) they are buying from, 81% of people say they need to trust before they buy. Of course, how MUCH they need to trust depends on the price level of the product or service.
What are the key elements that make people trust a brand?
Consistency: When they see that you exist and that you show up consistently they learn to trust that you will be there, that you are the real deal. I often see the mistake of small brands that only post or share something when it is about selling a product. What happened to the time in between? Imagine a friend that only shows up at your doorstep when she needs something, but not when you are going through a rough patch. How long before you will ditch that so-called friend?
Connection: As humans we connect ACTUALLY not with other brands, but with other people who represent those brands. I know that I much rather buy from someone I know that from the faceless brand, if I can avoid it. Over 60% of the people say they need to feel an emotional connection with a brand.
Transparency: No one wants to be lied to. Ok, no one expects you to tell EVERYTHING that has happened to you publicly. I think we all understand that there is also a need for privacy. But when want to know the good and the bad. Even as a business when we make mistakes, we need to own it and resolve it and not pretend that we are perfect, because let’s face it, no one is going to believe that.
Authenticity: This one goes hand-in-hand with Transparency, but this more from a Personal point of view. How are you showing up? As yourself? Or pretending to be something you are not? I know that I don’t have everything figured out… but most people don’t either. You need to be able to come across as honest and authentic.
Personality: The other day, I posted a video inviting people to participate on a project I was launching. I received feedback that I was too “energetic” not like me. It got me thinking and after asking more people that know the whole of me, I realized that maybe I had not been showing this part of me… I have the overly excited side of me, the super mellow, the inspirational, the passionate (bordering in yelling because I am too excited - maybe is the latin thing) and also the silly/funny or so I think… I realized that I needed to bring all those sides more into play, because that mix is really the authentic me.
Vision/Mission: There is a reason why you do this business of yours, right? Do others know? Do they understand it? You have to communicate it. Because as Simon Sinek would say: “People don’t buy what you do; they buy why you do it.”
Values & Beliefs: Your brand is not “separated” from everything happening around you. It is important to bring your values and beliefs into the story of your brand so people will connect and trust you.
Quality: Trust is also developed once a customer tries your product and service and the quality is everything they expected and more.
Brand experience: But not only the quality of the product is important, it is almost a given. Also the whole Brand experience needs to go above and beyond the expectations of your customers. From the time they first come in contact with your brand until the end of their experience even after they have purchased from you.
Recommendations / Social Proof: Nothing makes people trust you more than raving previous customers recommending you.
Storytelling has a series of benefits around your business, as it helps:
Increase trust, as customers connect with you, understand your mission and beliefs.
Increase Brand Loyalty: once customers develop this emotional connection and all the other aspects like quality and brand experience work together, it can help you increase your brand loyalty.
Makes your business relatable. It is not fancy terms, product benefits and numbers, it helps people identify with the values of the brand.
Gives it an emotional level where customers connect easier.
Make your business UNIQUE, your story is only yours, not one person out there has the exact same journey that you have.
Where can you use storytelling for business?
You can use it literally EVERYWHERE you use copy!! Here are some examples:
About me Page on your website
Your origin story
In-person with customers
Trainings
Video content
Podcasts
Your website
Your Social Media
Flyers / Prospects
Articles
Storytelling…
…will increase the visibility of your business, the likeability of your brand, and the trust it inspires, ultimately, turning your fans into customers.
Having a high-quality product or service is a given, the combination of YOUR story, YOUR WHY, YOUR experience is what makes you UNIQUE, but most important, it is HOW you tell that story in a way that your customers feel captivated and how you communicate the value your bring into their lives, that will ultimately make the difference.
You can read this article here if you want to learn more about the importance of your brand story and your origin story:
https://www.blancamelendez.com/blog-entries/understanding-your-story-brand?rq=story
If you need some help bringing storytelling into your brand or strategy, you can book a Consultation call with me, let’s chat.
You can book a free discovery call with me right here and explore ways I can help:
Hi there! I’m Blanca!
I’m a Brand Photographer and Personal Branding Coach, helping female entrepreneurs to create a Personal Brand online that STANDS OUT.
I bring your vision to life, help you come up with one and take you by the hand into the online World if you need me to.