How will your audience know you understand them if you never tell them?
How will they know you don’t judge or make assumptions about them if you never show them?
How will they know you listen to their unique needs, honor their feelings, and operate from a place of empathy and compassion if you never share yourself with them?
For your audience, brand storytelling helps them see they can trust you. It guides them to the solution they need (the one you provide).
And it prepares potential clients so they’re clear on what they need to know before they work with you.
But what do you, the business owner, get out of sharing your story?
What goals have you set for your business?
Do you want to
grow a loyal audience of dream clients,
build authority in your niche,
Position yourself as an expert in your industry,
be invited to speak to other people’s audiences,
Or increase sales (and boost your income)?
Your story can help you do it!
Building a relationship with your audience is a lot like making new friends and nurturing your relationships with the older ones. Looking at building that relationship the same way you look at building your personal relationships means…
Your audience is more likely to feel comfortable reaching out and coming to you for help.
You can get as raw and candid as you want as the relationship (and your own comfort level) grows.
You can adjust your message as you continue to get to know them and their needs better.
You can create opportunities for conversation in the places people go to build relationships with one another.
In every relationship, we realize we have something in common and think, “Hey! I like them! I want to get to know them more!”
From there, we begin to define the strength and depth of the relationship. We begin to consider whether we can trust this person with our deepest thoughts (or problems).
We begin to wonder if the time, energy, and access we’ve given to getting to know this person is worth it. And If we believe this person truly has our best interests at heart, we begin to believe we can trust them!
If all goes well, we get the thing we’ve been seeking all along — be it friendship or a solution to a problem we have.
Sharing your story creates a conversation between you and your audience. That conversation helps you build a genuine relationship with them. And it helps them get closer to something they need, want, or desire because now they feel seen, heard, understood, and valued too!
What goals have you set for yourself?
I’m willing to bet you have some personal, possibly “selfish” reasons for sharing your story too!
Do you want to:
find your voice,
take care of your family,
share your gifts and passions,
teach using your knowledge and experiences,
do what you love,
or change the lives of others?
Again, your story can help you do it!
Sharing your story creates endless opportunities for you to genuinely connect with your audience on a much deeper level. It makes it crystal clear who your audience is (and isn’t) because they’re the ones who can relate to your story most.
And if you built your business to fill gaps you see within your industry, it makes it easier to explain a problem you solve, how you solve it, and why you chose to step away from the norms that you believe hold everyone back!
This is especially helpful if the problem you solve is difficult to identify or if the solution is more complex to the average person.
Just remember, sharing your story doesn’t mean you have to share all your business! Your story is NOT an open house for people to wander through. It’s more like an invite-only party with security around the parts you want to keep to yourself.
That’s partially because your audience may not care about every single part of your life. And partially because what you share is up to you!
No matter how helpful or relevant an experience maybe, you do not have to share your entire medical history, your deepest traumas, or every detail of your relationships, if you don’t want to.
The goal of storytelling isn’t to share your entire life story. Instead, the purpose of sharing your story is to share the things that are relevant to your audience and that get them closer to a solution to their problem — the solution you provide. The best way to do that is to share stories that…
Educate them about your industry or niche (and how you can help them).
Encourage them to believe they can make a change in their lives (related to what you do).
Entertain them because everyone likes to be entertained (and it’s an easy way to grab their attention).
And emotionally connect with them on a one-on-one level like no one else can because you’re the only person with your unique set of experiences.