Brand authenticity matters. Recent surveys show that 90% of Millennials, 85% of Gen Xers, and 80% of Baby Boomers say they value brands that come across as genuine. In an era of influencer marketing, consumers can easily discern stock imagery and exaggerated stories from user-generated content and the truth. Beyond social media, it is crucial to integrate your brand’s story and company culture into all aspects of owned and paid media.
Owned media includes your social channels, website, blog, emails – any marketing channel that you control. Paid media includes advertising your brand pays for, such as PPC ads, boosted/promoted social posts, and print ads to name a few. Lastly, earned media are mentions of your brand by others on social media, on blogs, in the news, or elsewhere. Ensuring your brand’s image and message are clearly defined within each category is necessary to present a cohesive story.
Selling your brand’s story starts with – you guessed it – the actual story. With authenticity in mind, you’ll need to ensure you’re painting a picture of how your company got to where it is today. Information you will want to share includes the names of the founder(s), key players, where it all started, how far you have come, and where you see the company going. Hiring a professional copywriter will be crucial for conveying all parts of the company’s story in a professional manner.
There are two places on your website that are best suited to host your brand’s story, the About Us and Mission pages. Consumers want to feel a connection to your brand and these are common pages they research during their buying journey. Once your story is solidified it will be easier to communicate your message to key audiences.
Some factors that inhibit the creation of a cohesive story and authentic brand image include:
- Typos – Nothing says unprofesional like mispelled words. (See what I did there?)
- Contradictions – Make sure whoever is sending out information about your company on the internet is fully trained to avoid posting content that contradicts the company’s brand. For example, if you have a fitness company, don’t post your employees drinking soda at a team party.
- Obvious Stock Imagery – It is best to take your own photos whenever possible. Stock imagery is often easily identifiable for its exceptionally bright lighting and artistic composition.
A significant amount of planning and strategy goes into creating a professional, yet genuine brand story. Sometimes it takes an external set of eyes to help craft the perfect message. If you need help branding or rebranding your company to improve customer engagement and increase sales, give our team of creative marketing professionals a call – 301.725.8000!