Anyone can make a presence for themselves on the internet.
Whether through creating a social media profile or building a website, your business can easily make information accessible to users anywhere. However, the sheer volume of content to compete with online means that it’s vital to stand out, and to make a genuine connection with your audience.
The best way to do this is to tell a story.
Stories connect with people on an emotional level, developing familiarity and trust. They can engage readers, and establish your position as a source of expertise.
This doesn’t mean you need an in-depth company history on your homepage – with strong and coherent branding, who you are and what you do could be conveyed at a first glance.
You know what makes your work valuable, but does your audience know?
By constructing a narrative that tells the reader why your business started, what you want to do, and where you’re going, you can use genuine examples to demonstrate what makes you stand out from the competition.
An ‘about us’ page on your website is a useful place to outline this. You could also include a ‘history’ page to explain how your business has developed, but it’s best to keep this concise.
Good storytelling gives the reader just the right amount of information, but not so much that they lose interest.
If you keep your information succinct, people are more likely to come to you to find out more.
Tone of voice
The way you speak should reflect your values and purpose, and match up with what you say about yourself.
Starting with these unique qualities will create an authentic tone of voice that supports your narrative.
There are a few choices to consider when you’re establishing this: do you want to sound formal or informal? Quirky or serious?
Making these decisions is generally a case of finding the right balance to suit your audience.
Most people won’t enjoy a story if they don’t connect with the characters.
In much the same way, if web visitors feel connected with your business, and with the people in it, they’re more likely to take a genuine interest.
The anonymity of the internet can often distance you from your audience, so it helps to show a human face.
A ‘meet the team’ page can provide this personal connection, at the same time as showing off your team’s individual skills, achievements and expertise.
Across all aspects of your storytelling, the most important thing is to keep it consistent.
If the tone of your content varies wildly from your website to your social media feed, or if the imagery you use conflicts with what you say about yourself, your audience will be left unconvinced.
To maintain consistency, make sure everyone in your team is aware of your branding, the values behind it, and how to follow it.
Out of date pages and infrequent social media posts can also give a bad impression, so remember to update your content regularly.
If you want to talk to us about your brand story and how to tell it, then why not drop us a message.