Storytelling is easy to understand as entertainment, or as a tool for teaching, but what does it mean to tell a brand story through content marketing?

Well, to me a brand story is the best way to show your customers how you want to help them, and why, and the most effective way to show potential customers what you represent.

But, I hear you asking, how do I do that without coming off cheesy, insincere, or (worst of all) slimy? That’s not easy, I’m afraid. People have been conditioned to not trust company statements or messaging, and the hill you have to climb to ear that trust is steep.

It’s worth it, though. I promise.

The first step in good brand storytelling is Knowing your audience. Who are your current customers, and what types of people do you want to become your customers? Until you define those personas and have a sense of their needs, wants and challenges, you won’t be able to move forward.

Second, it’s critical to determine how your offerings Meet your target markets’ needs. Look at that list of personas and the wants, needs and challenges you outlined above and make sure your products or services are actually set to help them. If not, go back to step one and make sure you’re looking in the right place.

Finally, it’s time for storytelling. Decide what the core story of your brand is. How does your band help your customers and potential customers? Be honest here. Don’t make claims you can’t easily support. Don’t make promises you can’t keep, and do not lie to look good. If you want to earn trust, and start moving customers down the marketing funnel toward becoming loyal fans, you can’t even smell like a shill.

Brand Story, and Content, need to offer information, advice and personality to your audiences of current customers and targets, and it needs to be valuable inherently to them. That’s lesson one.

Come back next week as we dig into audience personas.