Your Brand Story – what it is and how to tell it
Chris Whife 7th October 2016
Put the marketing and sales departments of any large company together and pose the question: “Which is more important, sales or marketing?” then sit back and enjoy your coffee while they slug it out.
Sales will tell you that the company would die without them, because sales are what generate actual money, without which the company can’t survive. Marketing will tell you that without them, the company’s sales would be nigh impossible to make, as potential customers won’t have a brand they can research and gain trust in, and the market won’t be aware of your company.
The thing is, they’re both right. Sales is a critical element of revenue generation and DaaS is there to support the sales function from prospecting to after-sales. But can it help tell a brand story – and what is a brand story anyway?
A brand story is the story of your company; a living, constantly growing thing to which new chapters get added and older chapters become history. It isn’t just a static tale that gets popped onto your website home page and forgotten. In fact, much like any individual, it has rich and varied layers that speak about the company’s history, its growth, difficulties it faced, obstacles it overcame, and its dreams and goals for the future.
A well told story can engage potential customers, create awareness of your products and services in the market and help generate interest in what you do. It’s certainly not hard-sell stuff, though. This is the long game, the slow burn that makes sure that when someone is looking for a product or service like yours, your name is the one they think of. It’s a story that supports sales, rather than driving them, but which helps you grow a long-lasting, resilient company.
All too often, though, the marketing team is tasked with writing a brand story and ends up having to dash off some jargon-heavy, made-up nonsense that doesn’t really tell your story. It might be filled with advertising-speak and marketing gimmicks and it’s as transparent as the boss’s corner office window.
The thing is, people are getting tired of advertising, and want to hear a real, relatable, genuine story. To write your brand story, you need to know what it is, how to find it, and how to tell it. You need to ask the questions, where do we come from, what have we done – good and bad – and how have we dealt with our obstacles? What have we contributed to our communities and, most importantly, how do people see us? What do they think of us?
This is where DaaS can be very useful. By using your target audience, which you can establish using a good DaaS system, you can conduct thorough research into yourself, your own brand, in order to be able to tell the story. You can also find out how well your story reads – do you come across as a hero, or a villain? And if it’s the latter, how can you tell people that you’re changing, that you understand that you’ve gone wrong and are working on making it right?
Telling a good brand story doesn’t end once it’s been written down, either. It is a continuously growing thing, that gets told through your marketing, your social media, and the people who work for you – including those sales people. A brand story isn’t just a clever one-pager made up by a good copywriter, it’s a story that gets told every day, by everyone whose life you touch and it’s up to you to make sure that story is a good one.
Sales vs marketing – is it really a thing? Are the concepts in opposition or can they work together to boost your business? Next time we’ll look at prospecting and how to use both sales and marketing techniques to be a prospecting genius.