Tell Your Brand Story Online | Internet Entrepreneurship

One of the most important ways a business can market itself and create differentiation is by telling its own unique story of creation. This idea not only applies to traditional, brick-and-mortar businesses, but also internet-based businesses or even companies with an online presence. There are many ways to present one?s story to customers online. Scott Steinberg posted a terrific article to Mashable.com?s business section about this very subject.

Steinberg says in the article a business can create customer loyalty and brand awareness by developing a compelling narrative about the brand. He lists eight different ways this can be accomplished:

1. ?Rise above problems and offer meaningful solutions.? This first method simply means to chronicle exactly how the business solved a customer problem. Use various methods to convey this point, including video and customer testimonials.
2. ?Take viewers behind the scenes.? Let the customers experience who exactly makes the business work. Let them see the individuals responsible for the company?s success. This tactic allows the customer to empathize and identify with the business, which engenders loyalty.
3. ?Act as an industry insider.? Build original content on the website through employee-run blogs, etc. This original content should include tips and information about the specific industry in which the business is competing. Not only will customers appreciate the attempt to educate them, but it will also serve as a way to reinforce the expertise of the business and its employees in whatever industry it competes.
4. ?Find unique ways to recount your origins.? Steinberg cites Facebook and Craigslist as two examples that use this tactic well. The way this can be accomplished is by revealing the personal struggles and tribulations that built the business? foundation. From the customer?s perspective, this gives the company a ?face.?
5. ?Explore interactive solutions.? Use creative means to tell the brand?s story. Videos, visuals, apps, and games are just a few of the possibilities.
6. ?Discuss your future.? Tell the customers your hopes and dreams, as well as the practical ways you plan on reaching them. Of course, this does not mean revealing potentially damaging information. Another interesting option here is to include the customers in this by giving them a voice for input and advice. This gives them a personal stake in the company?s future.
7. ?Salute your community and your heroes.? Tell the customers who was integral to the success of the business. Who provided inspiration? Who did the founders admire and aspire to emulate?
8. ?Speak about topics close to your heart.? Speak about social issues in which the business can be involved. Steinberg mentions TOMS and how their charitable element has made them a success.

The eight tactics above can increase customer loyalty and brand awareness by revealing the business? brand narrative. Great advice from Steinberg for any e-business.

Source: http://internet-entrepreneurship.com/tell-your-brand-story-online/

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