Communication is an art. Great communicators have the power to really engage with their audience and captivate their attention, encouraging them to buy into both their brand and their message.
On the other hand, it is not an ability that comes naturally to everyone. To those not naturally skilled at communication, it might look like everything good communicators say is improvised and off the cuff, whereas in reality they’ve probably told the same story a thousand times, know exactly how it sounds, what the typical reactions are and how to tweak it for each audience.
Whilst undoubtedly some do have a natural gift, the techniques used by good communicators can be learned. So, whether you’re talking to the press, writing to shareholders, or communicating what your brand’s all about on your website, these ten techniques can help you create your happily ever after business story….
Liberty’s Top Ten Tips for Crafting and Presenting a Fantastic Brand Story
- First things first, get your messaging right. It’s important to establish how you want the audience to perceive your brand, and make sure that what you’re saying is in line with this.
- Secondly, stand out. Make sure your message is distinctive and that you know why your brand or product beats others on the market, and why your audience should listen to what you’re saying. Journalists, investors, consumers and other stakeholders will have lots of other companies competing for their attention, so what you’re saying needs to be memorable.
- Once you’ve established a message, be consistent with it. Make sure all content and spokespeople are aligned with the company’s messaging to ensure that what you’re saying doesn’t become confused or diluted by conflicting voices.
- When crafting content or preparing for an interview be credible. Provide tangible evidence to support your claims and show they aren’t over-hyped.
- Make sure to talk in simple terms and easily understood concepts. Speak directly to your customers’ needs, and don’t use industry jargon that could get lost.
- Whether writing content or speaking to an audience, make sure that you have a great beginning and an end. No one’s going to remember every element of a story, but the beginning and end should stick with an audience. The start should be attention-grabbing, while the end should leave your listeners with key messages to take away.
- Chronology isn’t important, so you don’t need to start at the beginning, especially as, generally speaking, the interesting bits are unlikely to be the things that happened first. Nor do you need to detail every step of your journey like a historical journey. Instead, give your story an interesting trajectory that builds to the conclusion.
- Give it some personality. It doesn’t matter who you’re talking to or trying to reach, the number one thing to remember is that they are all human beings with their own thoughts, feelings and emotional triggers (no matter how hard they’re trying to hide them). Facts, figures and proof points are important, especially for the left-brain thinkers out there, but they’re not the be all and end all. Emotion has proven to be an effective marketing tool so whatever your company’s area of expertise, relate it to personal experience in some way and create a degree of emotive contact. People buy from people after all, and genuine sentiment goes a long way to belief in you and your brand.
- Show not tell. The old adage that a picture is worth a thousand words is more than the product of folk wisdom. In the age of digital and social media, the importance of imagery and short, snappy messages has sky-rocketed.
- If you’re talking to a live audience, be it at a press conference, speaking at a congress or even a webinar, practice really does make perfect!
The Liberty team know how important it is to communicate the right message to the right audience, so whether it’s support with content creation, branding, or knowing how to talk to your target audience, we can help! To talk to someone from the Liberty team about what we can do to sell your brand’s story, please call us on +44(0) 207 751 4444.