3 Exercises to evaluate your brand story

You’ve probably heard the term “brand story” being tossed around a lot lately. It’s not a new concept, but it’s certainly all the rage at the moment.

If you’re unfamiliar with it, you’re certainly familiar with this question, “So, what do you do?” In conversations, your brand story starts there.

In short, your brand story is the collection of words you use to describe your organization, images or visuals you use to illustrate it, colors that give it more depth, and even the emotions that your mission makes people feel.

It’s you…in a big, ol’ nutshell. And all of that means that it’s important to have a compelling brand story.

It could mean the difference in having more sales or donations, interested partners and sponsors, and enthusiastic advocates—or not. It’s that vital.

And with so many amazing nonprofits, social enterprises, and mission-driven small businesses out there, knowing how to tell yours in a way that engages others is critical. It’s also what sets you apart.

It’s your story. How are you telling it? And, to take that one step further, how are people talking about you? Are they saying what you want them to? If not, it’s time to re-examine your brand story.

As I mentioned above, there are multiple components to your brand story, but for the moment, lets focus on your words. The way you explain your mission in conversations, on your websites, on social media, and in any other number of places makes a huge difference.

Does it make people feel excited or sad?

Does it make people want to hear more about you?

Does it help people see how you’re organization is different from everyone else?

Does it entice them to take action?

Your brand story is what helps people decide if they want to take the next step with you.

If you’ve realized some confusion in your messaging, aren’t connecting with your target audience, feel like your words lack luster, or have shifted focus, this is a terrific time to evaluate your brand story.

Let me give you three, simple exercises to make what you say matter more.

 
 
 
 
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Kristi Porter, founder of Signify

I'm Kristi Porter, and I started Signify to help small nonprofits and for-profits with a social mission get noticed and grow through effective marketing and communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to make sure you focus and shine. When you succeed, we all win.

 

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