When people think about branding, they often think about logos and colors. Those are important aspects to a brand, but they’re really just reminders. Your true brand is telling a story.
This isn’t the story of your founder. It’s awesome that your grandfather started the company during the great depression and that it’s been in your family for 90 years, but that’s not the story that people care about. People want to know the story of why your company matters to them.
It’s the story of how your product will make them feel better, or work more efficiently, or raise more money, or keep their employees safer. It’s the story of how your product will make them healthier, or how it will help their children perform better in school.
Even moreso, it’s the story behind those stories. What does working more efficiently really gain for a company? Why does it matter if their children perform better in school?
You need to have this story polished, and it should be front and center. People have problems, and your business solves a problem of theirs. Share the problem, share your solution, and share how their life will change as a result of working with you.
Then, once they’ve become a big fan of yours and how you’ve helped change their life, they might find it really neat that to learn about how your grandfather was able to get things started all those years ago.
