Your story is how you go from being just another “insert job title here” to a brand that resonates and connects.
If you're ready to make big and beautiful things happen with your online presence and really do the work to stand out and differentiate yourself from the crowd by sharing your purpose and methodology and building connections and community with the people who you can serve best, it all starts with your story and understanding the part in plays in shaping your brand and the awesome work that you do.
Why Sharing Your Story Is Important
Your story bridges the gap between what you do and why you do it. It’s how your community and prospective clients can understand not just what you do, but why you care about doing it too. When you have a clear message and purpose to share with the world, it then makes it so much clearer what the results and benefits would be for your clients and customers when they work with you, but to build that clear message and purpose we first and foremost have to understand the part our story plays in shaping and defining our brand.
How It Shapes + Defines Your Brand
Every time you create and share content, every time you work with a client, and every time you connect with your creative pack, you’re bringing to the table everything that has shaped you and your journey so far. Your story is why you’re working so damn hard to make things happen with your business and your work, and it’s how your community and prospective clients can connect with your brand in a deeper and more human way.
If you leave your story out of the conversation, you’re leaving behind the biggest thing that can give your brand more weight and more depth than just being another creative service for hire.
Two Questions For You
1. What is the story behind what you do and why you do it?
Running a B2C service based creative business means that you supply a solution to a specific human need. When the return on investment for your clients isn’t something monetary like it is for many B2B brands, but instead something much deeper than that, sharing your story is how prospective clients and customers can initially understand who you are and what exactly it is you can do for them.
There’s a reason why you do what you do, and there’s a reason why you care about the people who you serve with your business. Once you tap into that, you can really start to see and understand the bigger picture of your brand and then you can use that bigger picture to hone in on your message and expertise along the way.
So ask yourself - what is the story behind what I do and why I do it? What led me to choosing this as my path? What has been the motivation behind all the hard work and late nights that it’s taken to bring my brand to life?
2. How can you share this story in a way that will serve your audience?
Your story is here to help your audience and prospective clients understand what it is you do and why it is you do it. For a B2C business, for someone to decide to hire you to be their health coach, their wedding photographer, their event planner, or their stylist, that decision is based usually on three things:
- Do they trust that you will deliver?
- Do they connect with you and your brand on a personal, human, level?
- Do they connect with your portfolio, your aesthetic, your methodology, and your approach?
Start to explore how you can share your story in a way that will help prospective clients to understand the journey behind your methodology and approach, and connect your brand on a deeper and more human level. The best places to start are:
- Your About Page
- Your Website Copy
- Your Sales Copy
- Your Content
So Breathe Your Story Into Your Brand
Sharing your story is scary. It takes our work from just being a creative service for hire, and instead makes it something so much more deeper than that. It makes it purposeful, human, and something that will just naturally attract and repel along the way. But your dream clients will be the ones who connect with your story, who see themselves in the purpose of your brand, and who you can serve best by showing up and just doing exactly what is you do best.
Don’t be afraid to breathe your story into your brand, to take it with you along the way in this journey and to trust in the power it has to shape, define, and give weight to your work. Your story is what makes your brand memorable and human, and it’s going to play a huge part in helping you to attract and book dream clients along the way.