Your business needs a unique position to stand out from the crowd. More than just your products or services, a brand story helps you to differentiate yourself in a busy marketplace.
Creating a brand story that separates you from your competitors is an effective way to engage your audience with solutions that you can provide.
There are five key elements to any effective brand story. Here, we’ll take a closer look at those elements and give you tips for how to create a statement that sets your business apart.
Address the Problem
People come to your business to answer a problem that they have. Your job is to provide a solution that fits their needs.
The first thing you need to do is communicate with your audience what it is that your business does, what solution you provide. Your story starts with an understanding of your target market’s problem and how you solve the problem.
Your website homepage needs to identify the issue of your marketplace and how you solve the problem in a simple and succinct message. For example, your fintech might acknowledge the overcrowding in the market and solve the problem of too much choice with simple solutions all in the heading, slammer, and banner above the fold.
eg. Fintech Solutions, Simple Solutions for Online Retailers; we provide accessible and easy solutions to new online merchants with sliding scale rates and one-on-one consultations.
How You Create Solutions
You need to tell your audience how you developed the solutions to their problems by resenting a story that includes your brand empathizing with your target customers’ needs. If your fintech was created by a small group of entrepreneurs who were tired of poor API solutions that created barriers to selling, you need to share that story and create a connection. Even if this is not the case, creating a narrative that connects your target audience with your brand is essential to the success of your brand story.
This empathetic version of your brand story makes potential customers believe that they are not alone in their struggle, and therefore, also not ‘stupid’ for seeking out such a solution. When you create a story that people can relate to they tend to feel more secure and develop a sense of loyalty towards your brand. The personalization of brand messaging is still the key to securing sales, so the better that you can identify with your customer persona through a brand story, the better for long-term success.
The Way Forward
Once you have captured the attention of your target audience with a sense of identity, you need to share how you changed your fortunes by implementing your solution.
Sharing success stories of your business or those you have provided for is a great way to show how your products or service provides a clear path towards success.
If your fintech developed an API that seamlessly integrates with a variety of architectures with little or no downtime, this is a massive win for your business and something that potential customers want to know the details of, without you having to give away inside secrets.
Invite Them to Contact You
Now that your target audience knows the who, what, when, where, and how of your solution and brand, you need to ask them to contact you so they can benefit from what you have to offer.
Your website should offer multiple opportunities for customers to contact you including email, phone, chatbot, mail, and social media. It is important that you provide CTAs that are clear and visible on the home page. If you have captured the attention of your audience, let them find you easily. It should never be a challenge for a potential customer to contact your business, be it for new or existing customers.
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