Learn your brand’s core emotion so that you can connect with more clients & build a business that’s true to you.
“People talk in stories and so must we.” I love this popular marketing quote, and telling your brand story in an authentic way is a topic I’ve been thinking a lot about when it comes to brand & web design projects.
Specifically working with my clients and building their brands & websites in a way that’s really impactful, sustainable and moves them closer to working with their dream clients.
Along with WHY this is important, and how you can do it in a meaningful way so that you can build a connection with the right people who land on your site, and guide them towards becoming a paid client.
Today, let’s talk all about story. In the past few years of working with my 1:1 clients I’ve spent a lot of time figuring out a design process to create brands that are not only beautiful but also strategic. I want my clients to walk away with a brand & web design that help them grow their income to a sustainable place, so that they can have the lifestyle they’re really desiring.
Once you start to think about stories and how we tell them in our businesses, you’re going to notice storytelling happening everywhere. In really captivating instagram captions, in blog posts, in newsletters, on sales pages that make you want to hit “BUY” right away.
Those are all laced with stories to give the brand a deeper connection.
And it’s amazing. Story is so powerful.
Now, if you’re already sitting there thinking, “I don’t know what you’re talking about, how do I tell a story through my brand or website?!” then this blog post is for you, friend.
I think it’s so interesting the time we’re in right now. There are so many small businesses and creatives in the market. You might even feel overwhelmed by it sometimes. It’s easy to feel like every market is completely saturated.
The truth is, there are a lot of people who have the same technical skills that you have, no matter your market.
Your stories, your values, your personality. That’s what you bring to the table. You’re the difference.
Those stories are something that your potential clients can grab onto and feel connected with your business, booking you over somebody else.
I’ve found this to be true with my clients. When we dig deep and hone in on those stories to weave into their business, through design, marketing and copy, it really helps them form meaningful connections with aligned clients.
And that’s the goal at the end of the day, right? You want to connect with people who are aligned with your business, and storytelling is a very powerful way of doing that.
I love breaking down a process into steps, so I have 3 for you today.
Your origin story is: how did you get here? What path did you take that brought you to this point? Tell me about the stars that aligned, the decisions (big & little) that led up to you serving clients or customers in this exact business.
It’s so interesting hearing the twists and turns of a person’s life that brought them to this pursuit. And this is something that your clients and customers want to know!
So, first and foremost, nail down this story. It’s even great to write it out and have a long version + a short version that’s ready to share.
This one is two fold, but along the same lines.
Your aha moments are specific details that you can pull from your origin story. Really specific moments where things shifted, or you had an idea. Or even a certain client / project that you worked and that shifted the trajectory of your business.
Think about the times when you thought, “Wow, there’s a need for this” or “I’m really good at this — I need to share it with more people.”
The second part of this one is focused on the connection points. These are little details, preferences or personality traits that you ideal clients can recognize and connect with. You want them to say, “Hey, me too.”
Having connection points with your ideal clients helps build a bridge between you, create trust and a level of understanding that guides them towards booking or buying from your business.
These are really important, but they can be anything big or small. Find what works for you and your personality! Some examples of connection points to get your creativity rolling are:
As you can see, connection points come in all shapes and sizes, so you have to find what works best for your business.
Just remember, people want to buy from a person, not a faceless machine. These can be so helpful in telling your story, particularly on your website, and creating a meaningful connection with your potential clients.
Now let’s take that background work and actually use it to create a design that reflects your unique business.
Related: I believe strongly in having a strategic foundation for your business, and that’s why we focus so much on story before we turn that into a design! Want to know more? You can read:
Let me break this down for you. As you’re diving into your origin story, aha moments & connection points, you might notice a few emotions pop up.
What emotions are you connecting to your business and how do you want your ideal clients to feel?
For example: if you’re a photographer who loves shooting those intimate, non-posed moments, you ideal client will value that as well. Some emotions that you could connect to your business are: approachable, warm and thoughtful. This is how you want her to feel when she looks at your brand & website, so that she trusts you to capture those close moments.
I would suggest narrowing down to 1-3 main emotions that you focus on throughout your business.
Design often elicits an emotion, so the process here is using these emotion words (along with everything else you know about your business) and finding visuals that match.
This is a big part of the Brand Strategy portion of my Custom Brand Experiences that I go through with my 1:1 clients.
But if you’re more of the DIY type, I have two freebies in my Resource Library that will help!
Both my Brand Audit Guide & a Moodboard Template are designed to help guide you through the process of creating a soul-aligned visual brand using the same process I use with clients.
I hope you feel excited now to start weaving story through your brand & website design! It’s an ever evolving process but with these 3 steps you can get started and build towards a very client connecting business.
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