So what’s your story? Your brand story? Every business has one. Your brand story shares your company message, mission and vision with your prospects. It can help establish you as a recognizable brand, motivate folks to follow and buy from you, and it can build company credibility. Your brand story is your foot in the door with potential prospects – it’s how you connect with your audience.

Identifying, or creating, your brand story is only the first step. You then need to effectively communicate it with your audience. Let’s take a look at some of the ways you might accomplish this.

#1 Get Personal

You know what your business is all about. You know what’s near and dear to your heart but do your customers and prospects? Share stories, personal experiences, and activities that reflect not only your brand story but also what’s important to you.

For example, if you’re a personal trainer you might share your race results for a fundraiser event. Talk about why you chose that race, what your challenges were, how you overcame them, and how much fun you had. This personal story helps connect you to potential customers and prospects. It helps them understand who you are and motivates them to connect with you.

#2 Invite Your Visitors and Followers to Peek Behind the Curtain

What better way to show folks who you are than to invite them inside your business. Of course you can’t literally invite them into your home and office. However, you can take photos, videos and share information about what goes on behind the scenes. It humanizes you and connects you to your prospects in a unique way. Again, let’s use the example of a personal trainer. They might share a picture of what they eat before they work out or share a quick video of a sample training session.

#3 Obstacles and Challenges

What obstacles and challenges did you have to overcome to get where you are today? You already know the challenges your audience is dealing with and how you can help them solve their problems. That’s why you’re in the business outré in. And you likely have had to deal with the same challenges. Why not share those overcome obstacles with your audience? Be transparent about your path.

Once more, using the personal training example, why did you become a personal trainer? What was your life like before you found fitness? How has it impacted your life?

Your brand story is the single biggest tool you have to connect with your audience and gore a lasting relationship. There are many ways to communicate your story to your audience. Make sure you’re sending the right message.