Why it’s important to tell your company story (and how to do it)

Here we share some tips on how tell your story online.
First explaining why it’s important, and then how to begin doing it.

Why your company story matters

1. Story humanized marketing

The human brain loves a story, especially when told well. Without it, your website visitors will zone out faster than you can say ‘About Us’. Sure, brand storytelling feels a bit like a 2014 buzzword. “But it is rooted in humanizing marketing,” Atkinson explains. “People these days may not trust advertising. Yet they still want help to make decisions.”

2. Story empowers people

Story isn’t an entertainment thing, although if your company story involves a rollicking yarn, so much the better. What’s important is moving from simple selling techniques to communicating authentically about where you stand, what you believe in, who you choose to work with, or your approach.
It’s not selling to someone in any direct sense and it allows people to feel like they can make more empowered decisions.

3. Story makes your name memorable

It’s not just about generating trust and empathy; it’s making sure your name is remembered. We don’t remember facts, we tend to remember stories.
If someone tells me a story about themselves and why they do what they do, that is much more memorable to me than someone’s big tractor.”

How to tell your company story

1. Start with a brand position

What do I stand for? What does that mean for my staff? How do we live that every day? What’s our tone of voice? What do we sound like? What are our values? And why do we do what we do and what does that mean for our clients? Find the gut emotion, the real reason your farm exists and operates.

2. Be authentic.

To generate empathy and rapport, your message has to not only be authentic, but must be rooted in something that matters to the consumer.
Something that gives the client an idea about where the farmers have come from and their drivers.

3. Structure the narrative.

Your story needs to have a narrative arc with beginning, middle and end. It has to go somewhere. And the reader has to care about what’s going on.

4. Tell it in multiple ways.

Your story should be present at every customer touchpoint. It’s not a matter of posting some sentences up on a website and being done with it. Once a client has heard one story a few times it loses its impact, so find multiple ways to tell it. Tell different elements, such as the story of an employee in the business, or the story of a customer.

5. Be unique.

If you strip back the different farm brands out there, the fact is that most farms will be perceived as pretty similar from a consumer’s point of view. So, from the farmers perspective, it’s important to extend your brand beyond just a logo into a feeling of why you are different. How can you create something that seems different and unusual so people share it? It starts with words on a page, your profile, or your website, but you want to explore how else you can bring that story to life. You want storytelling to be something that excites people and surprises them in order to best foster that immediate connection between yourself and potential clients. People want to do business with people they like and seem like they understand where the client is coming from. That’s what it boils down to.


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