How your brand story helps define your audience

Maya Angelou said that there is no greater agony than bearing an untold story inside you. Sometimes we don’t even know what those stories are until we start telling them, but a pretty cool kind of magic happens when we start engaging our imagination in story.

 

My friend called me out of the blue the other day. “I’ve got this idea for my business”, she said, “What do you think?” … And what ensued was about an hour-long call during which we crafted a story. A story that came from an idea, was questioned, teased out, explained and injected with the wide-eyed wonder of “What if …”

 

“What if …”, comes from the space of creative imagining. It’s a juicy alternative to the "What IS…” question, which is often what we ask, and which often gets us stuck, when we’re trying to think of business ideas and solutions. We get the idea, the creativity happens, we get all inspired imagining the possibilities … and then we stop imagining, become robotic and serious (AKA clever and astute business people), and start trying to nail down the characteristics of the ‘target’.

 

And sure, I know it has to be done and I completely understand the value in doing it. Knowing your audience is critical so it’s worth getting right. You absolutely need to, no question. But I also see how dry and ineffective addressing questions about the problem you’re solving, the profile of a person with this problem and why they’d choose you to solve it can get. Ironically, the ‘personality’ you’re trying to paint and bring to life through this questioning is at grave risk of becoming, well, rather lifeless and one-dimensional.

 

When you’re imagining and wondering “what if …”, you're naturally thinking in terms of story, a good story. Unconstrained by what’s plausible and measurable and even realistic, your values and desires start to show up all by themselves and if this is a story you’re creating with another person, then all sorts of good starts bouncing around between you. What’s happening is that you’re engaging imagination with inner values, and that stirs up emotion. Once you’ve got the emotion happening, you’re starting to tell a pretty compelling story. It’s believable because it’s got a bit of heart in it and humans connect with their hearts, not business analysis.

 

And keep talking! Now that you’re in there, telling that story, seeing the vision, try asking one of those targeting questions. Now try asking what problem your product or service is trying to solve. How does your answer sound now? Long? Detailed? Passionate? And what about describing the person who experiences this problem? What are they like? Who are they? What does the problem look like and how does your brand show up for them? When you’re in the story, these questions take on a whole new dimension. Your answers are juicy and ripe and full of the thing that’s going to allow you to stand out - heart.

 

Knowing your brand ideals and enveloping them in a brand story emblazoned with detail starts with imagining that story. Wondering “What IF …”, rather than asking “What IS …” can unlock the heart in an idea and craft a story that really comes alive. A story that makes it easy to pin-point your target audience because you’ve allowed them to become real in that story. And when the story’s real with real characters and real heart, that’s when you’ve got the seed of potential for real connection and serving your audience with outstanding usefulness and personality. 

Photo credit: Image by johnhain via pixabay