Consumers are increasingly looking to form emotional connections with the brands they support. It is crucial for businesses to evaluate their messaging as consumers are losing trust in companies that lack transparency. Consumers are more inclined to purchase from companies that have purpose-driven, authentic stories that build customer trust. If people do not believe in the founder’s story, they are unlikely to believe in the company. It is no surprise then that Merriam-Webster’s 2023 Word of the Year is ‘Authentic’.
Authenticity
Authenticity can be a challenging aspect for business owners, particularly if they have difficult past stories. However, delving into those challenging stories is essential to create authenticity in both internal and external communications. Earning the trust of employees and consumers is crucial to the success of the company.
What does it mean to be authentic? To be authentic, business owners need to embrace vulnerability.
I understand that vulnerability can be intimidating, but to share the how and why of your entrepreneurial journey, you must be willing to open up about the less glamorous parts. If you require assistance with incorporating vulnerability into authenticity, working with a business story strategist can aid in presenting all aspects of your path and business in a way that accelerates growth through an authentic story strategy.
Elements of an authentic story strategy
The key elements of a good story include an engaging main character who the audience can support, a conflict that prompts the character to seek a solution, and a resolution that inspires them to make positive choices.
Main Character: Company founders are the protagonists in the story strategy. Employees and consumers need to know the founder’s authentic story to connect with them and understand what they are supporting.
Conflict: Detailing how the founder embarked on their current path, the conflict they faced, the problem they aimed to solve, and the journey with its failures and challenges is crucial. Honesty in portraying this conflict is essential for authenticity.
Resolution: Highlighting how the issues were resolved, how the company addresses these concerns, and how it impacts others’ lives showcases the company’s mission. A natural progression towards solving real problems garners support from the audience.
Audience: Many businesses overlook the importance of identifying their ideal audience. Successful stories are tailored to a specific audience, rather than aiming to please everyone. Focusing on the specific concerns of a specific audience similar to yourself increases the likelihood of a successful venture.
What’s the point?
Storytelling holds immense power in conveying authentic messages that establish strong connections, leading to loyal customers who advocate for the brand. An authentic story that elucidates the “why” of your business enhances client attraction and fosters trust among customers.
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