Business owners are often major ambassadors for their brand. Through their actions and words, they can help customers identify with a company’s services. And just like influencers, a business owner also needs to be a keen storyteller and a strategic ambassador for the company, in order to help change people’s minds when it comes to products or services.
This means that entrepreneurs need to present their company’s image to consumers in the most effective way possible, so as to achieve higher levels of engagement and buy-in. To find out more, members of the Forbes Agency Council, below, delve into some of the ways that business owners can become better storytellers and brand stewards for their companies. Here is what they advise:
1. Live Your Own Truth
The best way for business owners to become better storytellers is to be authentic and to live their own truth. When you aren’t afraid of what people think and you move forward with passion and conviction, everything starts to align. Don’t be afraid to tell your own story the only way you know how to! – Jose Aristimuno, NOW STRATEGIES
2. See Your Brand As A Living Thing
They should see their brand as living rather than a static, shiny object. A brand is a relationship with your most critical external audience, the audience you cannot live without. Like any relationship, communication is the key, which starts with listening and understanding—there is no other way to consistently meet the needs of others if you do not know what they are. – Daniel Hill, Hill Impact
3. Make Your Customers The Heroes
Business owners need to understand that they are not the star of their story. As business owners, we need to make our customers the hero. We get to be the mentor who guides them along the path. – Robert Warner, InvisiblePPC
4. Study Amazing Storytellers In Other Fields
Study amazing storytellers that are outside of traditional entrepreneurs. Think of people like Pete Doctor, who’s the Chief Creative Officer from Pixar, or Brandon
Stanton
from Humans of New York. – Daniel Wu, Nimbly
5. Tailor Your Brand Story To The Audience
Share your brand story frequently and tailor your delivery to your audience. By making it relatable, you empower your audience to champion your story. – Ryan Hansen, LumenAd
Read more in You — Yes, You! — Can Be A Storyteller
6. Write Clearly And Authentically
Be vulnerable, authentic and honest. Know your subject matter inside and out. Write so that people can understand what you’re trying to say and don’t try to make yourself sound smart. People will never care how smart you are unless they can understand what it is you’re even trying to say. – Greg Trimble, Lemonade Stand
7. Understand The Company Inside And Out
I believe it’s essential to experience all aspects of the brand and business from the company side as well as the consumer side. I advise my clients to understand the intricacies of the company and the consumer. People, in general, find value in different things, so a comprehensive approach to disseminating a brands vision is appropriate in most cases. Knowing the company inside and out as well as what the consumer finds valuable can help shape the overall message that the business owner would like to convey. In essence, I tell my clients to know their industry, know their company, and know their customers. – Deric San Juan, Alpha 3 Marketing Group