A brand story is a narrative that describes a brand’s history, values, mission, and personality. Its purpose is to connect you as a freelance writer to potential clients and help them understand your unique selling proposition and why they should choose you over your competitors.
If you craft a compelling brand story, you can make yourself stand out from the crowd and position yourself as an expert in your field. In addition, a good brand story goes a long way to attracting clients who share your vision and values, which is important for building better client relationships that provide you with work you really want to do.
In this guide, I explain how to craft a compelling brand story and the elements it should contain. I also provide some top tips on finding your brand voice and making it real.
Keep reading to learn how to create a strong brand story that resonates with your clients and boosts your freelance or copywriting career.
How Can You Craft a Brand Story?
To craft your brand story, you need to research clients, identify the story arc, find your brand voice, and produce a polished final version.
Client Research
When creating your brand story, you must understand your target audience of potential clients. Here are some top tips on how to carry out client research.
Review the Client’s Website
First, review the client’s website and social media channels. That will give you a good idea of the client’s brand voice and the kind of content they publish. Try to find their mission statement, core values, and target audience to ensure they align with yours.
Interview Potential Clients
Interview potential clients to learn more about their business, including their values, vision, and goals. You should also ask them about their readers and what problems they are trying to solve.
Analyze Client Customer Data
Look at the client’s customer data to gain insights into their demographic information, information requests, and pain points. You can use this information to create a brand story that resonates with your potential clients.
Look at Client Competitors
Take a close look at the client’s main competitors to see what they are doing well and where they are falling short. That helps you identify areas where you can raise your client’s profile in their niche or marketplace.
Identifying the Story Arc
When working on your brand story, you need to identify and use the story arc to the best effect.
Begin with the challenges you’ve faced as a writer. For example, did you struggle to find work when you first started out? Were you unsure of your writing abilities? These challenges can serve as the foundation for your story arc.
Next, look at your breakthroughs and notable achievements. You may have secured a major client who launched your freelancing career or received positive feedback on a piece you particularly enjoyed creating. Highlighting successes gives your story momentum and keeps it moving forward rather like the action scenes in a thriller.
Finish off by mentioning the transformations you’ve undergone as a writer. Have you gained certificates? Did you hone in on a specialism and become an expert? Those changes illustrate your commitment to your chosen career and show your adaptability and versatility. Tie everything together with a clear culmination, like a notable career achievement.
Your brand story should leave potential clients feeling confident in your writing abilities, keen and excited to work with you.
Finding the Brand Voice
As a freelance writer, you need to understand the importance of finding and adopting the right brand voice that fits best with your clients.
Matching the tone and style of the business helps you create content that resonates with your audience and sets you apart as a writer who understands the client’s brand.
Drafting, Editing, and Getting Feedback
Drafting, editing, and getting feedback are the final steps in creating your brand story. Once you’ve finished, you’ll have a polished, professional story that’s ready to be presented to potential clients.
Begin by creating a rough draft of your brand story. The copy doesn’t have to be perfect at this stage; your goal is just to get your thoughts down on paper, as outlined above.
Once you’ve finished your draft, you can edit it. Look for areas that need improvement, such as awkward phrasing or missing information, and make any necessary amendments. Be careful not to waffle, and remove unnecessary information that dilutes your main message. You should end up with a story that’s concise, clear, and easy to understand.
Finally, ask friends, family, or your peers to read your brand story and give you their honest opinions. Getting feedback from online writing communities or professional organizations is also helpful. Use criticism constructively to refine your brand story until it’s the best it can be.
What Are the Elements of a Strong Brand Story?
This section of our guide explains what elements make a strong, effective brand story.
The Hero: The Customer and Their Problems
The potential client is the hero of your brand story. Your story should focus on your ideal client’s needs, challenges, and pain points. By positioning your customer as the hero of your story, you demonstrate empathy and show that you understand their struggles. That approach helps build trust and credibility and creates an emotional connection with your potential client.
The Guide: How Your Brand/Services Help
The guide element of your brand story outlines the ways in which your brand or services can solve the client’s problems, meet their needs, and fulfill their desires. In addition, you can highlight relevant industry trends, market research, and customer insights that support your brand and what you can do.
Ultimately, the guide serves as a powerful tool to help potential clients understand how your brand or services can help them achieve their goals and overcome any challenges they may face.
The Plan/Solution: Your Product or Service Offering
Presenting your potential clients with a good reason to hire you is crucial! Use your brand story to tell them how valuable your product or service is to them and how it can help their business prosper.
For example, if your client is a manufacturer, show them how you’ve used your copywriting skills to create a website landing page that’s generated more business for another customer in the same niche.
The Call to Action
The call to action is a crucial part of your brand story, as it encourages the client to contact you about hiring you!
Clearly state how you want the client to contact you, e.g., by email, telephone, or through social media.
Incentivize potential customers to contact you by reinforcing how you can help them boost their website traffic, business exposure, etc., as appropriate.
Authenticity and Emotional Resonance: Making It Real and Relatable
Authenticity and emotional resonance are essential elements in crafting a strong brand story as a freelance writer. Authenticity ensures your narrative is genuine, while emotional resonance connects with your audience on a profound level. Here’s how you can achieve both.
- Whether your writing is witty, compassionate, or thought-provoking, staying true to your style makes your brand story authentic and engaging.
- By sharing your journey, battles, and accomplishments, you humanize your brand and create a deeper emotional connection with your audience.
- Delve into the emotions that resonate with your audience, such as joy, nostalgia, or empathy, to encourage their engagement on a visceral level.
- Address common challenges, aspirations, or values to make your brand story relatable and relevant to your readers.
- Incorporate imagery to complement your brand story, reinforcing your narrative’s authenticity and emotional resonance. That could be through photography, illustrations, or multimedia content.
- Consistency is critical in building trust and credibility with your potential clients. Ensure that your brand story aligns with your actions, values, and messaging across all platforms and interactions.
What Are Some Effective Tips for Freelance Writers?
- Research potential clients thoroughly to understand their brand voice, mission, and values, and adjust your own brand story to align with theirs.
- Use your brand story to showcase your USP and illustrate why potential clients should choose you over your competitors.
- Keep your brand story concise, clear, and easy to understand to leave a lasting impression on potential clients.
- Edit your brand story for any awkward phrasing or missing information to ensure it is polished and professional.
- Ask for feedback from your friends, family, peers, or online writing communities to improve your brand story and make it more effective.
Conclusion
Brand storytelling can be used as a powerful tool for freelance writers.
By crafting a compelling brand story, you can make yourself stand out from the competition, connect with your target audience, and build better client relationships. Your brand story can help you establish your unique selling proposition, attract more clients, and position yourself as an expert in your field.
So, if you’re a freelance writer looking to boost your content marketing efforts and storytelling skills, start by creating a strong brand story that resonates with your clients.
Use the tips outlined in this guide to help you produce a polished final version of your brand story. If you need support or guidance, consider reaching out to a professional consultant or using a template to help you get started.