The Brand Biz: What’s Your Story?

brand biz

At CookIt, we talk about “story” all the time. As consultants working to help you define your brand, crafting your story is our first step. Without that key piece, you are rudderless in a vast ocean of competition.

The good news is that, like Dorothy in the Wizard of Oz, you always had the answer. Finding your story is the process of seeing that it was there all along.

Crazy talk, right? Don’t just take our word for it, try it. Follow this road, and let us know how it goes.

Picture your readers.

Who are they? What’s important to them? What’s really hard for them? What keeps them up at night? Once you feel like you know these things about your audience, go to the next step.

How can you help them?

Within your area of expertise, how can you help them? How can you solve a problem for them? What do you have to offer them that others don’t? Answer those questions, and go to the next step.

Why you?

What is it about you that qualifies you to be the authority your reader needs? Is it education? Life experiences? Values? Find that answer, and you will better understand your role in the story we’re writing. And then…

What’s so important?

Once you have a better understanding of who you’re talking to, how you’re helping them, and what it is about you that they trust and value, it’s much easier to grasp the importance of what you do. It may sound simple — it may be that they look to you for inspiration, for the motivation they need to stick to their goals. But that’s big for them. And that’s where you’ll find your story, and your opportunity!

The Brand Biz: Meet Your Reader

gathering
Photo by Ditte Isager

When it comes right down to it, there’s really only one thing you need to know about creating a successful brand: You need to know who you’re doing it for. We like to call this your Target Audience.

Without a strong sense of who your reader is, and what their problems (or “pain points”) are, it’s hard to know who you are. The trick is to understand your value through the lens of your reader, delivering content that both informs and inspires them.

But how do you find your Target Audience? Here’s how we like to do it!

4 TIPS FOR FINDING YOUR TARGET AUDIENCE

1. Check out your competitive set

Get to know the brands and blogs that share content similar to yours. Who are their readers, and how are they helping those individuals solve their problems?

  1. Determine what makes you unique

How are you different from the brands in your competitive set? Can you create a niche for yourself and envision an audience that needs you and your unique skills/perspective?

  1. Get to know your current readers

Study, stalk and talk to your loyal fans, the ones who subscribe to your emails and follow you on your social networks. What do they love about you? What do they ask you for more of?

  1. Create a persona

Combining characteristics of your loyal fans with those of your potential readers (those who will appreciate you for what makes you unique!), draw up a profile of your target reader, including the kinds of details that help you identify why she needs you!