Comment adaptez-vous l’histoire de votre marque à différents canaux, plateformes et formats ?

Test, test, and test some more. Consider what your brand stands for and the stories you want to tell. What is the audience behavior on specific platforms and where are there differences and overlaps? A lot of brands either try to duplicate the same content on all platforms or make assumptions about what works best. A/B test, experiment, and LISTEN to your audience and learn from their behavior.

Understanding your audience is crucial before creating a brand story. Here's how we do this: 1. It's essential to know who your ideal customers are. 2. Find out what they need from your brand. 3. Understand their goals and aspirations. 4. Identify the problems they face. 5. Discover their likes and dislikes. 6. Understand their decision-making process. 7. Utilize tools like surveys, interviews, and social media data. 8. Develop customer personas for better insights. Knowing your audience helps in crafting a brand story that resonates with their emotions, values, and aspirations.

Defining your core message is crucial for your brand. It's what people remember and act on after they see your brand. Here's what you need to consider when defining your core message: 1. Mission and Vision: Your core message should tell people what your brand stands for and what you aim to achieve. 2. Uniqueness: Explain what makes your brand different from others in a simple way. 3. Problem-solving: Clarify how your brand helps customers with their problems or desires. 4. Value Proposition: Tell people the benefits they get from choosing your brand. Remember, your core message should be: Clear and easy to understand. The same on all your platforms. Focused on your brand's purpose and value.

The essence of your brand is at the core of your story and shouldn't never change. What you can adapt and change (based on different audience) is the way you tell the story (language, jargon, tone of voice, keywords, visuals, parts of story - those able to maximise the message, not the essence of the story -).

Selecting the right tone and voice for your brand is crucial. It's how you express your brand's personality and connect with your audience. Your tone and voice should match your core message and suit the situation. Let's break it down. When choosing your tone and voice, consider these factors: 1. Brand Personality: Reflect your brand's character. If you're fun and casual, use humor and friendly words. 2. Audience Connection: Connect with your audience's preferences. Speak their language. 3. Context Matters: Adapt to where you're communicating. Social media can be more casual than your website. Remember, your tone and voice should: Match your brand's personality. Connect with your audience. Suit the situation and platform.

Recognize the cultural diversity within your audience and strive to use language and communication styles that respect and resonate with various cultural backgrounds. Avoid cultural stereotypes or insensitive language, and be open to feedback from your audience to ensure that your tone and voice are inclusive and considerate of cultural differences. By being culturally sensitive in your communication, you can avoid unintentional offense and build a more inclusive and globally appealing brand that connects with a wider range of audiences. This approach demonstrates your brand's commitment to diversity and inclusivity, fostering goodwill and trust among your audience.

What is the passion that drives the creation or continuation of your brand? How does your brand offer an advantage over a competitor with the same services and price point? Your brand is a sales and marketing tool that provides the undercurrent and theme for all initiatives. Building your passion into your brand story allows you to highlight your key advantages at a foundational level. This becomes a great (memorable) talking point in meetings with new clients, on your website, or on social media platforms.

Crafting your brand story is like putting together a puzzle. Your story elements are the pieces that make it complete. Let's dive into it, and keep these in mind: 1. Characters: Think about the people or entities in your brand story, like your founder, employees, customers, or partners. 2. Setting: Define the time and place where your brand story unfolds, like your history, origin, or location. 3. Plot: Map out the events that tell your brand's journey, including challenges, achievements, and milestones. 4. Conflict: Identify the problems your brand or customers face, like market gaps, customer issues, or social concerns. Your story elements should fit together like a puzzle.

While it's excellent to diversify your message across platforms, it should only be done with purpose. For each platform, define your goal. What do you want the user to do after consuming your content? Are you simply looking for broader awareness, want to create a more open dialogue with your audience, or are you seeking to foster brand affinity? Whatever you're aiming for, name it, create a content strategy to support it, test it, report it, and optimize it. If the platform isn't a good fit, walking away and focusing your attention where you win is not only ok but also wise.