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5 Top Tips for Using Storytelling to Convert More of Your Ideal Financial Planning Clients

The real reasons a brand story works and how you can build the perfect story for your brand

Storytelling is an effective and engaging communication and branding tool to create that highly sought-after personal touch to your brand.

In a digitally driven world where Zoom meetings are the new norm, we have never craved that human connection more than we do today.

This is where brand storytelling becomes so important.

So, what is a brand story and how does it work?

A brand story is a consistent narrative that holds your brand together and helps to express the emotions and purpose of your brand. A brand story is customer-centric, focusing solely on connecting with your customers on a deeper level.

Countless researchers have investigated the effect that stories have on your brain. You could read for hours and hours to understand the nitty gritty, but the general answer is stories are engaging and more importantly, stories are memorable.

“It boosts our feelings of things like trust, compassion, and empathy. It motivates us to work with others and positively influences our social behaviour.”

Joshua VanDeBrake

What makes a good brand story?

With so much competition out there that it’s difficult to know how to be noticed. A good brand story can help with this. Consider these things when building your brand story:

  • Originality – What’s the unique selling point of your business? In other words, why should people pick you over someone else?
  • Telling the story of your business – how did the company start, what was the inspiration, what were the struggles, how did you get to the point where you are now? These are all things customers want to know and will encourage them to connect with you and your brand.
  • Communicating your brand’s purpose – what’s the problem you are aiming to solve and what’s your brand’s solution? This is the basis of your company. You can tell a great story, but if it doesn’t communicate your brand’s purpose, then it may not be connected back to your brand.
  • Identify your brand’s core values that you have in common with your audience. This helps build a stronger connection. But don’t just go throwing values out left, right and centre – stick to your true values. Show your audience that you care and when you say you care that you really mean it.

5 tips for building your brand story

  1. Maintain Consistency: A consistent story across your whole marketing and brand campaign will ensure your company is recognisable.  Work out a brand story you are happy with before you start pushing content out.
  2. Explain why the brand exists: Where was the inspiration? What is the mission of your brand? Why is your brand here?
  3. Use real customers: you can use real people who use and love your brand to be the passionate people behind your brand story. This brings a feeling of authenticity. In addition, the power of social proof is an undeniable contributor to more sales and conversions. 
  4. Involve your audience: start conversations, ask for feedback and engagement from your audience. If your audience feels like their input is valued, this will promote loyalty.
  5. Add emotion: this is the whole point of brand storytelling – to connect emotionally with your audience. You can use any emotion which makes sense for your brand: joy, a feeling of comfort, or even pride. 

Do you need help building your brand story?

Your ideal clients are out there and they want to connect to a brand, they want to like your brand. But it can be tricky working out what the perfect story is for your brand. If you’re stuck on how to get started, contact us today to request a complimentary strategy session. We’ll provide you with some further tips, hints and insights to help build your brand story and connect with more of your ideal clients through the art of storytelling.


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