3 Ways to Leverage Your Brand Story

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About Kindra Hall
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Kindra Hall told her first story in the spring of 1992.

Long before storytelling became a business buzzword, Kindra was fulfilling a 5th grade language arts assignment by reading a story to a room full of out-of-control 3rd graders. Instead of reading from the pages, Kindra set the storybook aside and told the story herself. Within the first few sentences, she held those unruly 3rd graders in the palm of her hand and knew, in that moment, she had stumbled upon something powerful.

Since that time, Hall has become the go-to expert for storytelling in business and beyond. She is the best-selling author of Stories that Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business. Stories that Stick debuted at #2 on the Wall Street Journal Bestseller List, and companies like Forbes and Gartner say it “may be the most valuable business book you read.” And her newest book, Choose Your Story, Change Your Life is one of the Next Big Idea Club’s top 10 happiness books.

Kindra Hall is a sought-after keynote speaker trusted by global brands to deliver messages that inspire teams and individuals to better communicate the value of their company, their products and their individuality through strategic storytelling. Hall is also the former Chief Storytelling Officer at Success Magazine where she shared the inspiring, often untold, stories of achievers like Daymond John, Deepak Chopra, James Altucher and Misty Copeland in print and on the podcast Success Stories with Kindra Hall.

Kindra lives in Manhattan with her husband, young son and daughter. When she is not traveling the world speaking, Kindra can usually be found at spin class, spending time with friends or exploring the city with her family.-----------------
Transcript
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Hey there. Great to see you again. I was thinking of you recently because I had an article published on a restaurant hospitality website and in it I told the story that I thought whether you're in the restaurant industry or not you could really benefit from. It's really the story of two restaurants in an up and coming foodie town and they were opening within just weeks of each other. Now, both were high in seafood concepts and they were separated by no more than like half a mile. Both had excellent design and similar menus with innovative dishes. Both had food that was locally sourced or flown in daily, and in a big city, there was plenty of business to go around, plenty of customers, hungry customers, for both of them. However, a year later only one of the restaurants remained open.

Here's the question. Where did the first eatery go wrong? What did the survivor do right? Now, as I'm sure you can imagine, it was all about the story. As I said, whether you work in the food industry or not, here are three ways you can engage your customers by leveraging your unique brand story. First, tell the story the customers want hear. Do your research. What do your potential customers care about? What stories are they already telling? The successful restaurant did this. They knew people were complaining about too many pizzas in the area, too many burgers, too much meat, not enough fish. The owners went with that story. They ran with it and the community responded. They were telling the story the customers were already telling, the story they wanted to hear.

Second, train your team to be story tellers. It's not good enough if your team simply recites the features listed on your website or the bullet points in your brochure. Equip your team with stories your potential customers can't get anywhere else. In the article, I detailed where the one restaurant went wrong and the other went right and it's fascinating how stories were the catalyst actually for driving more business. On that note, finally, leverage stories to develop brand ambassadors. Remember, this is a word of mouth world. Every customer you bring in has the potential to be your next billboard. What if you could train your customers to say exactly the right thing about what you do? You can by telling your story so they can tell it too.

There are three quick things you can do. Check out the article for more details. Again, whether you're in the restaurant business or not, you'll definitely gain some great insight, do's and dont's of using your story to engage your customers. The link is down in the blog. Now, I'm not going to lie, I'm getting a little hungry.

Видео 3 Ways to Leverage Your Brand Story канала Kindra Hall