Turn Your Brand Story into Dollars

Others make pizzas just like you.

Others make a roast quail and gnocchi dish just like you.

But not a single one of them has the same reasons why they got into the game as you do.

Your story is the only thing that you have that your competitors don’t.

The benefit of telling your story online is that your customers hear your origin story. And as comic book movies have taught us, we all love a good origin story.

Knowing why you started your business can connect them to your values.

If you can make that happen then you can strengthen their loyalty and boost your sales.

Now you see me…

In today’s digital landscape, customers will forget about you if you don’t show up regularly. If you want ideas to build stronger connections with your loyal customers then this article is for you.

You’re always asking what you should post anyway, right? Here ya go.

I first learned how much the audience enjoyed hearing the story of a business when I was in charge of the Instagram account of a restaurant I worked at.

The audience enjoyed seeing how the space looked before the company opened its doors and why the owners opened to begin with.

Behind the scenes

I bet you were excited about creating your business. And because of that you’ve probably already documented some of the process- photos of construction, design meetings, installations, art work.

Share these.

Content like this is ideal for those who already follow you.

Why did you choose one material over another?

What unexpected hiccups made you change plans that ended up being a good thing? Or even a bad thing.

What was close to being on the menu but didn’t make it?

Before and After

Photos on Instagram and LinkedIn work great for showing what your space looked like before you opened and what it looks like now.

Videos on YouTube Shorts and other stories are great for walk-throughs.

If you’re marketing a new restaurant, walk us through the venue during construction while it’s an empty shell. Show us where the tables are going to go. In the kitchen show us where the equipment be.

After you’re open, do the same thing with everything where you said it would be.

Don’t forget to take more photos and videos along the way to show the progress.

Origin Story

Anyone can open a cafe or a tapas restaurant. But why did you open yours?

Tweet shout-outs to grandma for being your inspiration. Include some old photos if you got ‘em.

Share photos of the vacation where you tried something for the first time that changed the direction of your life and led you to open your business.

Tell us about a memory of making a certain dish that’s now on the menu. What was your favourite part?

Avoid fudging the facts. That will come back and get ya. But be clear and compelling with it.

It’ll be a snooze fest if it’s just a chronological list of events.

In 2003 this happened…

2 months later that happened…

In 2004… snore

Conclusion

What I would do is write out all of the points you want to mention about your brand’s history and make a longer video of you talking about these.

You don’t need a team and all the gear. Your phone with some good light will do.

Make sure your audio is nice and clear though. I’d get a good mic for that.

If the video is good you can post it to YouTube or your website.

From that main video, you can

• Cut small pieces for vertical videos like Shorts and stories.

• Turn the audio into a podcast episode.

• Transcribe the audio and turn it into a blog post or newsletter.

• Make LinkedIn posts from sections of the text.

• Cut out smaller tweets and captions from that same text.

Boom. Plenty of content.

Tell us everywhere. Don’t be afraid to repeat parts of it- not everyone is going to see it the first time.