...It's not just about the service or product you offer but also what sets you apart from all the other butchers, bakers, and candlestick makers.

It’s easy to tell others what you do for a living. Most of us have “elevator pitches” ready to go at the drop of a hat. Yet a quick synopsis of your career does nothing to draw in the listener, to make them lean in and listen a little more closely.

That’s where your brand story comes in. A brand story encapsulates the essence of your brand. It's the story about who you are, what you stand for, and why you exist. It's the story that you tell through your brand's messaging, visual identity, and customer experience. A well-crafted brand story can help you create a more memorable and impactful experience with your Divine client, create a sense of authenticity, and differentiate your brand from others in your field.

First, let’s talk a little about the elements of a brand. It seems simple enough, right? Get a logo, pick out a few colors to use consistently, and you’re good to go. However, that’s not quite all there is to branding.

Here is a list of 8 elements of a brand:

1. Brand Purpose: This is why your brand exists and the impact you aim to have on your customers or the world.

2. Brand Values: The guiding principles that define how you operate your business and interact with your customers.

3. Brand Personality: This is the unique set of traits, characteristics, and tone of voice that make your brand feel distinct and human-like.

4. Visual Identity: This includes your logo, color palette, typography, imagery, and other visual elements that create a consistent and recognizable look and feel for your brand.

5. Brand Messaging: This is the language and tone you use to communicate with your customers, including your tagline, mission statement, and product descriptions.

6. Target Audience: This is your Divine client, the specific type of person God has called you to serve and who need your products or services.

7. Customer Experience: This encompasses all the interactions that your customers have with your brand, including your website, social media channels, customer service, and product offerings.

8. Brand Reputation: This is people's overall perception of your brand based on their experiences and interactions with you.

Read our blog: Discover your Divine Client vs. your ideal client.

A well-crafted brand story should encapsulate the essence of who you are, what makes you unique, what you stand for, and why your services/offers exist while also communicating your brand's values, personality, and customer experience. When your brand story is aligned with your values, what God has called you to do, who He has called you to serve, and the gifting God has given you, you Will Make An Impact!

Your Unique Gifts

As a child of God, you have been uniquely gifted with talents and abilities to share with the world. Embracing and sharing these gifts is essential to your brand story. While it can be easy to combine self-promotion with arrogance, asserting your strengths confidently and proudly to your Divine clients is critical. After all, they seek someone who can provide them with a solution to their needs.

Your ability to communicate your capabilities effectively will differentiate you from others in your industry. Remember, God has bestowed these gifts upon you, and it's your responsibility to utilize them fully to impact the lives of others. He does not want you to hide your gifts, as we are reminded in the story in Matthew chapter 5:15-16.

Neither do men light a candle, and put it under a bushel, but on a candlestick; and it giveth light unto all that are in the house. Let your light so shine before men, that they may see your good works, and glorify your Father which is in heaven.”

Jesus and Stories

Jesus often conveyed his teachings through parables and stories, and as human beings, we are naturally drawn to stories. Before the advent of widespread writing, information was spread through oral storytelling, and we learned to pay close attention as important news was passed down from generation to generation.

Today, your brand's story is essential to your unique value proposition. It's not just about the service or product you offer but also what sets you apart from all the other butchers, bakers, and candlestick makers. Your brand story captures the attention of your Divine client and gives them a reason to choose you over others. So, what is your brand story telling?

God has selected your Divine client for you to serve, but it’s up to you to convey that you’re the right choice (solution) to their problem/need. It’s time to do some digging. How do you figure out what it is that sets you apart? Listed below are a few of the things that make you unique:

• Your Personality

• Your Passions

• Your Values

• Your Offer

• Your Accessibility

• Your Word Choice

• God's Message For You To Share

Each of these things is unique to you, sister, so own them and own them proudly! Spend some time brainstorming for words that describe each of the concepts above. See what you come up with - you might surprise yourself.

Another option is to present this list to a trusted friend, colleague, or family member. Let them brainstorm words that describe you. You’ll most likely be amazed at how others view you, as it’s almost always better than you view yourself. We’re all biased toward ourselves, so we tend to downplay our best qualities lest we seem braggadocious. The good news is that they’re also most likely being honest. You DO possess all those fantastic qualities!

Now, we share those qualities in your brand story (through your brand elements) with your Divine client.

Telling Your Brand Story

Your job in telling your brand story is to inspire, engage, and connect with your Divine client.

First, they have to KNOW what it is that you do.

Then, they need to BELIEVE you can help them.

And finally, they need to ACT to come on board and work with you.

When you share the story of your brand, it takes people on a journey. They start by learning about you and your business, which helps them become informed and educated (problem aware - KNOW). As they continue listening/looking, they feel emotionally connected to the experience of working with you (solution aware - BELIEVE). Eventually, they feel compelled to take action to solve their problems and look forward to the outcome (your promise/benefits - ACT).

The journey can look like this:

1. Awareness of problems you solve for Divine client (inform and educate)

2. Awareness of the impact of the problem on the Divine client (inform and educate)

3. Understanding of the solution you have to offer to the Divine client (build belief)

4. Understanding of the impact of the solution on the Divine client (build belief)

5. Invitation with your promise/benefits (action)

Imagine You Run A Travel Agency...

Betty urgently needs to travel to be with her mother, who's undergoing surgery in a foreign country. She's stressed and doesn't know how to get from the airport to the hospital. In her search for a solution, she comes across your agency online and that you specialize in emergency travel arrangements.

Betty dives deep into your brand story and discovers your commitment to making emergency travel stress-free. You share tips on having a peaceful flight, what to pack, and food that keeps you calm. Plus, the promise of arranged transportation once she arrives. Betty becomes emotionally connected to your brand story as she reads the emergency stories of satisfied customers who have benefited from your services.

Betty chooses to work with your agency because she knows she can rely on your promise of a worry-free trip, allowing her to focus on what's truly important - being there for her mother. By sharing your brand story, you take potential clients on a journey from problem awareness to solution awareness and, ultimately, to taking action to solve their problems and realizing the benefits of doing so.

Your brand defines who you are as a company. It encompasses your vision, mission, and values and is reflected in the phrases you use and the stories you tell. Your brand voice is how you express yourself through humorous, warm, sarcastic, abrupt, daring, or clinical language. Each tone has a place in the market, but it's up to you to decide how to present yourself to your Divine client and what resonates with them.

To do that effectively, you must understand your Divine client and what they require to take action. While people may learn from reason, they make purchases based on emotion. This is why storytelling is crucial. You are unique, and though you may have several success stories, select one that reflects your brand voice and demonstrates your expertise. Remember, stories are the threads that connect us all.

✔️Questions to consider:

• What are your most valuable personal attributes, such as humor, compassion, forgiveness, punctuality, consistency, or integrity?

• Are you concealing your strengths or showcasing them to benefit others?

• How can storytelling enhance your business?

• What narrative will you share to make your potential clients feel like the hero?

• What message do you want your brand to convey about your business as a whole?

✔️Further Reading:

• Chapter 13 of Matthew, where Jesus explains why he speaks in parables.

• Our blog Discover Your Divine Client and grab our free worksheet.

Remember, God has given you unique gifts and talents that only you possess. Using these gifts and following the steps outlined above, you can create a brand story that truly reflects who you are and what you have to offer.

As you embark on this journey, know that God is with you every step of the way, guiding and directing you toward success. Embrace His Divine guidance and trust in the process. Your brand has the potential to make a positive impact in the world and bring glory to God, so don't hesitate to take action and share your story with the world.