When you think about your favorite brands and businesses, they likely know how to tell a great story. They bring you into their mission, sharing content that engages you from start to finish. In other words, they’ve found clarity in their brand story and confidently share it with the world.
Sometimes, as you move through your hero’s journey, you can lose sight of why you started your business in the first place. The event industry isn’t for the faint of heart, and your story is what puts your passion and determination on display. To truly reach your full potential and generate new leads, you must clearly understand your brand’s unique story.
If you’re feeling a little lost in why you do what you do, here are five ways you can find more clarity.
Journal about your business vision
As a busy event professional, you may feel like you don’t have time to reflect on your progress–you’re more focused on how to move forward. However, if you’re hoping to develop your brand story and attract new clients, you need to dig deeper into your business vision. So grab your journal and think about this question: How do you envision your business in 1 year? 3 years? 5+ years?
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Let your thoughts flow, and don’t hold back here. Remember: This is for your eyes only! Afterward, read through your answers and reflect on whether or not they align with what you’re currently doing. If not, it might be time to think about where you want your story to go next.
Revisit your Ideal Client Avatar (ICA)
Many entrepreneurs start their business with a clear picture of who they’ll helponly to gain experience in the industry and realize they want to work with someone completely different. To bring your brand story to life, it’s important to discover with whom you’ll share it. Revisit your ICA and see if it still aligns with your heart’s purpose.
Give yourself grace and know that it’s okay to shift your target audience around. So long as you’re not jumping ship month after month, you can find a way to pivot your offers and story to match who you’re hoping to serve. Gaining clarity will help you set new goals and keep your messaging consistent.
Work through the StoryBrand framework
If you’re unfamiliar with StoryBrand, this framework aims to improve your marketing strategy by clarifying your message. And if you’re hoping to define your brand story, this is the framework you’ll want to implement. It walks through seven specific steps:
- A character. Who is your customer?
- Has a problem. Why is your customer struggling?
- And meets a guide. How can you help them?
- Who gives them a plan. What does it take to work with you?
- And calls them to action. How can they get started?
- That ends in success. What will success look like after working with you?
- And helps them avoid failure. What will happen if they decide not to work with you?
By breaking things down step by step, you’ll figure out exactly who you’re targeting and how you can help them.
Ask for help
Entrepreneurship can be a lonely journey, and if you’re struggling to find clarity, know that it’s okay to ask for help. Whether working with a coach, mentor, or simply hashing things out with a friend, sometimes all it takes is an external push to get us moving in the right direction. Make sure you’re prioritizing honest communication, so you can be truthful about your brand and how you envision it growing in the future.
Start by asking someone to help you map out your vision. Then, you can bounce ideas off of them and see what they think. This might mean having a brainstorming session with your team members, giving them a safe space to share their opinions. Working as a group can help you make a more significant impact in bringing your brand story to life.
Focus on your identity
You wear a lot of hats–entrepreneur, partner, friend, family member. And though they all impact your purpose, they also contribute to your brand story. They’ve helped you build this business and create something larger than you once thought possible. So how can you use those roles to further step into your brand story?
A solid sense of identity is vital for developing your messaging. Ask yourself one of life’s most profound questions: Who am I? Use your intuition to guide you to a brand story that feels right.
All business owners have ups and downs regarding who they are and why they do what they do. After all, the event industry is constantly changing, and its members are no different. Take time to tap into your brand and why it’s so impactful. Give credit where credit is due, and don’t be afraid to share your story with your audience–it’s something they want to hear!
