Create a Brand Story that Engages Customers

Research has shown that today’s younger customers are not just looking to purchase products or services; they want meaningful Business Journals Leadership Trustconnections with the companies they choose to engage with. Understanding the mission and values of a business and ensuring that they align with their own is of importance to many consumers, but is proving to be particularly so for younger buyers.

Developing an engaging brand story can help a company attract a wider audience and turn more curious consumers into loyal fans. Below, eight Business Journals Leadership Trust members offer practical strategies for creating relatable brand stories that resonate with today’s consumers. From providing authentic “behind the scenes” glimpses to sharing the social issues your company supports, telling your unique and ongoing story can help your business capture the attention and loyalty of the next generation of consumers. Here are insights from Mark D’Agostino.

5. Be authentic and consistent.

Not every customer — or for that matter, every candidate — will align with your organization’s mission. But being transparent, authentic and consistent will help each individual more easily understand your mission and allow them to decide if your company is for them. –

Mark D’Agostino, ConnectedHR

Read the full list of  Storytelling Tips from the Business Journal here.

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