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The quality of your product matters. Whether you’re selling physical items, software or consulting services, your product has to deliver on the promise you make your customers. But the adage “build a better mousetrap and the world will beat a path to your door” doesn’t quite hold up in today’s global marketplace.

Competition is fierce. With dozens – sometimes thousands – of businesses battling for your ideal customers’ attention, it’s not enough to build something exceptional. You need to show your clients that they’re making the right choice by buying from you. Simply put – after you build a better product – you need to tell a better story.

Telling the story of your business is just as important as the products themselves. Luckily for us, you no longer have to rely on word of mouth –  or old school technology – to spread the word. Hundreds of potential advocates walk into your business every single day. Imagine if you could mobilize them to drive your brand and business to the next level. Well… when you tell your brand’s story in a powerful way, that’s exactly what can happen.

5 Powerful ways to tell your brand story

1. Use digital screens to show us where you’ve been

One of the most powerful ways of telling a brand story is recounting the origin of your company. Your clients want to know who you are. One of the best ways to do that is to show them where you’ve been.

Brand timelines and history reels are an excellent way of charting the progress of your business. They’ve been a big part of selling a company’s story since before the days of flat-screen TVs and the internet. And when you show them on digital screens, it gives clients something they can buy into beyond the utility of your product.

But there’s a key thing to remember when it comes to creating these storyboards and translating them to a digital display: Less is more. Don’t overdo it.

There’s no need to give a day-by-day account of how you got here. Instead, focus on the key milestones like the formation of your company, the first finished product, the first location you opened, the first team member you hired or the first local charity event you supported. This is also a great opportunity to acknowledge the people who helped you get to this point and even feature them in your brand story.

2. Show us where you’re going

The past matters… But consumers want to know where you’re going and how you’re going to get there. Your customers want more from you than a functional product. (Though that part is pretty crucial.)

They want to know how your business is going to impact their community. Good corporate citizenship is near the top of consumer concerns when making a purchase. Using digital signage to show how involved you are in supporting your community should play a key role in your brand story.

3. Choose how to display your story

Once you’ve put together the stories of where you’ve been and where you’re going, it’s time to decide on the best places to display it.

While a visual display is almost always going to enhance the area its located in, you need to be careful about where you locate different types of media. An interactive display in an area with a lot of foot traffic may be too distracting. Or it may get ignored. Similarly, media with an audio component like a voiceover can distract customers and slow down productivity near checkouts.

Think about what your customer is thinking about whenever she walks past various screens. What’s on her mind when she’s in your reception area? What about when she’s waiting in line at a local government office? Match your story to her experience in those places. For example, a checkout digital screen is probably not the best place for an audio-focused story but could be a great way to share photos of your latest company charity event alongside some captions. On the other hand, playing a video reel with subtitles could work great in a reception area.

4. Choose the type of display carefully

Digital signage can be used in multiple ways to describe different aspects of your brand’s story. One of the best ways to share a story is through audio. People love to hear stories spoken out loud. This is particularly true when it comes to describing history, ideas or sharing personal experiences. Unless it’s prohibitively disruptive to your workplace you should seriously consider adding an audio component to some of your digital signs.

For areas where audio-focused displays make no sense, using an interactive display lets you tell your story in an equally powerful way. An interactive display lets you tell clients about your company while finding out what they think about how you’re doing.

The data you can gather from interactive displays can be invaluable in building a client database and crafting future campaigns. But they aren’t always appropriate for your business and careful consideration needs to be taken as to when and where to use interactive units. Typically, interactive signs are great in waiting areas or near changing rooms in clothing retailers. This keeps those waiting entertained and gives you a captive audience eager to learn more about you.

5. Create a powerful visual experience that matches your brand’s personality

If your business is anything like most businesses, you’ve got a specific brand look. You probably worked with a design team or agency to create a compelling visual identity, including a color palette, typography, image choices, overall stylistic look, and logo.

To create a consistent experience, any time you tell your story, you should match the visuals you use to your brand look. This applies to everything from the background of story-telling videos you show to the typography used in your subtitles.

Keep your customer at the center of your story

Yes. You’re telling your story. But businesses exist to serve customers. So when you tell your story, make sure that the people that buy your product are always front and center. Focus the story on the things they want to know more about. Not sure what that is? You can use one of your interactive displays to run a simple survey, asking customers what they’d love to know most.