Give People What They Want

Build a story, not a store.

Creativity is not just adhered to fancy artboards. As a business owner, you have to be creative every day. When it comes to marketing, there are no substitutes for building relationships, connections, and networks in your niche.

Crafting a humane relationship with those around you builds trust. To generate a type of content that fosters engagement and confidence in your audience, creativity is essential.

When you start to market yourself or your company as one of the experts in your niche, you need a strong reason for people to stand by your product or service. No one, and I mean no one, stands by anyone they don’t know. Be it a brand or a person; you have to have a story that people can learn and adapt to. Your brand’s heart should be that story.

People should know who you are, what you do, and the impact it will have on them. They should know where you’re coming from and what values you uphold.

Although a trustworthy business comes to life when it starts focusing on its customers, it is equally important to focus on your brand. That is the only way you will gain any attraction.

You must be asking yourself, why do I have to do this? Why do I need to tell people my values and missions? Why do I need to tell people my story? Isn’t my life-changing product enough?

Well, the answer is simple. It’s because they need something to connect with. When you document your story, it gives people an idea about where you’re coming from — your journey. Have you ever noticed that good stories always have some struggle in them? Whether it’s a superhero comic or a love story, people tend to relate more to it because of the struggles the heroes/characters go through. Without the battle, it’s just contrast-less, bland happily-ever-after stuff.

Therefore, try your best to own your challenges, as that’s what humanizes your brand and gives it life. It creates a sense of relativity between you and your audience. People want to see you struggling and rambling in the dirt before they’d prefer you in a crown. They want proof, so give them exactly that.

Thank you for tuning in!

#SaturdayShots is a series of blogs featuring design content packed in two-minute reads for your weekends.

I am Aadarsh Pandey, co-founder and designer at Humane Space LLP. Humane Space is a human-centric creative firm that specializes in brand and social media management.

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