Founded in 1876, Burpee Seeds began with a simple mission: to provide high-quality seeds to farmers and gardeners. This mission was driven by W. Atlee Burpee’s personal passion for plants and his vision to improve American horticulture by offering the best seeds available.
The company shares that story regularly with its audience. By centering its origin story through blog posts, social media, and the company website itself, Burpee Seeds has fostered a long-standing intimate connection with people who, in turn, have become a loyal audience.
For example, Burpee uses social media to share throwback photos of its early days, including images of vintage seed catalogs and the original farm. These posts often include stories about the evolution of their products and how they’ve contributed to gardening trends over the decades.
Burpee incorporates its history into marketing campaigns, particularly during anniversaries or special milestones. For instance, they celebrate the anniversary of introducing the ‘Iceberg Lettuce’ to the market, which was a revolutionary produce option in at the turn of the 20th century.
That history around the company’s mission is important for their customers to know.
And we’re betting that your story is just as important to what you do best today.
If your team is setting out to develop a content marketing strategy for your business, your own origin story is a fine place to start.
But that might sound like a tall order: capturing decades of experience in a compelling, engaging narrative. Where do you begin?
We’re here to share a few tips for organizing your team in a way to draw out your company’s most relevant history. The goal is to share that story with your target audience. Inform your audience about where you’ve come from, so that you can show them where you’re going.
Storytelling Captures Our Imagination
Stories are the soil from which your brand loyalty grows, if you’ll pardon the metaphor. They evoke emotions and foster connections. That engagement with the actual people in your audience will set you apart in a bustling market. People want stories!
Consider the benefits:
- Emotional Connection: Stories stir emotions; they transform ordinary products into cherished parts of customers’ lives.
- Differentiation: In a market dense with offerings, your unique story is your signature—no one else shares your exact roots and growth.
- Brand Loyalty: Customers flock to brands they resonate with, and they stay for the story that continues to unfold.
Understanding Your Brand’s Story
To unearth the narrative gems of your brand’s journey, start with a deep dive into your archives. This research can be a fun way to generate story ideas–and to bond as a team.
Have fun with it:
- Discover the Roots: Engage your founding members in storytelling sessions. Capture the challenges, the breakthroughs, and the milestones that shaped your brand.
- Highlight People: Every brand has key characters. Spotlight these personalities, from the visionary founder to the dedicated gardener whose green thumb propels your brand.
- Connect with Industry Trends: Link your narrative to broader trends like sustainability and technological innovations in gardening. Show how your brand has evolved alongside or even ahead of these trends.
So, How Do You Tell That Story?
With your narrative elements in hand, it’s time to craft your story:
- Structure: Start where all great stories do—the beginning. Move through the challenges and triumphs to where you are now and where you aspire to go.
- Authenticity: Keep it real. Authentic stories resonate deeply and foster trust.
- Visuals: Bring your story to life with visuals. Photos from the early days, video testimonials from pivotal characters, and infographics that map your growth are just a few tools that can enhance your narrative.
This doesn’t need to just be a one-and-done story, either. Consider using a clean narrative structure (or even a visual timeline) for your company’s “About Us” page, but make sure to split individual story ideas into separate blog posts. During your research, you no doubt uncovered many threads that could be their own stories for your audience. Get the most out of your work!
Sharing Your Story
Choosing the right platforms and methods to share your story is crucial:
- Channels: Tailor your story to fit the strengths of different channels. Instagram can showcase visual elements of your story, while blogs and newsletters can delve deeper into content.
- Consistency: Ensure that your storytelling is consistent across all platforms. Uniformity in tone and style helps reinforce your brand identity.
- Engagement: Make your story interactive. Invite your audience to share their own experiences and integrate these into your ongoing narrative to strengthen community ties.
Measuring the Impact
To truly understand the impact of your storytelling efforts:
- KPIs: Track engagement metrics such as likes, shares, comments, and website traffic. These indicators will help gauge the resonance of your story.
- Feedback: Conduct surveys or polls to collect direct feedback. What do your customers love about your story? What more do they want to hear?
- Adjustments: Use the insights gathered to refine your strategy. Storytelling is dynamic—let your audience’s feedback guide its evolution.
Conclusion
Your brand’s story is a marketing tool, yes, but it’s also the heart of your brand identity.
It distinguishes you in a crowded market and builds a foundation of customer loyalty and engagement. Start small, think strategically, and use your unique history to inspire and connect with your audience.
Let your brand’s journey be the seed that grows into a flourishing narrative, drawing customers to your products and to your vision and values. Engage us, and together, let’s cultivate a story that blooms beautifully, season after season.
Photo by Caleb George
