What does your business do?

It’s a simple enough question. And one you presumably answer on a regular basis. Customers need to know, current and potential employees want to understand, and potential partners or investors are keen to get under the skin of your venture. Indeed, how you answer this simple question can therefore secure sales, inspire staff and ensure the very future of your operation. No pressure then...

Yet despite this importance, “What do you do?” is a question that too often inspires an inadequate answer. And that’s usually because we fail to recognise the intentions of the person asking; we fail to think about what people want and need to know.

It’s best illustrated with an example. 

Let’s imagine a personal trainer, Jo. If she meets someone at a party, they might ask her “Jo, tell me, what do you do?” And after she predictably responds with ‘Oh, I’m a personal trainer’, there’s a space to fill. And a number of ways to fill it. 

Jo could say, “So what do I do? Well it’s lots of gym sessions obviously. I feel like I’m always sweating! But my clients are lovely and it’s a really fun job. And it’s basically impossible not to stay in shape, so I think I will have another vol-au-vent”. 

Or Jo could say, “So what do I do? Well I hope I help people feel better about themselves, normally when they’ve struggled to lose weight - which is where I was a few years ago. It’s mostly 1-2-1, but I do online classes too so I can be accessible for everyone whatever their situation which I think is important”. 

Which of those is more compelling? Which tells you more about Jo? Which gets you on the hook to find out more? Which version of Jo would you be likely to recommend and hire?

It’s the second one, obviously. But why does it work? Simply, because it recognises the core elements that make a good brand story. It understands a problem, presents a solution, contains a motivation and touches on elements of differentiation. It even shows a good understanding of the audience and why they would be interested in her services in the first place. It comes from empathy, and it understands the value that she adds to her clients. 

And when anyone asks what your business does, you need to do exactly the same. 

To make it easier for businesses to do that, we created Story Cube. It’s a simple framework that helps every business understand the story they need to tell by answering six simple questions: What problem do you solve? What solution do you provide? Why does your organisation exist? What sets it apart? How do you reach your customers? And, what obstacles could trip you up on the way? The combination of your answers are the basis for a compelling brand story you can use to sell to clients, inspire staff and encourage partners to work with you. 

On the last Friday of every month we run a webinar that goes into more detail about Story Cube in order to help your business tell a compelling story and, ultimately, grow. It doesn’t matter what industry you’re in, what experience you have or what you want to achieve, the Story Cube framework can help you get to grips with what you need to communicate.

Click here to sign up.

 

Blog by Robbie Dale, creative director at The House London