Creating a brand story is a central part of building your overall brand identity. It’s crucial that your brand story is coherent and resonates with your audience to attract loyal customers.
In this episode, I speak with Tom Marchant, Owner & Co-Founder of luxury travel company Black Tomato. Tom and his co-founders launched their business in 2005 after seeing first-hand how people had such little time to plan their own travel experiences. Since then, Black Tomato has grown exponentially and delights clients all over the world.
Tom shares his advice on how to begin drafting your brand story and what you should and shouldn’t include within it.
Tom’s advice:
- Your brand is fundamental to your business - it’s your identity - so it’s vital that you are sincere about it and believe in it
- Always keep in mind what you stand for
- Customers must trust your brand and feel comfortable with it
- Communicating your brand values will be easier if you use recognisable language that people can identify with
- Use language to convey feeling and emotion - and sincerity
- Keep it simple and truthful
- Share what matters
- Your brand story can communicate how it started/who with/what you were aiming for/your values
- When writing copy don’t be a slave to perfection; try ‘stream of consciousness’ to start off with. The important thing is truthfulness
If you’d like to contact Tom you can reach him via tom@blacktomato.com
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Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.
FF&M recommends:
- LastPass the password-keeping site that syncs between devices.
- Google Workspace is brilliant for small businesses
- Buzzsprout podcast 'how to' & hosting directory
- Canva has proved invaluable for creating all the social media assets and audio bites.
MUSIC CREDIT Funk Game Loop by Kevin MacLeod. Link & Licence
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