Operations, Sales & Marketing, V10I2

How to Tell Your Shed Company’s Brand Story So That It Sells

(Photo courtesy of Unseen Studio on Unsplash)

Neglecting your brand’s story gives the market the power to define it for you, which can lead to misunderstandings about what your shed company represents.

This uncertainty makes it difficult to build a solid customer base, as people naturally gravitate toward brands they know, feel connected to, and can trust.

According to the article “10 Storytelling Statistics That Marketers Need to Know” on BusinessDIT, 68 percent of consumers say brand stories influence their purchasing decisions, so the stakes are high. 

Your business needs that extra something to stand out, and a compelling brand story can be that differentiator.

Not just any story, but one that connects with your audience on a deeper level, setting you apart from the competition and turning potential customers into loyal fans.

That’s why in this article, we’re going to help you craft a compelling brand story that sells.

BUILDING A STRONG FOUNDATION FOR BRAND STORYTELLING

Shaping an engaging brand story starts with a deep understanding of your brand identity. This is essentially your brand personality and how it’s perceived in the world.

Your brand identity is determined by your brand’s mission, the company’s values, and the way you communicate—all of which make your shed company memorable.

Here are the steps to follow to create a brand story your target audience will connect with.

#1 Discover Your Core Purpose

Begin by clarifying your mission. Why does your shed brand exist? What problem are you solving for your customers? These aren’t just philosophical questions—they’re the foundation of any successful brand story.

For example, if your sheds are designed to withstand extreme weather, your core purpose might be providing peace of mind and safety to your customers through durable outdoor solutions.

#2 Know Your Audience

Who are you selling to? Are they homeowners looking for extra storage, businesses needing workspace, or perhaps garden enthusiasts seeking a backyard retreat?

Understanding your audience’s needs, preferences, and lifestyles helps you tailor a compelling story that speaks directly to them.

#3 Check Out the Competition

Take a look at other shed companies. What are they doing well? Where could they improve? 

Maybe you notice that most competitors focus on functionality, but few highlight eco-friendly materials or designs. This gap could be where your brand shines.

#4 Highlight Your Unique Value

Your unique value proposition (UVP) statement is what sets your sheds apart from everyone else’s. It could be your innovative design, custom options, or exceptional service. 

Think of all your brand’s superpowers and use these to form a strong UVP statement—a key part of your brand story.

#5 Define Your Brand’s Voice

Think of your brand voice as a way of getting your brand’s personality across. How does your brand speak? Is it friendly and approachable or professional and authoritative?

Successful brand storytelling is all about consistency.

This voice should be the same across all your communications, from your website to your social media posts. If your brand story is all about fun and creativity, use a playful and inspiring tone. If it’s more innovative and high-end, maybe your tone should be sleeker.

#6 Embed Your Brand Values

What does your company stand for beyond making sales?

Maybe it’s sustainability, craftsmanship, or community. Your brand’s core values should be clear in everything from the materials you choose to how you engage with customers and the community.

This is what creates compelling stories.

Check out brand story examples like this one from Westwood Sheds (www.westwoodsheds.com/about/), which emphasizes their core values (passion for excellence and quality products) nicely on their About Page.

BRINGING YOUR BRAND TO LIFE

Every well-crafted brand story starts with unique origins.

Maybe your shed company started in your own backyard, born from a personal need for a creative space. Share your own story with your audience to build a personal connection. 

Remember: Real stories about real people resonate more than any sales pitch.

Tell Your Origin Story—Share the journey of how your shed company came to be and how it’s grown over time. Personal tales of overcoming obstacles and celebrating achievements add authenticity to your brand, making it more relatable.

Highlight Customer Success—Weave in testimonials and case studies. These real-life examples not only offer social proof but also help potential customers visualize the practical benefits of your sheds in their own lives.

Live Out Your Values—Integrate your core values into your story. Whether it’s a commitment to sustainability, innovation, or community engagement, showing these principles in action reinforces your brand’s character and appeals to like-minded customers.

Use Visual Storytelling—Combining visual elements with your verbal narrative strengthens your brand story, making it more immersive and memorable.

If your sheds are modern and high-end, you might choose a sleek, minimalist logo and a sophisticated color palette. For a family-run, rustic shed company, warm earth tones and a hand-drawn logo might feel more authentic.

Apply a Traditional ‘Story’ Framework—In storytelling, a strong narrative captures your audience’s attention, clearly conveying your message in a way that’s engaging and focused on the customer.

This framework below outlines a story structure you can try that mirrors classic storytelling, involving a character (your customer), who faces a problem and meets a guide (your company), who provides a plan and calls them to action, leading to success and helping them avoid failure.

#1 Identify the Hero: Start by clearly defining who your customer is. In the context of your shed company, your hero might be homeowners seeking extra storage or creative individuals looking for a studio space. Understanding your hero’s desires and challenges is crucial.

#2 Outline the Problem: Every good story involves a challenge the hero must overcome. Identify the problems your customers face that your sheds can solve. This could range from a lack of space to the need for a customized backyard retreat.

#3 Introduce Your Company as the Guide: Position your shed company as the guide with the expertise, empathy, and authority to help the hero. Showcase your knowledge, share testimonials, and present your company’s credentials to build trust.

#4 Provide a Clear Plan: Lay out a simple plan or steps that customers can take to engage with your company and solve their problems. This could be a consultation, 
a design session, or an easy purchasing process.

#5 Call to Action: Urge your customers to take action with a clear and compelling call to action. Whether it’s to contact you for a quote, visit your showroom, or download a brochure, make sure it’s straightforward and easy to follow.

#6 Highlight the Path to Success: Paint a picture of what success looks like for your customers. Showcase how your sheds can transform their space, enhance their lifestyle, or provide the solution they’ve been seeking.

#7 Address Potential Failures: Acknowledge the risks or fears your customers might have and show how your sheds help avoid these pitfalls. These could be concerns about durability, customization, or installation.

TURNING YOUR BRAND INTO A SALES CATALYST

A well-told brand story is a potent tool in differentiating your shed company in a competitive market. It highlights not just what you sell, but why you sell it, building a deep connection with your customers.

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April/May 2024