Besides the product and service a brand offers, I’m interested the most in the “About Us” page.
If I stumble upon an interesting product, I will search for its brand website first. Instead of jumping right to the product info page, I always first go to the “About Us” or “Our Story” page.
And I’m not the only one.
It’s like in fiction, TV shows, and movies. Apart from the ongoing plot, we as viewers are very interested in the characters’ background stories. We want to know where they come from, why they do what they do, and lead them on the road that leads them here.
So that we can decide whether we really want to root for them and whether we will invest emotion in them.
When it comes to marketing, telling your origin story is just the same important.
Your product might decide whether the customer will buy it once. Your backstory will decide whether they will come to you again and again — whether they will become part of your community.
Darth Vadar is a pretty cool character. But it is Anakin who made him a legend.
Channel’s products are beautiful and of high quality. But it is Coco who made the brand long-living and irreplaceable.
And another beautifully told the brand-origin story from The Body Shop official website.
So, if how your brand was built has a good story (I bet it does), show us on your “About Us” page. Because if you show me where you came from, I can decide whether I want to stick around, or even advocate for you.