A commentary in the December issue of Entrepreneur magazine suggests that storytelling seems to be the major business lesson of 2014.
Why does my brand need a story?
Storytelling as it applies to business is about how your products or services exist in the world. It’s about who you are as a company, how you add value, meet needs, ease troubles. A compelling brand story gives your audience a way to connect with you, and to view your business as a living, breathing entity run by real people offering real value.
Three components of developing a brand story
A note of caution – storytelling as it applies to business isn’t about spinning a yarn or fairy tale. There are three critical components to telling your brand story.
It has to be the truth.
Your company culture must align with the brand story.
The story must be told consistently across all marketing communications, both internal and external.
Composing your brand story is all about differentiation and serving your customer, whether B2C or B2B. Ask yourself some questions:
What is unique about your business?
Is there anything interesting about how it was founded or its founder?
What inspired the business?
What “aha” moments have you had?
How has your business evolved?
What about your business might others... Read more