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Once Upon a Brand: 4 Tips to Telling Your Story

“The best brands are built on great stories.” – Ian Rowden,   Chief Marketing Officer, Virgin Group

A brand story is more than content and a narrative. It goes beyond text on a website, brochure or a presentation. It’s more than a logo, color palette, packaging, and business cards. Everything you do, how well you do it, and what you stand for are elements of your business that give a complete picture with facts, feelings and interpretations. Even the staff you hire should reflect the truth about your brand.

Building a brand story is not simply about differentiating your company or getting noticed. It’s about creating something that people care about and making an emotional connection. A great brand story strategy will show you how to stand out, increase brand awareness, create customer loyalty and power profits.

In this recent commercial by Dell, the company tells a great story of its brand by sharing the beginnings of others, saying “At Dell, we’re honored to be part of some of the world’s great stories. We are a company that personifies entrepreneurial spirit, celebrates it every day and embodies it in everything we do.”

There are several ways brands tell their stories. Maybe it’s a story of renewal or rags to riches? A mission from point A to point B? A story about transformation after a journey? Whatever your brand story may be, make it engaging and motivating with these four characteristics:

1. Be relevant: Brand stories that aren’t meaningful will have little impact. Companies should know what’s important to them and their customers, and build their brand story around that thinking.

2. Be credible: Don’t give customers smoke and mirrors. They want proof that what they’re buying works – whether it be products or services. Tell the truth about your brand.

3. Be compelling: If a brand story doesn’t hold a customer’s attention, it’s not worth telling or not being told right. Subject matter, words, imagery and sound can make a brand story compelling and create an experience that the people are moved by.

4. Be persuasive: Great stories don’t just keep people interested, they motivate them to do something. For companies, a brand story with imagery and words can play a large role in making a connection – emotional or intellectual – then move people to action.

So, what’s your brand story?

About Lauren Llewellyn:

Lauren Llewellyn is a Senior Account Executive serving several auto, transportation and manufacturing industry accounts in PadillaCRT’s Corporate and B2B Practices. Lauren leads the Department of Rail and Public Transportation account, alongside Amtrak, managing various marketing initiatives targeting business and leisure travelers and college students through advertising, social media campaigns, sponsorships, and creative materials. She supports the CarMax account, coordinating national integrated media campaigns, media outreach, grand openings, social media and creative materials. Lauren also manages digital strategy and content planning for Afton Chemical, including persona and message development and various product campaigns. Lauren received a master’s degree in integrated marketing communications (IMC) and a bachelor’s degree in journalism from West Virginia University, where she concentrated her research efforts on branding and public relations.

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