Tue, May 07 2013
Filed under: Branding •
Yesterday, I talked about brand reinvention. Today I want to talk about brand storytelling.
The biggest mistake people make in brand storytelling is they forget the party shaping your brand story is the person experiencing the brand - and not your marketing department. That’s why this cartoon is so apt.
Bad brand storytelling is:
1. Simply stating a vision or mission statement
2. Spewing jargon that describes what you do - rather than why it matters to someone else
3. Not interesting
Good brand storytelling is telling stories that emotionally plunge your audience right in the middle of your cause and stir them with your value to others. It has a heartbeat.
Here’s how it’s done.