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No Story? No Brand.

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Are you telling your story right? Stories leave an indelible mark on people that can last for years to come, continue to grow, and deepen the relationship. You need a story to be a competitor.

June 22, 2012 2:45 by

This article is an introduction to a book in development, Brands in Glass Houses by co-authors: brand marketing consultant Said Baaghil and content marketing consultants Debbie Williams and Dechay Watts. 

In a recent AdAge article by Lisa Ries, she took the position that, “… the best way into the mind is with visuals, not with words. Visuals play a more important role in marketing because they hold emotional power that sticks.” We couldn’t agree less.

Of course visuals and images are compelling, and necessary, but words are equally important and work to create the essence of a brand. Every brand has a story, and that story can’t be told through visuals alone.  While great design might lure you in, it’s not enough to sustain arelationship.

Imagine if you were looking for a new face cream and found dozens of packages with only colors andpictures and no description of the product benefits, ingredients, product history or promised results?Or imagine searching the internet to find a new camera and just seeing pictures of cameras, with no information on features or product reviews? Words matter and brands that tell stories have a huge competitive advantage.

The Starring Role of Stories

Stories bring brands to life, giving them a perspective and personality. But where are these stories told?  Stories create conversation between brands and consumers through packaging, websites, e-newsletters, blogs, brochures, magazines, and social media channels like Facebook and Twitter.  These vehicles give brands a voice and become a storytelling platform where conversation happens and relationships are nourished.

The Art of Content in Brand Storytelling

A brand’s mission or brand statement isn’t just for the internal marketing team, but must shine through in the experience it creates with customers.  Content must be emotionally driven, describe the brand positioning and communicate the differentiating factors about a product. Here are a few essential steps brands must taketo begin its storytelling:

Identify your target audience.

Create a persona.Know what makes your product different from the competition.

Create messaging to easily relate those points to your audience.

Choose the most effective communication channels (i.e., website, packaging, social media).

Be consistent and keep the story going with a content marketing plan.


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