Reading Time: 6 minutesEven the phrase “brand story” implies one thing. A single artefact. But the story of a brand comes together in more than just one piece of text. Telling your whole brand story is cumulative: a series of stories, told in different ways, to different audiences. In point of fact, the best brand stories are an […]
Tag: brand storytelling
What makes a great brand story?
Reading Time: 5 minutesStorytelling is of course very much an idea whose time has come. And brands are increasingly using story formats to express themselves and to explain their place in the market and the world. But, what gives a story “lean-in” value? What turns any brand story into a great brand story? In this TED talk, filmmaker […]
Great brand storytelling is all about structuring your storylines
Reading Time: 6 minutesBrand story has two distinct roles: it forms the basis for the different levels of narrative you unfurl over time to your audience; and it acts as the “brand in your head” reference point internally. The key to success is structuring your storylines so that they incorporate all the classic elements of good storytelling. Any […]
Take the time to make the most of your brand story
Reading Time: 3 minutesA brand story is pretty much useless if you don’t apply it. The reason many brands don’t do justice to their story is that they treat it as a background exercise. Something the brand keeps to itself. But the true and valuable purpose of your story is to guide and shape your market narrative, particularly […]
Choosing your brand’s talking points
Reading Time: 5 minutesThere’s a discretion to being articulate that often gets missed. At a time when AI in particular means you could talk about anything, what will your brand’s talking points be? So many brands seem to get the balance between under-share and over-share wrong. They either make no effort to engage sincerely and effectively (preferring to […]
Become an Articulate Company
Reading Time: 4 minutesIn a world bursting with content, the temptation for any brand storyteller is to give in to the machines. To leave it all to AI and the algorithms and succumb to the temptations of volume. Say lots. Say anything. Just keep talking. But that’s not how you become an articulate company. Content is important of […]
How to turn your brand into a storyworld
Reading Time: 4 minutesAssociative memory studies show that brands that are closely connected with a product struggle to get beyond line extensions, but brands that are connected with an idea can go wherever that idea allows them to go. A storyworld is a powerful way for a brand to build and expand an intriguing mythology that goes beyond […]
What does it take to be a brand storyteller?
Reading Time: 4 minutes“Storytelling” is the new panacea. But when every brand has a story, and many of the stories are interchangeable, none of those stories matter. It takes more than that to be a brand storyteller. Being articulate as a brand is actually an artful science. Say too little and you risk being talked-over and seen-past. But […]
Long Arc is our brand storytelling workshop
Reading Time: 8 minutesAt any given point in time, you are somewhere in the story of your brand. You may be starting out or on the cusp of huge change. Your brand may be continuing something you started years ago. There may be plenty to share right now. Or plenty to come in due course. Our brand storytelling […]
Brand story myths
Reading Time: < 1 minuteGreat brands have great stories. But a great story doesn’t automatically create a great brand. For years we’ve told ourselves a story about what story is and how it works: develop a product; build a story around that product to give it value; sell that product at a greater degree of profit. We’ve allowed ourselves […]