People don't just buy products. They buy into the stories behind them. Make yours a story worth telling.
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By embracing storytelling, you can craft a unique brand narrative that sets your brand apart—a brand story that resonates deeply with those you hope to serve.
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People don’t just want to buy. They want to buy in. This is why your story is invaluable.
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Invest time in your brand story. Make it extraordinary. Because it will pay the greatest dividends of any of your brand work.
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Positioning is invaluable for laying the strategic foundation of your brand. But it is the stories that will ultimately move those you hope to serve.
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If you spend the time to find the questions, it will begin to become apparent what your brand message should be.
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Here is some helpful guidance on finding and crafting your exceptional brand story.
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Telling a story helps you hone your story.
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Your story can’t reach its full potential until we start talking about what all those benefits could lead to – the benefit of the benefit.
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We all want that brand story that feels undeniably irresistible. So what's keeping us from such a story? Here are a few of the usual suspects.
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When you share the 'what's in it for me', you may win people's attention. But share that 'what's in it for us' and you begin to win their hearts.
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When we know our brand story’s hero, we create a very different story from the inward-focused, self-serving tale too many organizations tell.
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Having this well-built structure opens the doors to a myriad of ways we can tell our brand story.
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Storytellers throughout the ages have known this secret – there is nothing like a villain to give your story real power. If your brand has any doubts, just ask your hero.
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All great stories have one. Is your brand ready to find the villain that will make yours great?
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With each step you'll identify the elements of your brand story. And begin to go beyond simply being of interest to those you hope to serve to becoming beguiling.
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You can try to tell others. Or you can opt to share something real. Share something illuminating, entertaining, or moving. Or maybe even all three. Think how irresistible that would be.
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When you live your brand story, it becomes truly remarkable. And something wonderful happens. People start to tell the story for you. That’s when things get magical.
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Stop defining yourself by what you do, but rather by what you do for those you hope to serve. In the process, You’ll develop a deeper relevance to those you engage. More importantly, you’ll make the leap to becoming irresistible.
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It's easy to push the functions and features in your brand story rather than find the more powerful emotional drivers that really inspire those you hope to serve. Don't get caught in that trap.
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