'Everything starts with a story' - Joseph Campbell

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What is a brand story?

Posted on Sep 12, 2017 by Rachel  | Comments (0)

What is a brand story

When I first heard the phrase ‘brand story’ I didn’t have a Scooby-Doo what it meant.  ‘Maybe it’s some kind of elusive myth that only clever ‘branding people’ know about’, I thought. ‘Either that or I’m just plain stupid.’

It was only when I went on a brand storytelling course in London – and a bad one at that – that I finally got it.

On the train back home I realised that I already was a storyteller. Each and every one of us is. Both in business and in life. Yes, that includes you. 

Not long after that dire course, I went to a talk on brand storytelling where the speaker opened with the words: “Your business doesn't have one story to tell. It has hundreds, thousands even.’ 

Stories are everywhere. They shape our world. They are the glue that binds society together. Each and every one of us has our own ‘life’ story – and so does every business.

Brand storytelling is all about becoming deliberate with the story or stories you tell. Leave it to others to do, via word of mouth and you'll soon relinquish your control.

Ironically, I now spend most days helping people to take control by creating a 'brand new story' (yes, that elusive brand myth) for their business. A story that speaks directly to the people they want to attract and incorporates their organisation’s purpose. Used wisely it can help a business and its message to soar. It's already getting great results. 

But more about that next week.

Rachel Savage will be running a two-hour workshop entitled ‘Brand Storytelling – The World Needs Your Story’ in partnership with Brand51 on Thursday October 12 at Riverstation in Bristol. Visit Eventbrite for more info.



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