Paper Matters Blog
Crafting a Business Narrative

 The word brand can mean a lot of different things to many different people. For some, a brand is another word for a logo. For others, it’s another word for a large company.  Whatever it means for you, it is important to build your business narrative around your brand to connect with your audience.

For me personally, I like to borrow Seth Godin’s definition:

brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

 With Godin’s definition in mind, it’s easy to see why building a brand narrative is so important. If created and used correctly, your brand narrative can be used as the foundation for your entire branding, marketing and promotional strategy. With a strong brand narrative, your company can stand out, build loyalty with customers and respond to changes in the business landscape in an agile and authentic manner. Simply put, a brand narrative is the component that gives your business human-like quality — it differentiates your business from the competition in a fashion that’s highly focused, intentional and trust-worthy.

Recently, I was invited by Deborah Corn to present on the topic of Crafting a Business Narrative with the #GirlsWhoPrint Fierce Fabulous Fridays series. Here are some of the topics I discussed during the presentation:

  • Why Create a Business Narrative – What’s the Opportunity?
  • How do I Know My Business Needs a Narrative?
  • Building a Narrative – First Steps
  • Creating a Narrative – Getting Started
  • Keep In Mind – Important Details to Remember
  • Bringing it Together – Real World Examples
  • What Can My Business Gain From a Narrative?

If you missed the live zoom presentation last Friday, you can view the recorded video below:

Is a brand narrative something you’ve built for your company? What are examples you’ve seen of how other companies and individuals have utilized their brand narrative to send a message and stay in touch with target audiences during the pandemic? Please leave your comment below. Or, post the example on LinkedIn, mention me, Domtar Paper and use the #GirlsWhoPrint hashtag. I’d love to keep the conversation going and get your insight!

Every business has a story to share. Why not use yours to build connections and stand out from the competition?


Related Blogs

Back to School Trends: A Look at the 2021 Deloitte Survey

Throwback Thursday: Luxury Within Reach (in a Post-Pandemic World)

Print is Still a Player in Integrated Marketing

About The Author


Staff (0) Community (379)

Leave a Reply

Your email address will not be published. Required fields are marked *


Vanecia Carr
Customer & Brand Marketing Director
Meredith Collins
Customer & Brand Marketing Manager
Jill DiNicolantonio
Blog Contributor & Parse & Parcel Founder
Paige Goff
Vice President of Sustainability
Ashley Maydak
Creative and Brand Marketing Manager
John Parke
Customer Marketing Manager
Lori Slovik
Technology Manager
Tammy Tufty
Marketing Communications Manager
Nicholas Pearson
Marketing Specialist