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?


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Nicholas Pearson
Marketing Specialist
Meredith Collins
Customer Marketing Manager
Danielle Sinclair
Vanecia Carr
Sr. Director Marketing Product & Management
John Parke
Customer Marketing Manager
Paige Goff
Vice President of Sustainability
Deborah Corn
Domtar Paper
Roland Basdeo
Graphic Designer
Susan Jones