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:
A 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?