It's almost a challenge or a dare: make a story. Break the rules, try something different, or just dive more deeply into what you’re already doing and see what comes of it.
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Why a whole week on expression? Because stories are something you share. It’s the most essential part of creating a story especially a brand story. It’s what leads to connection, community, and empathy between you (the storyteller) and your audience. This is where truly engaging your audience and converting them into customers comes to life.
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Which is why this week we’re going to talk about Purpose & Positioning. These two powerhouse ideas help brand storytellers (aka marketers, that’s you now) identify their story and what makes it unique from all the other stories out there. This is about identifying and making your story unique.
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Your brand is one of the most valuable assets your business has. The research also supports it. A solid brand is something customers are willing to pay more for over less expensive, non-branded, products or services.
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It’s easy enough to share an account of incidents or events, real or imagined, but it is harder to make that account interesting and motivating to the people who you share it with. That’s where this process comes in.
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…If like me, you left a job or set off on a new path in the past few years, you may be in a state of, “oh shit, now what?” I know I was for a bit even as I worked to build a business and supported clients through that feeling in their businesses. Full disclosure, I don’t have the answer, but I can tell you what I’ve learned from stories…
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…The world feels like it’s on fire more often than not these days (though for many that can be an inspiration) and so there are days when I sit down to write and nothing feels right about anything I do. Sometimes I put it away and try again another day, but often I have deadlines and clients who rely on me, so here’s what I do when I don’t feel inspired to create and share stories to get re-inspired.
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Better question: how do we help people understand what we do and join us? It comes down to two things really…
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This is my 100th missive to you about the power of storytelling, brand marketing, and how to share your unique story with the world around you. I almost always find myself introspective at milestone moments like this. And they almost always leave me thinking about the reasons why I started this newsletter—why I think storytelling matters in each of our lives.
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