![]() ![]() They often touch on pain points in your industry and can be things like: “We believe in using local products.” Or, “We build genuine relationships.” This set of values is your north star, your guiding principles, and will state what you stand for and what you are passionate about. How do I develop a brand story?įirst, you must start with your purpose and values (because hero’s have values, okay). It is relatable, authentic and unique only to you. You help the hero succeed.īrand story is the narrative that encompasses the passion, values and feelings that your business creates. By enabling the customer to associate with something of meaning, your company becomes the beacon that helps them on their journey. Your customer, the hero, is fighting against the same evil force, and because you both stand for the same thing, you become a champion of your customers’ values. You believe that what you are doing stands in opposition to how things are done. To do so, you must make a clear stand against an evil force or wrongdoing in the world. If you’ve watched any of the zillion Marvel movies, you’ve seen this concept in action. This causes the hero to have a life altering transformation, and being a changed person, returns to help their fellow humans and represent an ideal. In a book or movie, a hero story goes like this: The hero is impelled to go on a journey or adventure, but on the journey has to overcome some kind of obstacle or evil threat. Brand story weaves throughout your entire company, and like all good yarns, it has to have what writers call a hero’s story. ![]() ![]() To be blunt, content without a great brand story just means your marketing will be shit. You can’t make websites without writing engaging copy. You can’t make videos without writing great scripts. You can’t post blogs without writing engaging articles. You can’t create Google Ads without writing great ad copy. These content creators, at their core, need to be extremely proficient at one specific thing, the very one thing we don’t list in their job titles-you got it, writing a story.Ī content creator who sucks at telling a story is going to suck at creating results. Digital marketers, YouTubers, content marketers, bloggers, storytellers, influencers. To help with content, a slew of people have emerged. It’s needed everywhere-Instagram, Facebook, Linkedin, YouTube, Google, websites, blogs, press releases, the list goes on. This writing is adapted to our era, and it’s even called a different name.Įveryone is asking for it. Writing, you question? Will we find people brooding in exotic dark cafes, sipping martinis and ruminating on life with a small celebrity gathering, akin to the days of Hemingway? Sadly, no. Just like Travolta in Pulp Fiction, writing has once again become cool. I never imagined that 20 years later, writers would make such an epic comeback. That hot summer of 1992 and my dream of being a world-renowned writer was a career that might have happened if only I had been born two decades sooner. Newspapers were starting to close, magazines were cutting staff, the internet had yet to hit the scene, and my young, adventurous soul quickly found passion elsewhere as I moved from writer, to production assistant, to designer and eventually on to art director and creative director. I didn’t realize on that day how many curves my career would take, but one thing slowly became apparent, writers were redundant. And yes, I realize I just ended that sentence with a preposition, don’t judge. Storytelling then, and to this day, remains one of the skills I am most fiercely proud of. My lifelong love affair with words had finally become my career. The sound of barking sea lions in the distance formed the welcoming choir as I sat down at the desk I would call home for the next two years. I pulled into the parking lot of my new office and took my seat at the token junk desk piled haphazardly with papers and plunked awkwardly in the hallway. ![]() The ink on my bachelor’s degree was barely dry, and I was about to begin my new job as a junior copywriter for Monterey Life magazine. cassette, and through the open windows, I could feel the temperature dip slightly as I turned out of the artichoke fields of Castroville and down the valley, into the warm sea salt air blowing mercilessly across the Monterey dunes. My red hatchback unbearably void of air conditioning was blaring side two of a borrowed and never returned R.E.M. ![]()
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