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The love affair of stories and brands

“You can’t hate someone whose story you know.”

Interesting thought. Do you agree?

I do. Especially after the person who taught me this notion (thanks sis), altered it to her own version… “You can’t dislike someone whose story you know.” After all, there is no room for hate in this world. And perhaps hate would not exist if, well, everyone knew each other’s story.

What I love about my career is that I am a storyteller. Our team creates, nurtures, and even protects stories. But the greatest feeling of accomplishment comes from a story being shared. Stories pass knowledge, break down barriers, eliminate perceptions, and create relationships.

In the marketing world, stories build brands.

All successful companies have at least this one thing in common – their brand’s purpose aligns with their audience’s beliefs. The story told between the company and the individual creates a culture, building a connection that turns a casual acquaintance into a loyal brand advocate.

Is your brand accurately articulated? Is it consistent through all mediums (written and visual)? Most importantly, does someone unfamiliar with your company understand what your brand stands for? At the end of the day, your brand isn’t what you say it is – it’s what they say it is.

With inspiration from listening to the entire Beatles collection (thanks Apple Music!), and in the name of one of their ever so eloquently titled singles, “All you need is love,” I arrived at this…

…You can only love a brand whose story you know.

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