Brand Storytelling, Defined | Marketing Insider Group

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Values are the character traits of your company that define it. A lot of companies randomly say their values are words like integrity, innovation, etc., but they choose these words because they sound nice, not because they truly reflect who they are. A company’s values are the best behaviors of your best employees on their best days. In other words, if you highly value that salesperson who will bend the rules to land the big deal, then “integrity” is not your value; winning is. If that’s truly what you value, embrace it.

The Case for Brand Storytelling

So, why does brand storytelling matter? The marketplace is more crowded than ever—and competing for attention is more difficult than it was even a decade ago. Combine that with a buyer’s journey where the customer is in control of the path to purchase; buying is now social, self-directed, trust-based and transparent.

The best way to reach a customer who’s deciding what and when she’ll buy is to stop pushing your products so hard and focus more on why your business exists at all. When you tell this story and explain your values you’ll engage the customers who share your values.

When you find the people who share your values, there’s a much better chance they’ll stay loyal to you (though we know that even brand loyalty has changed).

Your story then becomes your company strategy, which propels your brand forward. It’s an idea well-known venture capitalist Ben Horowitz introduced.

He said: “You can have a great product, but a compelling story puts the company into motion. If you don’t have a great story it’s hard to get people motivated to join you, to work on the product, and to get people to invest in the product.”

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