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Marketing Idea Board: Brand Storytelling 101


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Brand storytelling is vital for creating authentic, emotional connections between a brand and its customers. Here are the first 5 steps towards building a brand story worth telling.

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Marketing Idea Board: Brand Storytelling 101

  1. 1. Don’t be afraid to tell your story as a work in progress. Start with the essence of your brand. Then build a story around why this is important to people. Keep in mind what’s interesting to each individual consumer. A well-told brand story should encompass stories of many unique individuals, not one archetypal consumer. Dissect other brand stories that you like. Then discern what it is that you like about them. Chances are you like a brand’s story because you identify with it. Who else identifies with similar ideas as you? Decide why it is important to tell this brand story. There are a million brands out there with similar stories. What’s special about this one? Refining your brand should always be a work in progress, therefore telling the brand’s story should be a reflection of this. 1 2 3 4 5 © Copyright IBM Corporation 2016. IBM, the IBM logo and are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at Read about how top CMOs are sharing their brand stories. Download: Top Five Lessons Learned from CMOs Rising Above the Clutter