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handcrafted by Grownman Brand
Let’s start with a seemingly harmless question...
This is a question companies like yours ask everyday.
It may seem academic at ﬁrst glance, but let’s throw in a twist...
The savvy marketer of today, realizes that the days of the mass media
advertising campaign, while not altogether extinct, are waning in signiﬁcance
and that the new channels of modern communication demand not only
dynamic content, but proliﬁcally dynamic content.
Sufﬁce to say that today’s marketer understands the need to develop a
practical system for creating great content on an ongoing basis.
Which brings us back to the question...
Everyday you and your company face the challenge of ﬁlling some or all of these channels with dynamic
content that engages the audience and tells your story in a compelling way.
No two channels are exactly alike, which can lead you to make the obvious conclusion that the sheer
amount of content you’ve been tasked to create on an ongoing basis is on the verge of being
At Grownman Brand, we be believe every touchpoint your company has in the world is an
opportunity to tell a story about what makes you special.
Every interaction someone has with your business is a chance to make a meaningful
connection and turn that someone into a friend. Whether that friend someday buys what
you’re selling is not nearly as important as engaging with that friend on an emotional level.
That’s why at Grownman Brand every story we make is more than just a piece of content
designed to ﬁll a void. We build our stories with a speciﬁc purpose in mind.
At Grownman Brand, we create Purpose-Built Stories.
A Grownman certiﬁed Purpose-Built Story
bears the craftsmanship of its proud author
knows its audience and connects on an emotional level
has a point of view
isn’t afraid to get lost along the way to discovery
never takes the path of least resistance
engages its audience by making them always wonder what happens next?
takes an idea and communicates it in a new way
has a knack for making the seemingly mundane seem magical
understands the value of patience
can withstand criticism and is always ready for a good fight
tends to get even better with age
doesn’t give in to petty needs of the masses
Your company’s goal is to engage your customer.
If we were to draw it out, it would look a lot like this:
A well-crafted Purpose-Built Story can evolve across multiple channels of communication.
Along the way, the story can be experienced in new ways by its established audience and
potentially earn the praise of an altogether new one with each channel it crosses.
Purpose Built Stories are everywhere...
You’ve experienced great stories your whole life.
The movie you know by heart.
The book you’ve read more than twice.
The song you play when you want to remember.
The picture that makes you feel like you’re there.
You’ve probably even created a few yourself.
The history of your family.
How your favorite gadget or tool makes your life better.
A particularly amazing accomplishment of someone you admire
(if you have kids, you’ve probably used multiple channels of communication for this one.)
Think of the stories your company is currently sharing with
the world through your chosen channels of communication.
Do your company’s stories convey the passion of a Purpose-Built Story?
Purpose-Built Stories create intrigue and inspire the audience to learn more.
When an audience actively seeks your content, your company has created an connection.
If customer engagement is your goal (and it should be), then fostering an environment that inspires
an audience to return to it on a continuing basis is exactly what your content should do.
Purpose Built Stories do more than create customer engagement, they make your company’s
marketing channels of communication a fun place to hangout.
Thanks for reading!
Before you go, check out more Grownman channels chock-
full of Purpose Built Stories:
Or, head back to our site: