This is an exciting week for anyone who was even remotely influenced by Carl Sagan's "Cosmos: A Personal Voyage," a thirteen-part TV series which first aired in 1980. This week began the much anticipated follow-up called "Cosmos: A Spacetime Odyssey"...
People buy your story, not your product. So when you tell someone your story, where do you begin?
The knee-jerk response is to start by describing your product: the various features and attributes. If you’ve got the time, you might talk about how your company is different, your unique selling proposition, what makes you stand out from your competitors.
Once you've managed to figure out your company's brand values, it's time to incorporate them into your brand's story. When you think about how to communicate your brand story to the world, your first stop is probably your website's About Page, but you can't finish there.
Nic Seton of Greenpeace UK facilitated a session at the 2014 Greenpeace Digital Mobilisation Skillshare to share learning from the online campaign to free the Arctic 30. Nic helps us identify 12 key characteristics of powerful digital storytelling.
In our last post, we discussed identifying your company’s key brand values as a starting point for developing your story. What, besides profit, does your business care about and why? Expressing these values is an important part of building trust and loyalty with your customer base.
But how do you express them? How have successful companies wrapped these values in a story that made them accessible and engaging to their customer bases? We’ve identified three recurring story types used by effective brand storytellers.
As far as the people buying from you are concerned, your business is not simply what you do. It's also how you do it and why you do it. Whether they realize it or not, your customers will internalize all of this as they form this relationship with your company. Gaining new customers and keeping existing customers is relationship-building, plain and simple, and demands that you be values-driven, positive and trustworthy, just as in your personal relationships.