Brandbite #14 Storytelling, a strategy for brand greatness. Once upon a brand in a competitive market called Reality, there was a savvy organization that understood the power of storytelling. They knew that humans have been touched by stories since their childhood. A wonderful narrative set in a place of comfort and significance with familiar, friendly characters could convey important life messages, and even sell the concept of going to bed on time. What begins as a short fable as the brand can grow into a legend, one that is consistently told throughout the land by the brand ambassadors, understood by the market influencers, and embraced by loyalists. The goal of a brand is to connect to the market with emotion and relevance. Make it an engaging, enjoyable experience; have a premise or point; and be memorable. Applying storytelling principles to a brand development strategy simply makes the journey more efficient and effective. Many brands have a great story, how they got started, what they do, etc, but so many fail to leverage their unique story in all touch-point communications to the buying markets. When you storytell about your brand ·  Set the stage ·  Introduce a memorable cast of characters ·  Have an interesting premise ·  And of course ensure a happy ending (your emotional benefit to your market) Resources: Check out my good friend's Web site and book on storytelling. Doug, a former actor and now storytelling coach, teaches professionals and corporations how to build and tell stories through his story theater method www.dougstevenson.com. Go to www.fastcompany.com for the complete article on storytelling and 10 of my top pick storytellers. Brand On!

Karen Post helps organizations and professionals prosper with a powerful brand. She is a 20-year branding enthusiast, professional speaker, and author of Brain Tattoos, Creating Unique Brands that Stick to Customers' Minds. If you’d like to learn more about branding, read her monthly column at Fastcompany.com and visit www.brandingdiva.com.