A list of good ingredients to cook up a tasty experience and a strong brand message.

A list of good ingredients to cook up a tasty experience and a strong brand message.

THE RECIPE TO GOOD BRAND STORYTELLINGTHE RECIPE TO GOOD BRAND STORYTELLING

Presented and Illustrated by Hernalee Walker

Presented and Illustrated by Hernalee Walker

Remember a time when stories kept you riveted, hooked on every word.

Remember a time when stories kept you riveted, hooked on every word.

When words created a visual that left you wanting more..

When words created a visual that left you wanting more..

A list of ingredients is the start of a visual, a taste of opportunity...,

A list of ingredients is the start of a visual, a taste of opportunity...,

just like a good stew. just like a good stew.

?

?

?

?If the answer is no, then

DO YOUR RESEARCH.If the answer is no, then

DO YOUR RESEARCH.

Knowing your audience is key. Your brand message should

speak to your audience.

Hello, do you know me?

Getting Related is the First IngredientGetting Related is the First Ingredient1

A good story truly relies on how you relate to the audience.A good story truly relies on how you relate to the audience.

Understanding basic value for your audience is a great start.

No Foreign LanguageNo Foreign Language

buzz...

buzz...

buzz...

buzz...buzz...

buzz...

Stop the buzzword madness.Stop the buzzword madness.

Especially in B2B marketing, knowing your audience industry language easily tells the value story. Remember to solve a problem.

What are

you saying?

Boring stories won’t attract and retain readers, but stories brimming with personality can. - Forbes, 2013

Boring stories won’t attract and retain readers, but stories brimming with personality can. - Forbes, 2013

2 Infuse Personality Into the Story Infuse Personality Into the Story

B2B or B2C, always means B2P (people.)B2B or B2C, always means B2P (people.)

Every step along the brand story add personality to retain your audience, because your story must connect with people.

Incredible. Amazing. Stunning.Incredible. Amazing. Stunning.

Stay away from hyperbole and tell the story with authenticity.

Stay away from hyperbole and tell the story with authenticity.

Today’s audience is sophisticated, responding to stories that speaks to real value.

KEEP IT REAL.KEEP IT REAL.

3 Be Honest and Keep It Real Be Honest and Keep It Real

Sample Your RecipeSample Your Recipe4

Use insights from testing as a source of themes for future content marketing campaigns.

Test your brand story across various media.

Different audience members consume content in different ways.

123-456-7890

Ask them what they think.Ask them what they think.

With every great story there is great visual.

With every great story there is great visual.

Words create excitement and passion. A carefully crafted message speaks to your audience.