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Brand storytelling guide

A practical guide to the fundamentals of developing powerful brand stories

How will this guide help me and my business?

Engaging brand stories unite people searching for commonality and appreciation of the essence of a brand. But, contrary to popular belief, brands themselves are not the heroes of stories. Their role is to help consumers to reach their full potential. In this way, every story, whether related to retail or business-to-business, is really a tale about consumers.

The more immersive the narrative, the more gripping it becomes for the hero of the story – in other words, the reader/site visitor. Digital channels help make such an experience feel authentic and content makers elevate standard copywriting into meaningful dialogues that support marketing goals.

This guide helps you explore the fundamentals of developing powerful authentic brand stories. Narratives demonstrate product or service applications, strengthen loyalty, and establish your brand as a trusted ‘thought leader’.

Who is this guide for?

This is aimed at communication professionals working in:

  • Public relations
  • Marketing
  • Advertising
  • Branding
  • Reputation management
  • Content creation
  • Omni-channel customer experiences

How is the guide structured?

The main sections of the guide include:

  • How brand stories fit in a world congested by stories
  • A detailed look at brand stories in B2B marketing
  • An overview of storytelling stages and frameworks
  • How to develop the right type of brand messaging content
  • A discussion of social responsibility
  • Details on social community responsibility and corporate social responsibility

Throughout the guide, you’ll read examples of when famous brands have crafted meaningful stories around themselves, and others of when their attempts have backfired and damaged their public image.

Resource Details

Author: Jonathan Gabay – LinkedIn
Format: 11,000 word primer

About the author

Jonathan Gabay

Jonathan Gabay is one of Europe’s premier creative branding authorities. He is the author of 15 books including university textbooks on content. His latest title is Brand Psychology.

Jonathan is a regular keynote speaker for major brands around the world.

News organizations including CNN, BBC, Sky, Bloomberg and many more, trust Jonathan to explain the stories behind the biggest brand news headlines.

In addition to advising global enterprises, including digital content contextual experience platform providers, Jonathan is involved with helping countries brand their stories on the world stage.

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