How the Art of Storytelling Can Help You Build Your Brand

It all comes down to being simple and clear. Posted on Wednesday, April 25 in Breaking Through the ClutterBuilding Your Brand.

Stellar creative? Powerful call to action? The right message to the right person at the right time?

It all comes down to quality storytelling.

Brand SuperheroHow to Tell a Story

When you tell a story, it’s necessarily active rather than passive.

You are providing content that is informational, affirming, entertaining, inspiring or some combination thereof.

Your audience necessarily shapes your storytelling – at the very least you need to be aware of your audience. At best, your audience is the reason you are telling your story.

Compelling stories have a hook – some way to draw the audience in and demonstrate that it’s worth their time to pay attention.

Effective storytelling provides a mechanism for change – how will the action effect the world of the story?

Most good stories include some form of conflict or tension – this is what creates the need for change. All great stories include conflict or tension told masterfully, and often in such a way that you are never quite sure of the outcome

The action of the story typically brings about the change.

Your call to action in your brand story invites customers to be the hero of the story and bring about change in their own life with your product or service.

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Courier-Journal Media Brand Manager Cathy ColliverCathy Colliver is a Brand Manager at Courier-Journal Media. Find her on LinkedIn, Twitter and
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