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StoryBranding: Creating Stand-Out Brands Through The Power of Story

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  • Posted April 30, 2012

    Last year I attended a conference by Don Miller called Storyline

    Last year I attended a conference by Don Miller called Storyline. It was all about writing the story of your life before you live it, not when it’s too late to change anything. The idea of writing a great story and living it out really appeals to me. As much as I liked the idea of writing a story with my life, I also wondered where business figures into it. I know that the source of my income plays into my story in a big way, but is it possible to write the story that I want my business ventures to live out as their own story?
    Turns out there is a way to do this. I recently started reading a book called StoryBranding by Jim Signorelli. It’s all about telling stories through your business and telling a story with your business. Your own personal story is rather easy. After all, you’re the main character and everyone else is only supporting cast. With a business, even your own, It is the main character and You are part of the supporting cast. Each individual part of your business plays a role in its story, from customer service to the bookkeepers. Even your customers will p ay roles, sometimes even pivotal ones, so be sure how you both select and treat them.
    So far though, I’ve only spoken of story. There’s also the devotion to branding that exists as well. After all, that is the purpose of the story, to create a brand that stands out.
    The book is very good from several points of view. Of course, there’s the business side of things, which is amply discussed. Then there’s also the storytelling view of things. We are all storytellers, even if we do not realize it. Our lives tell a story. We relate stories to family and friends every day. It’s interesting to understand the business side of that function. I could see the usefulness of reading this book from a consumer’s point of view as well. Imagine if you had the choice to choose between two businesses to spend your money with. If all else were similar, would you rather spend your money with one that cultivated a memorable story or one that simply existed only to make money?

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  • Posted January 27, 2012

    more from this reviewer


    Marketing consultant Jim Signorelli tells an interesting tale as he takes readers through his innovative “StoryBranding” strategy. He explains why human beings find good stories powerful, how the plots of great narratives thematically illustrate principles and beliefs that their audiences share and why marketers must connect the “inner and outer layers” of their products with their prospects’ values. Easy to read and filled with examples of companies whose brands connect with their customers through stories, this manual outlines a six-step approach to discovering the story of your brand. getAbstract recommends Signorelli’s innovative technique to marketing professionals who must create or re-create a brand that earns customer loyalty.

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  • Posted December 21, 2011

    The power of a story well told---a must for anyone who wishes to communicate well.

    Everybody has a story. It's how we communicate. It's part of our collective DNA. Throughout history, humans have used stories to pass along knowledge, feelings, facts, fears and beliefs. Research has proven that the human brain automatically thinks, understands, and remembers through stories. The powerful elements found in stories have been used to inspire, teach, share values and persuade. Exactly what advertising is supposed to do. "StoryBranding", the new book from Jim Signorelli gives you a step-by-step guide for telling a great stories. He deconstructs the power of stories to create a potent new approach for marketers---and anyone else who needs to communicate well (and isn't that all of us?). It's an approach that will help you develop a strong, enduring, brand affinity with your audience.

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