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Why a brand self-identity isn't enough

Brand storytelling: establishing a compelling narrative and pushing it

There's a reason it's so desirable to be a thought leader. Individual professionals figured this one out long ago: your personal brand must have a story to tell and a narrative to push in order to remain relevant. People who simply identify their area of expertise or label the kind of marketer they are rarely stand out. However, the ones who write, speak, and actively stay visible with thought-provoking material and critical analysis of industry trends become leaders.

The same goes for brands. It's not enough to identify the kind of company you are and then expect that facts will be enough to conquer the competition. You can't even solely rely on the quality of your work or products anymore. In this day and age of content, social, and personal branding, consumers expect personalities from everything. People make purchasing decisions largely based on how they feel. Consumers gain feelings from brands based on the stories they tell, and if your competition is projecting a better narrative, you're going to lose out. Large brands like Dove, Apple, and Chipotle, as well as moderately sized brands like Zappos and Patagonia have each spent millions in establishing compelling brand stories and communicating them. As consumers become more accepting of branded content, your ability to tell a narrative that resonates with your audience will be vital.

Kendall Allen, senior associate for WIT Strategy speaks with iMedia about why she works with clients to create positive brand stories and why a company's identity is not enough to gain substantial respect in the market.

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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.

"Sticky on crumpled paper with the phrase about me ." image via Shutterstock.

In addition to servicing media and data tech clients for WIT Strategy as a Senior Associate in corporate affairs and media relations as her primary engagement, Kendall runs collaborative pursuits through her company, Influence Collective, LLC. --...

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