Predictable B2B Success How to write a powerful brand story that boosts referrals
May 19, 2020
43:58
In this episode, Ben Baker, founder of Your Brand Marketing (an employee engagement firm) shares how we can write a powerful brand story that boosts referrals. Some insights he shares include:
- How companies get employee engagement wrong
- Is employee advocacy a subset of internal marketing
- Who needs a personal brand story and why
- How to write a brand story
- The biggest mistake people get wrong with crafting a brand story by using the hero's journey formula
- How to write a brand story and repurpose it
- How can you factor your brand evolution into writing your brand story
- How to get customers to tell a version of your brand story
- Are brand stories driven by personality
- Is their truth to the saying that customers must buy into the story not just the product
- Examples of companies sharing great brand stories
- How to help a company, discover and create their brand story assuming that they've already got their mission and vision
- How to persuade customers and vendors to be interviewed and gain their perspectives
- What could businesses do to create a quick win and prove to their leadership that is worth investing in
- Why brand story resonance is important
- How to reiterate and reinforce the brand story at various touch points