11 Oct Christopher Smith points out the keys on how to build a brand storytelling
Whiplash Team, October 11th 2019
Christopher Smith points out the keys on how to build a brand storytelling
Every organization has a story to tell. A story that defines it, and at the same time summarizes its purpose and values. In general, the narrative is directly linked to its beginnings and its founders. Such occurs in the case of Bill Hewlett and David Packard and the garage where, in 1939, they founded the company that bore their surnames and which we now know as HP. In more recent times, that of Steve Jobs, Steve Wozniak and Ronald Wayne who changed the history of personal computing with Apple, or Jeff Bezos, who left a job on Wall Street to create Amazon, a virtual bookstore that today is the largest online sales platform on the planet
In any case, these stories transcend the product or service. If well developed, they will give structure and simplify the complexities behind the vision, values and purpose of an organization, while creating empathy with users and will connect with their aspirations and their needs.
Today more than ever, in the era in which content is king of the mountain, brand storytelling is essential to lead the market. The audience is increasingly vast and hyperconnected and a consistent communication, coherent with the brand purpose is not always easy. In fact, it is easier to find examples of how hard it is for many companies to tell what they wish to convey effectively and clearly.
To build a story that excites and inspires, that connects with the users’ wishes and aspirations, it must be consistent, coherent and structured in such a way that reflects without fail the brand’s raison d’être. Thus, content must be organized in a way that the storytelling responds to an intention and a value proposition that supports the business strategy and supports the company’s overall vision.
Christopher Smith, BrandSmith’s CEO and founder, will talk about all this and more at the conference What story does my brand tell ?, that will take place in Madrid, on October 15 as part of La Neurona Summits event, held from 8:00 to 17:25 at the North Convention Centre of Ifema.
During the day six fundamental topics will be addressed: Finance, Marketing and Sales, People, SMEs, Future and Values. The meeting is organized by La Neurona, a platform aimed at companies and the people who work in them, with the purpose of gathering and documenting the changes that occur in society and in companies and help those responsible to understand them.
If you are in Madrid and are interested in attending, sign up for free here.
