Content Marketing: Ideas for Shaping Your Brand Story

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Tracking Wonder - Your Brand Story

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If you can make people feel something you can generally grab their attention. Your brand story matters because your why is the powerful driving force getting you out of bed even on the days you’d rather roll over, ignore what needs to be done and binge watch Netflix.

It’s also a pretty compelling reason for other people to notice and ultimately invest in you, your book, your brand or business.

Whether it’s a personal story or the inspiration behind what drove you to create your business, story is what as humans, we’re wired to we resonate with deeply.

My work with clients involves lots of field research and study of models so we can iterate, emulate, and innovate. In a nut shell, see what works. Here are 3 surprising sources for inspiration for story I think you;re going to enjoy.

1. Johnny Walker

Yep, the bourbon. Actually, two German university students submitted this 90-second film on spec to the bourbon brand legend. Watch how it piques your curiosity, raises questions in you about the men’s relationship & who’s speaking, and where – if anywhere – they’re wandering.

The product isn’t the Story. The brand Story here is how the product is entwined in people’s lives, memories, and celebrations. Even the tough-minded are likely to shed a tear at the poetic script’s truth and beauty. In 90 seconds.

My questions to you: The next time you shoot a program or product video, how can you pique curiosity instead of being obvious? How is your product or program or service entwined in people’s lives for the better? You don’t need a 6-figure production budget.

2. Starbucks Upstander

Warning: There’s a not-so-subtle political drive behind these stories. Still, it’s an example of how real stories of real people can drive home a point. If your brand is justice-related or if you’re a social entrepreneur, take stock.

My question to you: How can you tell stories of “ordinary” people who are fulfilling a mission or the core values your brand stands for?

3. Jonathan Fields: One Author’s Quest to Plant 10,000 Trees

Jonathan combines his passion for nature with his quest for a good life in the “10,000 Tree Good Life Forest” Project. Here he tells the story of his book and his personal quest in a context that matters.

My questions to you: If you’re launching a book or product, what larger mission that might involve partnership or collaboration can you imagine? Tap into both your core values as well as the book’s or product’s content. Remember, your book is not your Story. It’s only a part of the brand Story you’re living.

If this blog speaks to you I invite you to join our The Tracking Wonder Quest Community. Our community is comprised of professionals, entrepreneurs, creatives, teachers, coaches, and consultants dedicated to doing Business As Unusual. I’d be pleased to have you join us.

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