{"id":29592,"date":"2022-05-17T08:49:30","date_gmt":"2022-05-17T12:49:30","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=29592"},"modified":"2022-05-19T11:28:20","modified_gmt":"2022-05-19T15:28:20","slug":"what-is-your-brand-story","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/what-is-your-brand-story\/","title":{"rendered":"What is your brand story?"},"content":{"rendered":"<h2>Share your subject matter expert\u2019s own experiences<\/h2>\n<p>When Thomas Reardon, M.D., president of the American Medical Association, spoke to the Federation of State Medical Boards of the United States, he used a personal story to make his key point:<\/p>\n<figure id=\"attachment_29593\" aria-describedby=\"caption-attachment-29593\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29593\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/what-is-your-brand-story\/what-is-your-brand-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" data-orig-size=\"461,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"what-is-your-brand-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Use personal stories&lt;\/strong&gt; Share your subject\u2019s own tales.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story-300x195.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" alt=\"What is your brand story?\" title=\"What is your brand story?\" width=\"461\" height=\"300\" class=\"size-full wp-image-29593 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png 461w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story-300x195.png 300w\" data-sizes=\"(max-width: 461px) 100vw, 461px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 461px; --smush-placeholder-aspect-ratio: 461\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29593\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/what-is-your-brand-story\/what-is-your-brand-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" data-orig-size=\"461,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"what-is-your-brand-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Use personal stories&lt;\/strong&gt; Share your subject\u2019s own tales.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story-300x195.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png\" alt=\"What is your brand story?\" title=\"What is your brand story?\" width=\"461\" height=\"300\" class=\"size-full wp-image-29593\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story.png 461w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/what-is-your-brand-story-300x195.png 300w\" sizes=\"(max-width: 461px) 100vw, 461px\" \/><\/noscript><figcaption id=\"caption-attachment-29593\" class=\"wp-caption-text\"><strong>Use personal stories<\/strong> Share your subject\u2019s own tales. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/once-upon-time-text-written-old-1008260845\" rel=\"noopener\" target=\"_blank\"><em>Image by GAS-photo<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">When I was out in Iowa during an AMA National House Call trip, I met a man who had just turned 62.<\/p>\n<p>He said to me, \u2018Doctor, I lost my job to a younger man when I was 59. And I lost my health coverage. Now, I have a lung tumor. And I have to decide whether to spend my resources on radiation and chemotherapy to buy an extra year of life, or whether to forgo treatment now, and leave something for my wife.\u2019 \u2026<\/p>\n<p>In the end, he decided to end the treatment so his wife would have [a roof over her head once he was gone].<\/p>\n<p>There has to be a better way. And the AMA is fighting to find that way, advocating on behalf of patients\u2019 rights, advocating for meaningful Medicare reform, advocating for serious retooling of the health care system in its entirety. \u2026<\/p><\/div>\n<h3>1. Find the desk-pounding moment.<\/h3>\n<p>Want to write a great brand story that builds emotional connections with your potential customers while revealing the truth about your brand?<\/p>\n<p>Whether you\u2019re writing a piece of content marketing, a social media post or a vision statement, you can reveal your brand personality and engage people with a compelling brand story.<\/p>\n<p>What\u2019s the secret to brand storytelling that shows people your product or service in a new light? Find the desk-pounding moment: Ask your subject matter expert when she realized the importance of the point you\u2019re making \u2014 or when she saw the problem in action. That will help her recall events, encounters and other occurrences that can help you make the point.<\/p>\n<p>Sometimes the best stories come from executives\u2019 own experiences with the problem or situation. So take creative agency and make personal stories part of your brand story. Your target audience will love them, and your brand strategy will flourish.<\/p>\n<h3>2. Ask, \u2018What\u2019s your story?\u2019<\/h3>\n<p>Warren Buffett, chairman of Berkshire Hathaway, uses this personal story in one of his <a href=\"http:\/\/www.berkshirehathaway.com\/letters\/2006ltr.pdf\" target=\"_blank\" rel=\"noopener\">letters to shareholders<\/a> to illustrate the problem with executive spending:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Corporate bigwigs often complain about government spending, criticizing bureaucrats who they say spend taxpayers\u2019 money differently from how they would if it were their own. But sometimes the financial behavior of executives will also vary based on whose wallet is getting depleted.<\/p>\n<p>Here\u2019s an illustrative tale from my days at Salomon. In the 1980s the company had a barber, Jimmy by name, who came in weekly to give free haircuts to the top brass. A manicurist was also on tap. Then, because of a cost-cutting drive, patrons were told to pay their own way. One top executive (not the CEO) who had previously visited Jimmy weekly went immediately to a once-every-three-weeks schedule.<\/p><\/div>\n<p>So how do you get these stories?<\/p>\n<p>When presentation trainer Lynn Espinoza was helping a Fortune 100 executive prepare for a speech on the company\u2019s environmental efforts, she asked, \u201cWhat\u2019s your story?\u201d<\/p>\n<p>\u201cIt turns out that she is personally committed to the environment in an unexpected way,\u201d Espinoza writes. \u201cSo committed is she that she and her husband bought 60-acres in the Australian outback. They are restoring the downtrodden land with the hope of returning it to the adjacent Australian National Park. She takes international conference calls from inside her tent, hoping that the Kookaburras don\u2019t make too much noise.\u201d<\/p>\n<p>What stories could your subject matter expert tell \u2014 if you\u2019d only ask?<\/p>\n<h3>3. Move from situation to implication.<\/h3>\n<p>Executive speechwriter Les Bendtsen uses this approach:<\/p>\n<p>\u201cWhen I ghostwrite, I sit down and say, \u2018Here\u2019s a topic we\u2019re thinking of writing about. When have you, your family or your ancestors confronted a problem like this before?\u2019 I try to get away from the facts of the situation to the implication. Not, \u2018How will our company weather this rough market?\u2019 but \u2018What did your dad do when he lost money in a venture or started his own business and failed?&#8217;\u201d<\/p>\n<p>As communicators, we concentrate a lot on focusing our lens to gather specific details. But sometimes zooming out to the broader theme can help you find the story.<\/p>\n<p>____<\/p>\n<p>Source: \u201cHeed this \u2018golden rule\u2019: Tell a good story,\u201d <em>Speechwriter\u2019s Newsletter<\/em>, Sept. 1, 2000<\/p>\n<div id='MC-ST' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-19\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds in our <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Share your subject matter expert\u2019s own experiences<\/p>\n","protected":false},"author":6,"featured_media":29593,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[66],"tags":[474,13046],"class_list":{"0":"post-29592","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-storytelling","8":"tag-brand-story","9":"tag-personal-stories","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is your brand story?<\/title>\n<meta name=\"description\" content=\"Use personal stories: Share your subject\u2019s 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