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Does your brand story create resistance, or does it resonate for your audience?If you are looking to learn how to change company culture. Or create the best company culture, look no further. If brand storytelling for business, and brand story development is your goal, this book has you covered. What you learn in this covers brand story marketing and social enterprise marketing, along with some of the best brand story examples. I was compelled to write this book because I have met many great business owners who too are hell-bent on changing the world. I notice a lot of them have one problem in common: They suck at storytelling! I’ll rephrase that more constructively. Their brand stories need structure and an impact overhaul. The simple structure that is missing is:1. Know your audience, their buying journey, and what they need.2. Know how to articulate who you are as a brand.3. Connect these two with consistent empathetic messaging across all client touch points. Many organisations with noble causes struggle to get their message to the right people —especially if they already have trouble wording the message correctly in the first place, as many do. These situations make it difficult for such organisations to attract awesome talent. That’s because their message isn’t getting through to hearts and minds, causing the organisations to be perceived incorrectly. Then, without awesome talent, they miss out on growth, profits, and positive impact.Impact Brand Storytelling Is All About Real Human Connection Human connection happens when the brand story has impact ingrained. And when it has authenticity. Helping organisations craft their impact brand story is the work that sets me on fire. My team and I choose to work with businesses that have positive social or environmental impacts. Or those who intend to, and so they come on that journey with us. And of course they should also want to grow (or generate) healthy profits. As an agency, we can only help so many clients directly. And I want ALL businesses hell-bent on changing the world to have an impact brand story that helps them achieve their goals, not hinder them. That’s why I wrote this book! I want to show you the exact impact brand story model I developed through trial and error for The Sponge. And the same one we use with all our clients. It will help you find and tell your authentic impact brand story, anchored on a foundation that builds an awesome culture. And that gives you a tribe of die-hard fans.What You Will Learn in This Book We will step through the framework together. You will learn why now is the right time to do this work. You will learn structures for your purpose statement and core values. We will explore impact models so you can connect with what is important for your brand. And through it all, you will learn how to build your own impact brand story. Impact brand story is the bridge between who you are as a brand and who your buyers need you to be. You will gain a deep understanding of how this works as we go.This book includes many inspiring impact brands as references. I have kept it lean. All meat, no filler. Simple models wherever possible. My goal is for you to be able to read it through in one sitting so you can understand the concepts and then get on with the implementation. I’ve done it this way because I want you to succeed—with an impact brand story that helps you create massive positive impact.The Good Business of Doing Good BusinessIn my pre-impact-driven life, I worked for brands with values that now make my stomach twist in knots. The work did not sit well with me, and I didn’t enjoy doing it. At the time, I did not understand what I know now about values alignment, so I didn’t understand why it bothered me so much.I’m a different man now. And I want fulfilment from the work I do. All the time! I want the same for my team. And I want that for you too. Shall we begin?
