Brand strategy or brand guidelines are often more familiar terms, but brand storytelling is something businesses should focus on. The narrative your business tells makes what you do more relatable to people on the outside. Rather than try to set your brand apart with “business-y language,” as my guest Donna Griffit says, she’s here to tell businesses it’s the story that matters.
Donna is a corporate storyteller, working with startups and all kinds of companies to help them improve their pitches, sales decks, and marketing stories. Donna sheds light on a subject that is often ignored, but highly valuable to incorporate in your business.
In this episode, we discuss:
- Why storytelling is so important
- “The simple solution statement”
- How to capture the story from your clients
“People resonate with stories. People identify with stories.” As Donna puts it, simple language that creates a narrative is what people relate most to. You want to create an image in the listener’s mind that their business is more than just the services it provides. It’s the history, team, mission, and purpose behind the brand that makes your brand stand out.
Donna’s “simple solution statement” is just that—a simple statement that speaks volumes about your brand’s story. A great example we mention is Steve Jobs’ pitch of having “1,000 songs in your pocket” with an iPod. He sold a story people could relate to in the most simple way possible. No mention of storage, megabytes, or compression power—just a piece of technology that would make your life easier.
If you want to capture your client’s story, you’ll have to do something we’ve mentioned in previous episodes: listen and understand to their needs. When the client tells their story for you, it’s much more trustworthy and credible than if you were to make one for them. Tap into what their saying, and create a pitch based on the needs they’ve laid out for you.