Where do Awareness, Adoption and Appreciation show up in your brand stories?


When and where did you become aware of the Business of Story platform, home to the Story Cycle process?

Did you come across it on LinkedIn, Twitter, Facebook, Medium, Instagram or SlideShare?

Perhaps you learned about it through the Business of Story podcast or when I was a guest on another show, like Social Media Examiner’s podcast with Michael Stelzner: Story for Business: How to Create Stories that Move People top Act.

Maybe you became aware of the brand during one of my speaking engagements, such as my presentation at Social Media Marketing World.

Brand awareness is the first step in chapter seven of the Story Cycle called The Road of Trials.

How, when and where are your customers introduced to your brand, and what stories do you use to connect with their wants and needs? How does your brand communicate its unique value proposition to get them to engage? What are the promises you make to them? What gift do you provide in return for their trust? And what personality do you express to humanize your B2B offering?

You are winking at them. Dating. And if you hope to move them to the next step of adoption, you need to have your brand story straight.

Hopefully you have been compelled to dive deeper into the art of business storytelling through the Business of Story and have moved into the adoption stage of our relationship by using the Story Cycle on your professional services firm.


This is article seven in our series guiding you through the 10-steps of the Story Cycle process. Each post is written to help you craft a compelling brand story strategy. When you adopt the process you…

  1. ParkandCo-story-cycle-Bold copyEstablish your brand’s #1 position in the marketplace to clarify your essential differentiation from your competitors
  2. Identify your top three audiences so you can tell the right story at the right time to the right people
  3. Determine what’s at stake: What your customers gain by adopting your product or service, and what they lose by not buying into your brand to create relevance
  4. Define your brand’s unique value proposition to craft a story you can live into and profit from and become timely, even urgent, to your customers
  5. Embrace your obstacles and antagonists to overcome any challenge your brand faces in connecting with and delivering for your customers
  6. Humanize your brand by appreciating and expressing its promise, gift and personality to the world

At this phase of our relationship I want to provide as much value as I possibly can. In this case, revenue-driving results.

Like growing Adelante Healthcare by 300 percent, or Goodwill of Central Arizona by 400%.

Creating the largest water conservation outreach program of its kind in the world.

Or helping a marketing consultant find their niche, a leadership coach understand their core offering, or a sustainability executive advance their social cause further, faster.


When you deliver on your promises and connect the beliefs and values your brand shares with your customers, time and again, you move your audience into the appreciation phase of your relationship. They become your best marketer, because they share their success with others.

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The Road of Trials

New-Customer-Journey-Stages-Marketing-Funnel-Hourglass-Gary-DeAsi-768x540My client, Andre Martin Hobbs in Quebec, Canada, after using the Story Cycle to define his brand story for his automotive company, asked for help applying the Story Cycle to his customer journey.

He sent me this website outlining the 10 steps of the new digital marketing funnel. At the top of the funnel is brand awareness, at the waist is brand adoption, and at the bottom is brand appreciation: the three primary areas of focus in the Story Cycle.

Although the Story Cycle is a proven process to craft the ideal brand story strategy for the growth of your enterprise and for your people, it is not an exhaustive study of your customer experience or their journey. For that, you can listen to customer experience guru, Greg Chapman of Pocket CMO on this week’s edition of the Business of Story podcast. Greg has honed his skills with such iconic brands as SkyMall, Sears Online, and Red Envelope, among others.


Us the Story Cycle first do get your brand story strategy straight. And then apply it to your customer journey and user experience by understanding what stories to tell at each brand touch point with your audiences.

Help me better appreciate you

For me to truly appreciate where you are on your brand storytelling journey, would you do me a favor and take one minute to share your story on this confidential survey?

How to adopt a business story mindset

Now that you’re aware of the Story Cycle and how it can help you craft and tell compelling brand stories that sell, adopt the process for yourself.

Download the new and improved DIY brand story strategy guide. You can now capture your story inside the interactive PDF. Plus, you can use the new video tutorial that complements each of the 10 chapters in the Story Cycle to take you step-by-step through the process.
Then, let us know how it works for you as it has for thousands of business leaders and communicators before you.
I’ll do everything in my power to get you to appreciate the power of a well crafted brand story for your professional services firm.

Story on!