Although your customer is at the center of your brand narrative, you play an even more important role in the story as their mentor, guru, guide, or sherpa. So don't you want to be good at it? We'll show you how in our July issue.

Without Obi-Wan or Yoda, Luke Skywalker would've been vaporized. Without Glenda, the Good Witch of the North, Dorothy would've been toast... and Toto, too. Your customers, employees, suppliers and shareholders are on their own journeys, and they need a stalwart brand like you by their side to help them achieve what they want out of life. This issue is dedicated to helping you find your brand's promise, gift and personality – to humanize your offering in the cold vacuum of the marketing universe.

Branding story strategy, brand personality archetypes

#26: Create Magnetic Demand With Character Archetypes

#26: Create Magnetic Demand With Character Archetypes

Brand Archetyping: Finding the Personality for Your Business

Margaret Hartwell, Client Partner at Aamplify and author of Archetypes in Branding: A Toolkit for Creatives and Strategists, shares how to unlock your brand’s potential by utilizing unique business archetypes. (more…)

How to Stay True to Your Brand Archetype in Times of Crisis

Many of us in our lives face a crucible or severe test at some point, but for the most part, it is thankfully not played out upon a public stage.…

Margaret Mark & Carol Pearson
Brand storytelling, elevator pitch and your brand story.

Why You Need to Pitch Your Brand Promise in 9 Seconds or Less

A couple of months ago, I had the honor of being on a panel of top podcasters at a convention. Attendees at the conference were given an opportunity to give…

Jeffrey Shaw
Brand story strategy creation

A Recipe for Creating Core Brand Values

Creating a brand story and defining your brand values takes a lot of ingredients. From defining your story and what your company stands for, to the creation of your new…

Sabra Rubinstein

The 3 Story Elements That Humanize Your Purpose-Driven Brand

How to define your brand’s promise, gift and personality Recently, I found myself in a 19th century barn in Haarlemmermeer, a suburb of Amsterdam, delivering a Business of Story masterclass. Ilknur Donmez,…

Park Howell

The Brand Story Behind Goodwill of Central Arizona’s 400% Growth

In 2003, Goodwll asked our team to help freshen their eighty-year-old brand in metropolitan Phoenix. The organization was generating $17 million in annual revenue through twenty-four thrift stores. The revenue…

Park Howell
Business Storytelling Tool

12 Primary Personality Archetypes Every Brand is Built Upon

Which of these 12 primary archetypes best reflect the authentic personality of your brand? It's important to get it right, because the proper archetype informs the tone of your content, copy, design, user experience and customer engagement.

Free Premium Storytelling Tool
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This Issue's Contributors