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
  • First name
  • Last name
  • Email
  • Job Title
  • Company
  • This field is for validation purposes and should be left unchanged.

This Issue's Contributors











This issue is dedicated to helping you – and the people you help – overcome the rollercoaster of life to make you their go-to brand

You know how it is. When you want something you go after it. But the universe always pushes back. Sends you on a thrill ride just to see how bad you want it. These obstacles and antagonists can derail some people and some companies. But the most resilient brands know the Jui Juitso of putting adversity to work for them. We'll show you how in this issue.

#22: How to Use Adversity to Your Advantage With Your Brand Storytelling

#22: How to use Adversity to Your Advantage With Your Brand Storytelling

How to Create a Brand Story Customers Will Root For

Everyone knows that audiences love a good story of the underdog. And most people, whether they are willing to admit it or not, have some sort of underdog story. And if you are willing to take that “all is lost” story and embrace it, you may just be able use it to your advantage.

(more…)

How Resilient Brands Use Story to Transform Setbacks into Comebacks

It starts with a catastrophe, a plot twist we never expected. Maybe something big, so big it makes the news. An act of war or terrorism, a natural disaster. Or maybe something more…

Sandra Younger
Unsafe Thinking book on brand strategy and innovation

Prepare to Overcome Naysayers on Your Creative Journey

Marissa Meyer didn’t just dislike the idea. She thought it was downright creepy. Yet there was something creepily brilliant about what Paul Buchheit had just suggested.   For years, Buchheit had been working on a…

Jonah Sachs
Brand strategy, leadership communications and business storytelling

How to Communicate Your Business Strategy More Effectively

All great business strategy narratives are an answer to some adversity Steve Jobs bounces onto the stage and grabs the slide changer from a colleague with a friendly, ‘Thanks Scott.”…

Shawn Callahan

What are the Villains, Fog and Crevasses in Your Personal or Professional Brand Story?

3 antagonists you must vanquish for successful B2B marketing The conference room at the Sheraton LAX was cold as a morgue.  Two hundred screenwriter wannabes sat like zombies enraptured by Robert McKee. After all, he…

Park Howell
Brand story strategy, category design, brand positioning

How to Dominate a Market Category With Your Brand Story

The power of a brand origin story to define and defend a unique market category He came home following another day of delicate surgeries to find his young wife collapsed…

Park Howell
Business Storytelling Tool

The 5 Stages of Grief in Telling YOUR Business Story

Download your FREE ebook to learn how to use your own stories to increase your personal influence, clarify your professional brand story, and grow your company, sales, and people. #StoryOn!

5 stages grief telling business stories workbook
Free Premium Storytelling Tool
  • First name
  • Last name
  • Email
  • Job Title
  • Company
  • This field is for validation purposes and should be left unchanged.

This Issue's Contributors

shawn-callahan-business-of-story-podcast










How to craft your brand's unique value proposition to define and defend your competitive advantage

Business is tough. You may be the best in your market, but if you don't have a defined unique value proposition (UVP), watch out. Your competitors that do will topple you.

This issue focuses on how to craft a unique value proposition (UVP) that separates you from your competition, amplifies your impact and simplifies your life. It's another example of how we deliver on our UVP at the Business of Story: Sharing the applied science and bewitchery of business storytelling to help you nudge the world in any direction you choose.

Let the magic begin...

Unique value proposition, brand strategy, positioning

#65: Why Conflict Resolution is at the Center of Compelling Brand Storytelling

#65: Why Conflict Resolution is at the Center of Compelling Brand Storytelling

You can use business storytelling to give people a reason to make a behavior change and to do that, you’ve just got to give customers an emotional reason to do something. But it can be difficult for us, as marketers, to get out of our business minds and into our emotional brain. Therefore, we can apply some of the best storytelling ideals from the comic book industry to humanize and have more fun with our marketing content and nudge the world in any direction we choose. (more…)

Business storytelling, brand storytelling and your unique value propostion

How to Live by Your Unique Value Proposition

Sometimes a facepalm just doesn’t do some mistakes justice. I recently presented to an enterprise customer. He is the ideal candidate for our product and services. I spent several days…

Sean Schroeder
Unique value proposition, brand positioning, brand storytelling

How to Grow Your Business Without Changing Who You Are

Why do people respect some brands more than others? Why are some businesses consistently busy, while others flounder? In today’s crowded marketplace, it might seem impossible to get your message…

Sally Hogshead

How Story Shapes Help You Share Your Unique Value Proposition

Stories are powerful tools that can trigger responses both neurologically and physically in us. They’re mechanisms for communicating meaning which are easily recalled and shared. That’s why stories have been used to…

Nick Westergaard
business-of-story-brand-storytelling-strategy-techniques

3 steps to creating a powerful value proposition for your purpose-driven brand

What B2B marketers can learn from Hollywood B2C value propositions All business leaders and communicators have important brand stories to tell. But most aren’t being heard, especially in your B2B…

Park Howell

How brand storytelling helped BROKK demolish its competition

Make your brand story your customer’s story “He wanted to take his clothes off and rub his naked body all over the demolition robot.” That is the story Mike Martin shared with…

Park Howell
Business Storytelling Tool

Determining Your Unique Value Proposition Worksheet

Download your FREE UVP worksheet and start clarifying your brand story now.

Free Premium Storytelling Tool
  • First name
  • Last name
  • Email
  • Job Title
  • Company
  • This field is for validation purposes and should be left unchanged.

This Issue's Contributors