Daniel Nestle

#378: How to Define Your Brand Niche Using the ABT

#378: How to Define Your Brand Niche Using the ABT

When someone asks you what you do, what do you tell them?

What is your personal brand story? What is the brand narrative for your offering?

When you nail your brand story, it’s concise (essentially a one-floor elevator pitch), crystal clear (your audience can’t help but get you), and compelling (it moves people to action, even if that is just asking for more details about you and your offering).

But defining your brand story is hard, unless you have a proven framework to use that clarifies your story, amplifies your impact, and simplifies your life.

Today’s guest, Daniel Nestle, learned first-hand on our show how to clarify the brand story for his amazing podcast, The Dan Nestle Show.

Dan, Leader, Communications & Corporate Responsibility at LIXIL Americas, is a global communications and marketing wizard with nearly two decades in the B2B services, manufacturing, finance, and education sectors. He specializes in digital communications, integrated marketing communications, content marketing, social media strategy, and brand storytelling.

Prior to joining LIXIL, Dan served as Vice President, Marketing and Communications at Mitsubishi Heavy Industries America, Inc. where he helped establish the global marketing communications team for this 130-year-old Japanese industrial conglomerate.

Prior to his roles with Mitsubishi Heavy, Dan held senior roles at Edelman and at AICPA. Earlier in his career, Dan spent 16 years living and working in Japan. He holds a Masters in Internet Marketing as well as a BA in International Relations. An active content creator, in 2020 he launched his bi-weekly podcast, The Dan Nestle Show, but is finally understanding how to frame his brand story.

Today we’ll show you how to use the ABT (And, But, Therefore) agile narrative framework to shape your compelling brand story.

Discussed in this episode:

  • How to simplify complex messages using the ABT.
  • Why transitions are the most important element in your writing.
  • Why your brand story is built upon the singular uniqueness of you.
  • Why you should use frameworks to ensure your messages are clear and concise.
  • How to widen your swim lane of expertise with deeper knowledge.
  • How to use storytelling to emotionally connect with your audience.


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