This guest article is written by Jim Signorelli, CEO of StoryLab Marketing in Chicago and author of StoryBranding: Creating Standout Brands Through The Power Of Story.
Finding your authentic brand's story is not a luxury for the touchy-feely. Given our overloaded channels of communication and the general lack of trust (and boredom) with advertising messages, finding your brand's true emotional core and expressing it through your brand's story is a must.
But first, you must know what you're looking for.
If you ask any storywriter, "what are you trying to say through your story?" chances are you will get some expression of their worldview or values. If you ask the same question of a marketer, you might get something that resembles a unique selling proposition or what is now commonly referred to as an elevator speech. Brand stories are something very different than elevator speeches, and far more powerful.