by Saul Edmonds

A Practical Guide To Brand Storytelling

And do you know what is the most-often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling . . . good storytelling . . . is a vital component of a marketing campaign.
— Gary Halbert

If there is one key piece of advice I can share - that is - to tell your story.

Be authentic. Be brave. Be honest.

Your brand is an extension of your story. Your customers want to get to know you - your business, products and services - and what you stand for, and where you have come from. It matters to your customers.

Tell them. Share it.

Your story is your most valuable marketing tool.
Use your story to grow your business.

In today’s marketing world, connecting with your prospects in a real way is an integral part of business success. Regardless of your industry, your expertise or your particular strategy, finding ways to create an emotional connection with your audience will make a huge difference when it comes to attracting and retaining customers. 

In order to stand out from the crowd and gain a competitive edge in your industry, you have to shift from broadcasting your promise to telling your brand story. 

Well-written business and brand stories are very powerful tools for building trust since they are original, emotional, sharable and memorable. The sharing aspect is what enhances brand awareness regarding your business and brings more potential customers to your business. 

So, what’s your brand story? If you want to write an 'emotionally intelligent’ brand story, but don’t know how to go about it, read on.

What Is Your Brand Story?

Your brand story is a powerful marketing tool, and the best and most effective brand stories are those that engage with your customers. These are descriptive, conversational and inspirational stories that speak directly to your audience to bind your business, product or service to your audience. 

Your brand story is much more than just a narrative or content.

Your brand story is more than content on a website, a message in a leaflet or the presentation you use to pitch to clients or investors. It goes beyond the narrative you tell other people about your business; it includes what others think about your business based upon your brand image; complete with facts, interpretations and emotions.

Everything you do, every aspect of your brand or business, from packaging and selling your products, to the employees your hire is a major part of your story and each element of your brand or business should represent the truth about your business brand. 

If you are interested in creating an effective, sustainable business and build brand loyalty, you must begin with your brand's story. But why is your brand's story so important?

Why Have a Brand Story?

Your marketing efforts must connect in an authentic way with your potential buyers. That’s where your brand story comes into play. While a brand story may not be the only reason a shopper buys a product from an online store, it does influence a sale. Therefore, it is extremely important to have a brand story that resonates with your target audience. 

The key to building a great brand is to place your brand's story in line with the needs of your customers. Businesses that only tell stories about themselves will end up speaking to themselves. On the other hand, companies that allow customers to be a part of the brand story will end up building trust and developing relationships.

Stop using your website to show ads for your business, instead show your visitors how your brand can help them.

Top brands are built on much more than the specifications and utility of their products or services. Your product or service is just one part of your brand story. A prospective customer’s relationship with your business will most likely start before they actually buy your product for the first time. 

How Do You Start To Tell Your Brand's Story?

In order to tell your brand story, you need to understand your business and define the elements that will help you to tell your story effectively. This will enable you to set your brand apart and make emotional connections with your customers and clients. 

An effective brand story strategy will ensure you you stand out, boost brand awareness, build customer loyalty and increase your profits. 

The world’s top brands are not just about products. No matter what industry or stage you are in your business, you should see your brand story as a key element of your marketing mindset.

Your brand story starts with an emotional connection created when your customer hears your brand name for the first time, visits your website, sees your business logo, views your posts on social media or reads your “about us” page. The message you send should not be just your business and how good you are at it, but also about your values and mission. This will help to create the full picture of you stand for as a business.

More often than not, marketing takes place when you are not there and your customers are telling their friends or relatives about the amazing benefits of your product. Let your customers tell your brand's story for you.

Build Characters That People Admire

In each compelling story, you will find a character that connects with the audience. Perhaps it’s the main character, a minor character or just an onlooker whose ideas, personality or role in the narrative persuades and influences the audience opinion. 

It is extremely important to tell a story that your audience will care about. 

Helping your customers resonate with your brand is the best way to create an emotional connection and a greater fan base. 

Be Consistent with Your Brand Message

Confusion can ruin your brand reputation, so make sure that your story is consistent with your image and promise. If your audience cannot meaningfully relate to your brand story in the context of their expectations and perceptions of your business, they will move on and seek another brand that fulfils their needs. 

By creating a compelling and emotionally engaging brand story, you can make your brand more personified and drive authenticity, which helps to create relevance, trust and loyalty. However you tell your brand’s story, be sure to reach out to those who care about your business, your products or services. 

Give your audience a story that they can relate to, to build long term customer relationships built upon trust and positivity.

Are You Telling Your Brand Story Effectively?

At Roundhouse, we are here to help you tell your brand story and grow your brand. We care about you - and we are committed to getting your story out there to the people who matter most - your customers! 

We have a complete range of brand and logo design services - including web development - to ensure that you reach your business goals. Book a free consultation with us today, to learn more about your range of brand services. (link)

Ready to Get Started With A New Brand Design? 

My name is Saul Edmonds and I have over 20 years professional brand design and brand experience. I would love to learn more about your business and help you grow your professional opportunities. Call me for a FREE personal brand consultation today. Let's work together to make your vision a reality.

The 6 Essentials for Effective Brand Identity

by Saul Edmonds

Brand Identity 

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A brand identity describes how a company views itself internally. A clear brand identity unifies an organisation and ensures that everyone within it - shares the same understanding.

A coherent brand identity is important as it provides the foundation from which stakeholders communicate and work on a daily basis.

A brand identity richly invested in meaning for all participants promotes an effective brand.

Brand Identity : A Working Definition

A brand identity reflects how an organisation understands its own personality, noble purpose and distinctive capabilities internally.

The most successful brands exhibit strong internal brand identities - where employees are engaged and passionate about their company.

A highly motivated and engaged employee ensures a superior customer experience.

The keys to brand success are self-definition, transparency, authenticity and accountability.
Simon Mainwaring

Brand Identity - A Total Vision

Brand identity consists of the following 6 key elements:

1. Brand Capabilities 

The specific ideas associated with a brand and its product or service delivery.

Examples include: 'innovation', 'distinctive quality' or 'value for money'.

- What are the products or services or values offered by this company?

- What are the relevant quality standards and how are they accessed?

- What does the company have to do well - to win loyal customers?


2. Brand Culture

The internal values of a brand.

- What is the heart and soul of the organisation?

- What are the core beliefs?

- What is the key promise made to customers?

 3. Brand Purpose

The inspired purpose or goal of a company.

- What is the goal or noble aspiration of the company?

- How does the company seek to effect the lives of the people they serve?

- How does the company strive to better the lives of people?


4. Brand Personality

The human values associated with the way value, service or products are delivered.

- What is the style of the company?

- How is this style delivered?


5. Brand Community

Shared values promote stronger brands.

- What values and professional affinities are important to the company and the audience it serves.

- How is a company seeking to engage, create, promote and inspire 'big ideas' that are important to all.


6. Brand Self Image

The way a customer uses a brand in the context of their own self image.

- How do your customers want to be seen?

- What do your customers hope to achieve long term?


Do you need assistance with brand identity?

Roundhouse has been servicing businesses throughout Australia and worldwide for over 10 years. Creative director Saul Edmonds has over 20 years professional design experience.

We are dedicated to delivering strategic brand identity solutions that lead to increased profitability. We work to understand you, your business and your customers and provide tailor brand designs and strategies that connect with your audience.

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Talk to Us
We can help grow your business and your brand.

Contact us here.

View our portfolio here.

Visit our sound design website here.

phone : 07 5559 0414

email :

visit : 128a Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

postal : 2/ 22 Tourangeau Crescent, Varsity Lakes Gold Coast, Queensland 4227

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4 Reasons to Choose a Brand Agency

by Saul Edmonds
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Why you should choose a brand agency for growing business

“A business based on brand is, very simply, a business primed for success.”
(David F. D’Alessandro)

What is a brand agency?

A brand agency offers specialist communication and design services. This includes brand strategy, brand design and brand implementation across all media. The 'brand message' is then broadcast via promotional channels and marketing collaterals.

The broad goal of a brand agency is to understand the culture of a company, discover points of difference with competitors and communicate genuine value to target audiences.

A strong brand makes connections with people and resonates for a lifetime.

Brand Agency Services

A dedicated brand agency offers a complete range of brand and design services. Ideally, all services will be provided 'in house' to ensure consistency of approach. Brands are built from concept to completion with custom designed 'strategic solutions' that adhere to a realistic budget.

Brand agency services consist of integrated digital marketing, online and offline strategies that boost engagement and extend market reach. This includes:

  • Strategy and Planning

  • Creative Consultation

  • Branding

  • Advertising & Media

  • Web Design

  • Graphic Design

  • Marketing Collateral

  • Content Creation

  • Digital Stratgey

  • Social Media

  • SEO & Online Marketing

  • Mobile Services

Brand Agency Values

Value sensitive brand design.

Values are systematically applied through the branding process. Central to this is a sensitivity to the needs of stakeholders (both individual and groups), a commitment to tools and technologies that enhance objectives, and the pursuit of continuous progress above perfection.

Brand Agency Results

Effective branding creates long term financial results.

A brand agency seeks the following broad outcomes for every client:

  • Establish competitive advantage

  • Grow market share

  • Strengthen customer relationships

  • Provide holistic brand experiences

  • Generate impact with small budgets

  • Streamline process to achieve measurable results

Top 4 Reasons to Use a Brand Agency

1. Strategic Marketing

Strategic marketing highlights a brand in a crowded marketplace.

The goal of strategic marketing is to win prospects by emphasis of the 'point of difference' to competitors. This is achieved by communicating company strengths to customers to build product / service recognition and brand value. Brand agencies aim is to provide consistently better 'value' in the competitive landscape. The 3 key questions they address are how, when and where should a brand engage its audience.

2. Creative Communication

Creative communication increases the effectiveness of advertising, marketing and brand management.

A brand agency offers creative communication services to generate value - for brands and people. They provide professional 'creative thinking' . A creative and thoughtful approach to communication enhances advertising, marketing and overall brand success.

3. Custom Designed for your Audience

Custom designed brand services 'connect the dots' between ideas and people.

A brand agency seeks to build relationships that resonate - between a brand and its customers. Branding is ultimately about creating sustainable relationships and community. Customer relationships are at the core of every brand outreach.

4. Higher ROI

A brand agency will maximise the return on investment with a highly targeted strategic campaign. 

A streamlined focus costs less and delivers more. Clients have increased confidence that advertising, marketing and brand management will deliver results. Outcomes are consistently monitored to ensure goals are met.

Can you extend the reach of your brand?

Every business must find their target market. Increasingly, people are searching for products, information and services online. 

Brands must adapt to the online space while maintaining offline strategies.

As a leading brand agency, Roundhouse specialises in helping businesses develop their brand both online and offline.

We serve clients across a broad range of industries including: retail, wholesale, construction, creative industries, legal, medical and more.

How can Roundhouse's Brand Agency Services help your business?

Brand marketing is the most effective strategy when promoting your business online and offline. Brand marketing ensures a consistency of approach across all channels - from web design to social media, printed collaterals and point of sale. Your brand - and all it represents - is at the core of the entire marketing campaign.

Roundhouse's team  works closely with each client from initial consultation to final implementation. We develop highly tailored solutions to meet your individual needs. We take the time to understand you and your business.

Not only does Roundhouse guarantee world class branding for your audience, we also in build Search Engine Optimisation strategies into our brand solutions with our unique 'Content Power' system. This will boost traffic online and increase your market share.

In business since 2001, Roundhouse has custom designed brand strategies for numerous companies throughout Australia.

Will you be next?

So what does Roundhouse's Brand Agency Services include?

  • Personal Consultation

  • Detailed Research / Analysis

  • Strategic Planning

  • Creative Innovation

  • Professional Design

  • Implementation

  • Monitoring

  • FREE LIFETIME service and support

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As an industry leading Brand Agency, Roundhouse can help you extend your brand and connect with your audience.

Talk to Roundhouse. We can help.

Schedule a free, no obligation consultation.

See our portfolio here.


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1. Brand Management for Small Business

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by Saul Edmonds