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.

How to Sell Your Brand In A Sentence

by Saul Edmonds
How to Sell Your Brand In A Sentence

Easy Ways to Sell Your Brand With a Sentence

"Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently."
- MultiChannel News

Hit Your Target with the Perfect Brand Message

Today, getting your message across to your target audience needs to be more effective than ever.

Each potential customer only will give you a split second to grab their attention, and then they are off to the next website.

Broadcasting your brand message – in a concise and compact sentence - is an effective way to spark interest and get people emotionally involved in your company. Your message should be short – yet inspire potential customer to engage your company, products and services.

"A brand's strength is built upon its determination to promote
its own distinctive values and mission."
- Professor Jean-Noel Kapferer, (Re)Inventing the Brand (2001)

Discover Your Unique Brand Message

A compelling brand message will instantly resonate with your target audience.

Actively incorporate your message across your branding collaterals and website. Add your brand message into the subject line of your e-mails to get a better open rate. A well-crafted and concise sentence about your company will always spark interest.

It’s All About Them

The thing that you have to remember when crafting your sentence is that people need to know is what your product or service is going to do for them.

How will your product affect them positively, and how will it benefit a problem that they currently have? Getting all that information into a single sentence might seem like a challenge at first, but once you find the right words you will see an increase in traffic and referrals over time.

Short n Sweet is Best

Think along the lines of Twitter if you need to draw inspiration from anything. On Twitter you only have 140 characters to get your message out. Alternatively, think of advertising campaigns and slogans that grab your interest and get you emotionally involved. That is the type of branding sentence you must create. This definitely is not an easy skill or everyone would be utilising it's power.

"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful."
- Sir Richard Branson

3 Easy Ways to Develop Your Brand Sentence

There are three simple brainstorming techniques that will help you craft the perfect brand message.

  • First you need to make it emotional and get people interested for their sake. Sell the benefits, the advantages, the true value - and leave off the facts for now.
  • Next - you already know to keep it short, so keep trimming it down until it makes sense in just a few words. Less than ten words is the perfect length. Get right to the heart of the message you wish you send to your customers and prospects.

Try to incorporate numbers into the sentence. Informing your buyers that your product will improve their business 80% - for example – is one way to grab attention with numbers.

  • Finally, once you feel you have the perfect sentence, see if you can trim it a little more, then get out there and see how effective it is at getting potential customers to stop by your website. Road-test your ‘brand message’ on customers, co-workers friends and family.

Continue to fine-tune your message until you have the perfect combination of words that effectively ‘tells your story’ in a single sentence.

Are You Selling Your Brand With A Sentence?

Roundhouse has been providing world class brand marketing services since 2001. From brand design, to brand management and innovative brand marketing; our friendly experts will work with you closely to deliver your brand effectively to the people who matter - your customers.

Get started now. Contact us here.

Saulke (1).png

Book an obligation free consultation with a qualified consultant.

phone : 07 5559 0414 (Gold Coast) phone : 07 3102 3622 (Brisbane) 

email :

Gold Coast : 2a/128 Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

Learn about our brand design services here.

See our brand and logo portfolio here.

If you enjoyed reading this article, you may also enjoy reading about the following:
1. The 6 Essentials for Effective Brand Identity

2. Brand Marketing - Boost Your Brand Online

3. 4 Ways to Tell Your Real Story on Twitter

Roundhouse - The Creative Agency

Author - Saul Edmonds

Connect with Saul Edmonds on Linkedin here or Google+ here.

Connect with Roundhouse on Google+ here.

Subscribe to our Newsletter for exclusive discounts, special offers and updates.

Why a Great Brand Begins With a Great Story

by Saul Edmonds
Why a Great Brand Begins With a Great Story

Branding and Why You Need to Tell Your Story

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” 

Sir Richard Branson

More than Just A Logo
Your company brand is more than just a logo.

Every brand ‘tells a story’. A well designed brand will communicate your point of difference, your company values and your key message to customers.

Every business has a unique story to tell - just like every person. When you actively tell a story about how your business provides value and benefits customers, and the core values that your business actively represents - you grow your brand reputation and your brand awareness at the same time.

Here are a few branding tips that will help you to get your message across while putting a human face to your company.

Begin with Your Team

One of the easiest ways to establish exactly what the core beliefs are when it comes to your company, is to start with your employees.

Poll each person that works for your business by asking them what are the top three things that make the business unique. These responses are very important and reveal how the story of your business is being shared with customers on a daily basis.

Take all those comments and collate them. Utilise this information to formulate one tagline that best describes your company and mission. This should be easy for the staff to remember and easy for customers to relate to.

Include this tagline throughout your brand campaigns.

People First

Rather than reviewing sales numbers solely to gauge your recent success, take a closer look at how you affect people personally. The true value in your company is how you make your customers feel or how you were able to better their situation.

People buy when they feel an emotional attachment to a company, service or product.

Begin by asking yourself what it is that your business really cares about. Identify how you can make people's lives better. Imbue your brand with this commitment to service.

The Human Touch

The branding of your business also needs to have a human voice. Simply relying on a logo to tell the story of your company - will not be as effective as personally sharing your core values with your customers on a consistent basis.

After you have put time into understanding your core beliefs – while developing a simple tagline that best represents your business – it is time to get your message out to the masses.

Social media has made it easy to get a message out to millions of potential customers by simply placing an effective video on your website and Youtube.

Locate someone within your organisation to be the ‘public face of your business’. This representative must have the ability to present your brand effectively to customers and prospects, and explain the core values and key benefits your business provides.

The voice of your company needs to be a persona that is relatable to the majority of people if you plan on building a loyal, large customer base. When you humanise your brand, you put your company in the best position to be successful in your industry.

Telling your story is all about showing customers how your products and services can benefit them. Customers prefer to work with a company who shares the same core values as they do.

Does Your Brand Tell Your Story?

Roundhouse has been providing world class brand design and brand management services since 2001. Our team of fully qualified designers can help you build your brand and tell your unique story. Connect more meaningfully with your clients and prospects with a custom brand design tailored to your precise requirements.

Get started now. Contact us here.

Saulke (1).png

Book an obligation free consultation with a qualified logo designer.

phone : 07 5559 0414 (Gold Coast) phone : 07 3102 3622 (Brisbane) 

email :

Gold Coast : 2a/128 Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

Learn more about our design services here.

See our logo portfolio here.

If you enjoyed reading this article, you may also enjoy reading about the following:

1. 6 Essentials for Effective Brand Identity

2. Targeted Advertising

3. 7 Tops for Marketing Success

Roundhouse - The Creative Agency

Author - Saul Edmonds

Connect with Saul Edmonds on Linkedin here or Google+ here.

Connect with Roundhouse on Google+ here.

Subscribe to our Newsletter for exclusive discounts, special offers and updates!

by Saul Edmonds