At the water cooler, my colleague Zia frowned at me. ‘So, I read your article on business storytelling and I tend to agree with it’, she started. ‘How do I create a compelling brand story? I have all these great stories of the work that we have done for our clients, but I just don’t know where and how to begin. It’s the beginning of the story where I falter.’
Zia was working on a client pitch and needed a third-person perspective on making a ‘not-so-obvious’ sales pitch. This got me thinking.
Is there a definite way to narrate your brand story? I don’t think so. Based on my marketing experience over the years, I have listed down a few pointers that could help Zia, and others too.
Ultimately, drive back to the point from where you began. Every aspect of your presentation or pitch must connect with what you claimed in the beginning of your brand story. It will help you to set the business context, shape the narrative, establish credibility for your work and create the desired impact.
The author is Head of Marketing at Infosys BPM.
The thoughts and opinions shared here are of the author.
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