The Good and Bad of Brand Storytelling

The biggest mistake people make in brand storytelling is they forget the party shaping your brand story is the person experiencing the brand — and not your marketing department. Bad brand storytelling is simply stating a vision or mission statement, spewing jargon that describes what you do rather than why it matters to someone else, or not interesting. Good brand storytelling is telling stories that emotionally plunge your audiences right in the middle of your cause and stir them with your value to others. It has a heartbeat.