Crafting Brand Stories That Sell with Amber Williams
Who are you? Why do you exist? Why should people care?\xa0Amber Williams, founder and brand strategist at Punkyflair, helps brand builders answer these top-of-mind questions day in and day out. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Amber Williams\nAmber Williams is a passionate brand strategist and the founder of brand storytelling agency Punkyflair. Amber is dedicated to helping entrepreneurs grow their business authentically through story. She spent 7 years in the corporate world crafting marketing strategies for mega brands like Armani Exchange, Volkswagen, and The United States Olympic Committee, just to find out that the success of any brand is all about how well you can package up your purpose into a story that speaks to your audience. It\u2019s just that simple. Amber feels to grow your business, you have to do this one thing: Start storytelling.\nEpisode Highlights\nStories vs. Brand Stories.\xa0Storytelling is a concept that gets tossed around a lot when it comes to brands. But what does it mean? How is a story different from a brand story? Amber broke it down simply: a brand story has an economic outcome tied to it.\nWhat\u2019s the formula for crafting stories?\xa0Amber calls her approach storycraft. \u201cIt\u2019s a narrative approach based in psychology and customer insight. It starts with your star character \u2014 your customer. What role does the brand have? What\u2019s the tone? And it ends with your brand promise.\u201d\nThe four questions all brand stories should answer.\xa0(1) Why do you exist? (2) What do you offer and for whom? Get specific here! (3) What do you believe? (4) What\u2019s the moral of your story? Again, your brand promise.\nThe key to brand storytelling success.\xa0\u201cBe consistent. Your story informs all of your touchpoints. You have to ask, \u2018Is this on story for us?'\u201d\nWhat brand has made Amber smile recently?\xa0Amber shared the brand promise from bra and underwear company, ThirdLove \u2014 To each her own. This promise is the first thing you see when you arrive at their website.\nTo learn more,\xa0check out the\xa0Punkyflair website.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Marty Neumeier gave us a shout for\xa0our episode featuring \u2014 him!\xa0Thanks for listening, Marty!\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices