Brand Storytelling Guide

The Power of Positioning: How Payless Got Away with Tricking Influencers

The Power of Positioning: How Payless Got Away with Tricking Influencers

To many, Payless ShoeSource is the place for moms and low-income families to get cheap shoes. But for one day - under a new name and a fake brand created for this PR stunt - Payless became Palessi, the super-chic luxury shoe store only open to celebrities and fashion influencers. So, why did it work, and will the effect last long-term?

Don't Be Boring - How to Add Personality to Your Content

Don't Be Boring - How to Add Personality to Your Content

The key to making your website entertaining, educational, and engaging to read lies in incorporating just the right amount of brand personality to make it interesting. No matter who you’re writing to - whether it’s the CEO of a major corporation or a blue-collar warehouse employee - we’re all human and we want to be spoken to that way.

How to Write a Captivating Backstory

How to Write a Captivating Backstory

Your brand has a backstory, no matter where in the lifecycle it’s at. It’s that backstory that establishes the foundation for your brand story and tells your customer who you are and what you’re all about. Here’s how to write a captivating backstory that will provide the foundation for your brand and create a deeper connection with your audience.

3 Steps for Telling a Successful Story

3 Steps for Telling a Successful Story

Successful storytelling isn't just about keeping your mom awake when telling her about your day, it can also be used to help convince people to take a desired action.

The problem is, you're not going to be able to get anyone to take an action if your story isn't clear and intentional. There's a simple structure that will help every story you tell - whether it's in a blog post, on your service page, or to your mother - make a landing and be successful.

How Storytelling Connects Small Businesses With People

How Storytelling Connects Small Businesses With People

Storytelling is powerful because it allows you to put yourself in somebody else's shoes and see things from a different perspective than your own. Even though you may have something in common with someone, you have each experienced it in your own way.

We all have our own unique stories, backgrounds, and experiences. That's what makes us who we are and brings us closer together with those who resonate with them.