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Tuesday, November 19, 2013

Brand Storytelling…In a Word Cloud

Written by  Duane Bailey

I had the privilege of delivering a guest lecture on personal branding at one of the local universities last week.  One of the key messages I tried to convey to the students of Professor Murphy’s marketing class was the importance of telling their brand story in a way that is meaningful and easily understood by their target audience.

Although a succinct, well-told story does help to increase the visibility of your brand,  its real purpose is to create a desire among the members of your target audience that gets them to say, “I want you.”

Here at The Chief Storyteller®, we’ve helped many of our clients harness the power of storytelling to more effectively and quickly accomplish their objectives. One of the communications elements we specialize in is your elevator speech (a succinct answer to “What Do You Do?”).  A good elevator speech will tell your brand story in a meaningful and easily understood way…in 30 seconds or less.

Word (or message) clouds like the one I created for my personal brand and shown above are a visual representation of your elevator speech. Key elements of my brand story (e.g., branding, strategy, sales, marketing, storyteller) are noticeably more prominent than some of the less celebrated ones (e.g., fitness, sustainability, outdoor, leader, explorer). Like a well-told elevator speech, a good word cloud will leave your target audience with a meaningful and easily understood impression of your personal brand...in 30 seconds or less.

As I told the marketing students, every one of us has a personal brand and word clouds are another good way of telling your brand’s story to drive the results you want.        

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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