Tell an Authentic Story to Build Your Brand
By
Alan Siege
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Communicate what you and your brand are all about through the power of stories. Here are two ways that a story can help you reach and retain your customers.
1. Create a story about your target or ideal customer. Let’s say you operate a men’s clothing store. You’re going to write a short, fictional story about a visit from a target customer, whom I’ll call “Max.” When Max walks in, what's he wearing? What do his clothes say about him and his work? What’s on his mind? Does he need to look a certain way for his work, or is this casual wear? Does Max have a family, or is he single? How often does he come into your store? What do you know about Max and the clothes he wears that could make him feel good about himself?
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- Alan Siege
- Herb Kelleher
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