How to Use the Core Story Principle to Build Brand Value

What is a core story?

If your communication doesn’t match up with your brand values, your stakeholders will not understand your brand’s offering, and there will be a gap between your brand’s external image and your company’s internal identity. Using a core story is a strategic way of aligning your communication to create a consistent message about your brand.

Your core story is your central brand message and the basis of all your communication. The aim of using a core brand story is to close any gap there might be between your brand’s external image and your company’s internal identity and ultimately building your brand’s value. The story should be relevant and appealing to all of your stakeholders, so they are drawn to it and want to connect with you, your brand and your company.

What are the benefits of using a core story to communicate your brand values?

The benefits of using a core brand story include:
- A platform for basing the rest of your storytelling (and other) communication on, resulting in consistent communication of brand values
- An easy and efficient way of communicating your brand values and your company’s mission and vision
- Stakeholders easily understanding and becoming drawn to connect with your brand values and company
- A way of aligning, enhancing and communicating your marketing and communication strategy
- A way of differentiating your brand and business and standing out from the competition
- A way of engaging your stakeholders in the brand story, resulting in more positive psychological co-creation and word of mouth

Where do you “find” your core story?

The most important criteria for your core brand story is that it must be authentic – either based on an authentic personal story (like what motivated you to start your own company), or an authentic problem (like using fictional characters to illustrate the problem you are solving through your services). A good start on a core brand story for a small company or solopreneur is why you got started in the first place, what your values are and what your mission is with your company – basically your about page on your website.

However, for bigger and/or older companies, more people have had an influence on the brand and have helped co-create the brand through interacting with it. Therefore, the bigger the company, the more stakeholders you want to involve before creating your story. Consumers, customers, employees and others can be involved in creating the story. Through listening to these stakeholder groups’ stories about their experiences with the brand (for example customer reviews), you can create an authentic co-created story that includes the internal culture and external experiences with the brand. Involving a lot of stakeholders in creating your core brand story will also be effective in lessening the gaps in external image and internal identity.

How do you use your core story to communicate your brand values?

Think of your core story as a way to direct the rest of your communication. The articles you retweet on Twitter, share on Facebook or LinkedIn are more valuable to your brand if they have something in common with it (making retweeting web design articles more valuable if you are a web designer). The blogposts you create should establish you as a form of expert in your field of service, in turn making your brand and service more valuable and attractive. Your goal should be to communicate valuable, meaningful and interesting messages about your brand, that your stakeholders can connect with. Basically, before communicating with your stakeholders, you want to make sure that your message is consistent with your story and brand values, so as not to confuse your stakeholders about your brand.

By the way

Fog, Budtz and Yakaboylu (2004) have written a whole book (Storytelling – Branding in Practice) about how to find and use your core brand story, written for larger companies.

SEO Spiderz

Emergency fund savings calculator tools

spinslotmaster.info
spinslotsensation.info
slotspinzone.info
spinslotadventure.info
spinslotgenius.info
slotspinexpress.info
spinslotmagic.info
spinslotmania.info
slotspinuniverse.info
spinslotjourney.info
spinslotsafari.info
slotspinthrills.info
spinslotwizard.info
spinslotgalaxy.info
slotspinelite.info
spinslotempire.info
spinslotexperience.info
slotspinvelocity.info
spinslotlegend.info
spinslotbliss.info
slotspinrush.info
spinslotcentral.info
spinslotadventures.info
slotspininfinity.info
spinslotquest.info
spinslotexcellence.info
slotspindreams.info
spinslotpro.info
spinslotpulse.info
slotspinfrenzy.info
spinslotmasters.info
spinslotgenie.info
slotspinexplorers.info
spinslotepic.info
spinslotxpert.info
slotspinchronicles.info
spinslotvoyage.info
slotspinchampions.info
spinslotfantasy.info
spinslotunleashed.info
slotspinblitz.info
spinslotexpo.info
slotspinriders.info
spinslotultimate.info
spinslotgenesis.info
slotspinsonic.info
spinslotvortex.info
spinslotprime.info
spinslotsource.info
slotspinsupreme.info
spinslotsociety.info
spinslotsaga.info
slotspinsummit.info
spinslotrevolution.info
spinslotpros.info
slotspinpinnacle.info
spinslotprosperity.info
spinslotsecrets.info
slotspinspectacular.info
spinslotessence.info
spinslotpioneers.info
slotspinnirvana.info
spinslotparadise.info
spinslotpinnacle.info
spinslotsupreme.info
slotspinsecrets.info
slotspinpros.info
slotspinpulse.info
spinslotnirvana.info
slotspinessence.info
slotspinpioneers.info
spinslotelite.info
slotspinprime.info
onlineslotguru.info
slotsavvyonline.info
spinandwinhub.info
jackpotjunctiononline.info
slotmastermind.info
virtualslotventure.info
onlineslotwizard.info
slotthrillsonline.info
spincityonline.info
slotmagiconline.info
digitalslotdash.info
slotspinsanctuary.info
virtualjackpotjourney.info
slotsensationonline.info
onlineslotkingdom.info
spintowinonline.info
slotblissonline.info
jackpotjiveonline.info
slotsavvysolutions.info
digitalslotdelight.info
spincityspectacle.info
slotsavvystrategies.info
onlineslotemporium.info
virtualslotvortex.info
slotspinspectra.info
jackpotjoyrideonline.info
slotsavvyspectacle.info
onlineslotsafari.info
spintowinsolutions.info
slotblissboutique.info
digitalslotdynasty.info
slotspinstation.info
virtualjackpotjunction.info
slotsensationsolutions.info
onlineslotoasis.info
spincitysolutions.info
slotsavvysanctuary.info
digitalslotdomain.info
slotspinsensation.info
slotsavvyspectra.info
onlineslotoracle.info
spincityspectra.info