Four States Small Business Blog

In today's over-saturated market, your business can no longer afford to throw statistics, testimonials, or facts at your audience. Your company needs to pull at your consumer's heartstrings and engage on a much deeper level. Brand storytelling can help make this happen. Research shows that 55% of consumers are more likely to buy the product in the future if they love a brand’s story. Forty-four percent will end up sharing the information, and 15% will buy the product immediately. 

Thought leadership is a type of content marketing where you draw on your company's experience, passion, and talent to answer your target audience’s most critical questions. Simply put, thought leadership means you provide the best answers to your consumer's biggest questions. 

Even though many people confuse a brand story with a product story, they are, in fact, very different. In truth, a brand story is something much bigger. It is a cohesive narrative that encompasses the vibration set in motion by your brand. Unlike a product story, which is basically your company talking about your offerings, your brand story inspires so much more while enticing an emotional reaction from your consumers.

When calculating a brand's value, one of the most important metrics is awareness. While most businesses are concerned about raising brand awareness, not everyone realizes that there are different levels of awareness. The most important distinction is between top of mind (or unaided) vs. aided awareness. In order to identify these differences in awareness, you need to ask certain questions. There can be dramatic differences in the results produced from different types of awareness. In one study of car purchasing behavior, a Nielsen study found that top-of-mind awareness drives 90% of purchasing intent. 

One of the world’s favorite beer commercials doesn’t have much to do with beer but a lot to do with good branding.

Think for a moment about the impact of the name Porsche or Tiffany’s.