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R E A D O N L I N E
49
T
he next step is to create a strategy
that works for the unique entity
that is you and your shop—or that
will transform your business into the
entity you wish it to be.
Define your brand story by answering
the questions listed earlier. e folks at
Coursera, the global platform for online
learning and career development, say that
"humans respond emotionally to well-
crafted stories," and a good brand story
will make your marketing more effective.
So, what is your brand story? It need
not—and should not—be long-winded;
instead, it should be short narrative that
can be discussed quickly, in a few seconds,
expanded on a webpage and, perhaps,
boiled down to use as a tagline on your
social media platforms. It can also serve
as the basis for your brand marketing.
CREATING
A STRATEGY
"Humans respond
emotionally to
well-craed
stories," and
a good brand
story will make
your marketing
more effective.
