Brand Story Building That Actually Works: The Story Building Method (with John Elbing)

Brand storytelling has become an overused term that’s pretty vague. John’s take will give you a new take and things you can apply today to your website and marketing. He’s focused on building a customer-centered story framework you can use everywhere, so your marketing doesn’t end up sounding like a company talking about itself.In this episode, we talk about:Storytelling vs story buildingHow to make your customer the hero: The 3-step story arc John uses:RecognitionPerceptionProjectionHow B2B needs emotion, tooOne simple audit promptA myth worth deleting from the internetPlus, John shares the “three beers” idea for loosening up B2B content without going off-brandLinks and resources:John’s book: Story Building: Your Brand From Their Standpoint (https://standpoint.ch/the-book/)John has generously offered listeners a free hour of consulting if they contact him at https://standpoint.ch/my-persona/ and mention you heard this episode of The Vignette EffectAs always, you can connect with Raquel on a call here or on Instagram here: https://www.instagram.com/raquel.furman