Brands are built around stories. And stories of identity – who we are, where we have come from – are the most effective stories of all. This storytelling is a powerful way to bring brands to life.
Quote attributed to: Bill Dauphinais, PriceWaterhouseCoopers
Every community has a brand promise and branding is the process of ensuring that promise is authentic across all relevant touch points. But, few communities have a good understanding of what their brand promise is and even fewer know how to communicate it effectively in the stories they tell. But, when a community gets it right then real magic happens.
I have been fascinated with the science and art of storytelling for most of my career in brand building. It is the oldest form of human communication and in many ways continues to be the most powerful way to deliver a message. There is a lot written in storytelling in the literature. One of my favorite pieces is an interview George Lucas did with Bill Moyer about how Joseph Campbell’s research into mythology shaped his thinking. I encourage anybody with an interest in marketing or sales to review what Joseph Campbell learned. It will have a dramatic positive impact on your career success.
Recently, a friend of mine shared a link to the Place Brand Observer coverage of the Tillamook County, Oregon case study. My friend Bill Baker (Total Destination Marketing) presents the case and you can download a complimentary copy.
Tillamook County is changing its stars with effective branding. Take a look at the case study and see if you can identify how the principles of effective storytelling come into play. I am confident there are lessons in this case study that have the potential for reapplication in your community.
Read What The Leading Experts Say About Effective Community Branding