What is brand story development?

It’s your path to becoming a brand that stands for something.

Brand story development lets you:

1. Create a brand personality that people gravitate towards.

2. Quit playing "who's got the most features".

3. Offer value to prospects from day zero.

Who is it for?

CEO, CMO, EVP GROWTH & MARKETING

It's for you - the executives and founders who are so busy with the pipeline-building stuff, you don’t have time to think about the cultural relevance of your brand story in the market.

You know you need to get to the story, but can’t find the time.

And while you’re trying to optimize pipeline, you end up telling a confusing, undifferentiated message that goes unnoticed.

What I do

• Brand building. No brand story means you’re competing on who can spend the most ad dollars. I’ll give your brand and story the same amount of love that demand gen and sales enablement have gotten. Then pull the brand and story through the demand gen and sales enablement programs.

• Resonance building. I make people inside experts who inspire behavior and affect change. (And I help their teams build on that expertise so they can tell and shape that story forever.) No more content just for the sake of it. Let’s get you building marketing programs that your prospects are excited to spend time with & share.

• Thought Leadership. What are you known for, inside & outside your industry? Go beyond whatever-you-can-grab PR with a plan for becoming known experts - and getting famous. That also means helping in-company experts build their personal brand (because people like to buy from people).

• Campaign Strategy. What should your next big campaign be about, and how to bring it to life - from story to budget breakdown. Identify quick brand wins for the next 6-12 months - and go.

• Building teams. Hire amazing content and creative teams that are right for your company, your voice and your product. Find the people that will bring your brand to life every day, who fit your culture and are excited to be there.

My 3-step process

1. Get to know your (target) customers. And why your product matters to them - on a deeper level. Beyond the functional.

2. Get to know your executive, sales, customer support, creative (content, design, campaign) teams. And what makes them excited to come to work every day.  

3. Then, I help you to develop your brand and story to connect with your prospects on that level. So they’re drawn to you for the exciting, relevant thing. And stay for the awesome functional thing. And I give your teams the firepower to make it happen.

My core beliefs & operating principles

No good marketing is done by bored people.

Every brand has the power to tell a story that sparks the interest and imagination of its audience. When you have that, you have something magical - attention and respect. Best of all, your inbounds come to you warm - and your outbounds too.

Brands are built by doing, not talking.

Minimize meetings. Maximize brainspace. I don’t believe in large, loud workshops. I believe in quality, small-group time where people can spend time thinking about what they believe and why.

And that makes for brilliant and unique marketing, made by your brilliant and unique people.

• PEOPLE CHANGING ENTERPRISES PODCAST

Full-scale concepting, guest outreach & management, production, and occasional co-hosting. Creating a new customer advocacy channel and true peer-to-peer knowledge sharing as brand-building. Listenership growing 50% MOM.

• DREAMMAKERS PODCAST

Strategic & creative consulting. Personal brand building for Contentstack’s CEO built on the foundation of the product brand’s values & core message.

• PROJECT SPYGLASS

A fresh spin on USP-driven campaign, proof of doing vs talking, plus partner marketing that’s not just another webinar.

• CUSTOMER DATA BRAND + DEMAND CAMPAIGN

Thought leadership positioning that resonated through video, digital and event content, leading to a 10-point jump in domain authority and 3 first-page Google results in the first 6 months.