GETTING TO THE HEART OF A BRAND STORY
Patti Lee is speaking Yvette Manion, founder of SF CandyBar. As Manion tells her story, Lee jumps in with questions designed to draw out details that male Manion more relatable. Their exchange shows a little of what it takes to get to the heart of a person's story and the elements that make up their brand.
BRAND STORY EXERCISE
Patti Lee speaks with Tiffany Klein, a planner at Rosecrest Special Events about her brand. Klein tells the story she shares with clients and potential customers. Her brand story demonstrates the power of a good brand story. As she describes her background and explains why she chose her current path, you can't help but root for her success.
YOUR BRAND STORY TELLS PEOPLE WHO YOU ARE
Events professionals tend to focus entirely on their clients' brands and neglect to promote their own. Patti Lee explains why talking about brand story is not narcissistic behavior. A brand story should include relevant details that resonate with clients and colleagues. An effective story can forge bonds and strengthen relationships as the elements in the story underscore the reason they choose to work with you.
COMPONENTS OF A STRONG BRAND STORY
Patti Lee describes the common threads found in all memorable brand stories. She shows examples of professionals who have perfected their brand stories, how they did it and why it worked.
USING BRAND STORIES TO TARGET YOUR MARKET
Talking with Colson Griffith of Colson Griffith Photography about how to refine his brand story. His passion for the job is obvious in his distinctive style. Should he only work with clients who share his aesthetic? How is his brand affected if he changes his style to accommodate the tastes of a client?
THE POWER OF STORIES
Patti Lee speaks to the power of stories. She describes how her career as a journalist showed her, time and again, that stories can change lives and impact communities. She explains that the plots may differ but the components of a good story are always the same.