[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-story":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",51817,{"id":24,"name":25},"author-0301142015","Canto","2023-01-12T10:12:22","2026-06-24T16:55:38","Brand story: What it is and how to tell one that drives results","brand-story","Why you need an impactful brand story","How to leverage your brand story to engage customers, increase sales, and boost your bottom line.","What is a brand story? A brand story is a strategic narrative that communicates a company’s origins, values, and purpose to its audience. Unlike a tagline or mission statement, a brand story is meant to build emotional connection and trust by giving customers a reason to care about the brand beyond its products or services. […]","What is a brand story? A brand story is a strategic narrative that communicates a company’s origins, values, and purpose...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-brand-story\">What is a brand story?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand story is a strategic narrative that communicates a company’s origins, values, and purpose to its audience. Unlike a tagline or mission statement, a brand story is meant to build emotional connection and trust by giving customers a reason to care about the brand beyond its products or services. Effective brand stories are consistent across all channels and rooted in truth.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-you-should-tell-the-story-of-your-brand\">Why you should tell the story of your brand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand story is more than a nice-to-have. It’s an essential part of a successful marketing strategy. 55% of people say they’re \u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FHeadstream\u002Fthe-power-of-brand-storytelling\" target=\"_blank\" rel=\"noopener\">more likely to buy\u003C\u002Fa> a product if they love the story behind the brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Storytelling is an essential part of \u003Ca href=\"\u002Fblog\u002Fbrand-recognition\u002F\">brand recognition\u003C\u002Fa> because it taps into the most effective memory mechanisms in the human brain. Research shows that people can recall only 5-10% of statistical information. But when they hear a story, \u003Ca href=\"https:\u002F\u002Fwww.marketingwords.com\u002Fblog\u002Fstorytelling-stats\u002F\" target=\"_blank\" rel=\"noopener\">they remember\u003C\u002Fa> 65-70% of it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s look at the power of a good brand story in action. Which of these alcohol-free wine labels would you be more excited to try?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Wine Label A\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cem>When the founder of Wine Label A stopped drinking for health reasons, he missed the culinary experience of pairing great wines with great food. He found there were many fantastic alcohol-free beers on the market, but alcohol-free wines always seemed to miss the mark. So he partnered with top vineyards to create a range of wines that capture all the nuances and complexity of grapes from different regions — without the alcohol.\u003C\u002Fem>\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Wine Label B\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Wine Label B was founded in 2014 and has been expanding their range of alcohol-free wines ever since.\u003C\u002Fem>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Wine Label A’s story builds credibility. Customers can identify with the company’s founder, and knowing what motivates him fosters a sense of trust in the quality of his company’s product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Wine Label B’s story is generic and impersonal, so there’s nothing for customers to connect with. Most people would probably be more excited to try Label A’s wine, simply because the story behind it inspires trust, confidence, and curiosity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A good brand story shows customers that your brand is more than just a company trying to make a sale. It makes them want to do business with you, not only because they need the service or product you offer, but because they trust your brand and like the story behind it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-how-to-tell.20230112092553928.jpg\" alt=\"Illustration of marketers arranging elements of a brand story.\" class=\"wp-image-62895\" srcset=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-how-to-tell.20230112092553928.jpg 880w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-how-to-tell.20230112092553928-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-how-to-tell.20230112092553928-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--how-to-tell-an-amazing-brand-story\">How to tell an amazing brand story\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand story is a marketing tool, not a comprehensive account of your company’s history. It pays to be strategic about the story you tell and how you tell it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That doesn’t mean your story should be fabricated — a disingenuous story is definitely not a good way to get customers to trust you. But you can and should think strategically about which parts of your brand’s history you want to emphasize.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are a few key things to consider as you craft an impactful brand story.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Remember your purpose\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A well-defined \u003Ca href=\"\u002Fblog\u002Fdefining-a-brand-purpose\u002F\">brand purpose\u003C\u002Fa> is a great framework for a compelling brand story.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand purpose is a formal understanding of what needs a company addresses from the customer’s perspective. For example, a car company’s brand purpose isn’t to sell cars. But it might be to give people a safe, easy way to get from point A to point B (à la \u003Ca href=\"https:\u002F\u002Fwww.volvocars.com\u002Fus\u002Fv\u002Four-story\" target=\"_blank\" rel=\"noopener\">Volvo\u003C\u002Fa>). Or to create a pleasurable driving experience (think \u003Ca href=\"https:\u002F\u002Fwww.bmw.com\u002Fen\u002Fautomotive-life\u002FBMW-name-meaning-and-history.html\" target=\"_blank\" rel=\"noopener\">BMW\u003C\u002Fa>).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Your brand story is the perfect way to show customers why you do what you do in a way that resonates with them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Leverage classic elements of storytelling\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Does your story involve a conflict? A quest? Maybe even a villain? These classic storytelling conventions will help you craft a story that’s both engaging and memorable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You’ll also need to decide who the hero of your story is. Some great options include:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Your company’s founders\u003C\u002Fstrong> – A classic choice, and a great way to highlight the passion and expertise behind your products. But tread lightly — a brand story should be about the brand, not a chance for its founders to self-promote.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Your company as a whole\u003C\u002Fstrong> – Are you a scrappy start-up taking on the establishment? A local institution with deep roots in the community? Your brand story is a great opportunity to do a bit of \u003Ca href=\"\u002Fblog\u002Fbrand-positioning\u002F\">brand positioning\u003C\u002Fa> by showcasing the unique qualities that make your company stand out.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The customer\u003C\u002Fstrong> – One of the best ways to connect with customers is to make them (or someone like them) the hero of your brand’s story. This approach has many advocates in the marketing community and is at the center of Donald Miller’s \u003Ca href=\"https:\u002F\u002Fstorybrand.com\u002F\" target=\"_blank\" rel=\"noopener\">story brand\u003C\u002Fa> framework. In this approach, the customer overcomes an obstacle, and the brand is a guide or resource that helps them along the way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Keep it short\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your brand story isn’t a novel. Customers want a quick overview of what your brand is about in a tidy, concise package. Structure your story in a way that is informative, inspiring, and creative — but not overly complex. If customers can’t learn your brand story in a few minutes, they probably won’t bother.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Keep your audience in mind\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The most important thing to consider when writing your brand story is what you want customers to take away from it. After all, the sole purpose of a brand story is to connect with them and build \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">brand loyalty\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of how your story might resonate with the people who buy (or might buy) your services and products. Put yourself in their shoes to pick out details and narratives that will make people want to be a part of your story.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Incorporate your products and services\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The ultimate goal of your brand story is to make customers feel good about buying your products or services — so be sure to include them in your narrative.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If your offerings have evolved over the years, you might have to get a little creative. Maybe your commitment to quality has stayed the same, even as your product line has changed. Maybe your company has always been focused on incorporating new technology to offer the most cutting-edge, modern services.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whatever your brand’s history, there’s a great narrative somewhere waiting to be crafted. You just have to think strategically to find it.\u003C\u002Fp>\u003Ccto-video-player vid=\"x4vVaiU194w\" platform=\"youtube\">\u003C\u002Fcto-video-player>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--examples-of-effective-brand-stories\">Examples of effective brand stories\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Need a bit of inspiration? You probably already know the story of a successful brand or two — even if you don’t think about it in those terms. The following examples are a great way to see how a brand story can influence and inspire customers.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Apple\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-apple.jpg\" alt=\"Apple store on a busy street.\" class=\"wp-image-62891\" srcset=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-apple.jpg 880w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-apple-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-apple-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Steve Jobs and Steve Wozniak, working with what little means they had, were able to build a computer they hoped would be the next big thing in computing. Unfortunately, resources were tight.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To overcome their limited resources, they stored many of their equipment tools in a garage, then sold some of their important belongings to finish their projects.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Apple had an uphill battle entering an industry with a powerful competitor, Microsoft. However, through perseverance, hard work, and creativity, they thrived, becoming the tech-leading brand they are today.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Takeaways:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Highlight obstacles you overcame.\u003C\u002Fstrong> Early adversity makes the Apple story dynamic and engaging.\u003C\u002Fli>\u003Cli>\u003Cstrong>Be relatable.\u003C\u002Fstrong> People might think of Apple as a faceless tech giant, but the company’s humble origin story paints the brand in a more approachable light.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3 class=\"wp-block-heading\">Mailchimp\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184302\u002Fbrand-story-mailchimp.jpg\" alt=\"Mailchimp brand story featured on their website.\" class=\"wp-image-62887\" srcset=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184302\u002Fbrand-story-mailchimp.jpg 880w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184302\u002Fbrand-story-mailchimp-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184302\u002Fbrand-story-mailchimp-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Mailchimp began as a way for its founders to deliver powerful web design to large enterprises. Eventually, they realized that their biggest skills and passions involved working with small businesses.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These beginnings made it easier for Mailchimp to be successful, pushing the creativity of their teams in order to make their products work for everyone who uses them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, Mailchimp is still working to deliver effective services to small businesses, but they do so with more than just email tools.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Takeaways:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Put your customer in the story.\u003C\u002Fstrong> Small businesses reading the Mailchimp story know right off the bat: “This product is for me.”\u003C\u002Fli>\u003Cli>\u003Cstrong>Connect new products to established values.\u003C\u002Fstrong> Mailchimp tells a story of growth and change without seeming inconsistent or unstable.\u003C\u002Fli>\u003C\u002Ful>\u003Ch3 class=\"wp-block-heading\">Warby Parker\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-warby.jpg\" alt=\"Warby Parker homepage with brand images.\" class=\"wp-image-62889\" srcset=\"\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-warby.jpg 880w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-warby-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184301\u002Fbrand-story-warby-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The problem, as the founders of Warby Parker saw it, was that eyewear was so overpriced it was an inconvenience to simply exist if you had eyesight issues and needed glasses. Fueling this problem was a large industry leader that no one was willing to go up against.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That’s where Warby Parker entered, giving their competition a run for their money while making glasses much more affordable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To further dedicate themselves to this cause, they now partner with other groups that help locate eyewear for the needy across the globe.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Takeaways:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Everyone loves an underdog.\u003C\u002Fstrong> Taking on the big guys is a big part of what makes Warby Parker’s story so compelling.\u003C\u002Fli>\u003Cli>\u003Cstrong>Show the customer what’s in it for them.\u003C\u002Fstrong> Customers don’t flock to Warby Parker just to stick it to eyewear industry giants. The story is a vehicle for a more important message: You can trust us not to overcharge you.\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--weave-your-brand-story-into-the-customer-experience\">Weave your brand story into the customer experience\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand story is much more than a few lines of copy on your “About Us” page. It’s an integral part of your brand identity. To leverage it successfully, customers need to encounter content that complements your story throughout the buyer journey.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You can invest lots of time, energy, and money creating content that tells your brand’s story, but it won’t have much impact if you don’t get it in front of the right people at the right time. In order to communicate and build a brand effectively, you’ll need to have a good \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa> strategy in place.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, the right tools make that possible. Canto is an innovative \u003Ca href=\"\u002Fdigital-asset-management\u002F\">digital asset management\u003C\u002Fa> platform that provides a single source of truth for your brand and all the content behind it. By enabling you to organize, manage, and distribute your brand assets, Canto makes it easy to manage your brand and tell its story across every touchpoint.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_story\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184300\u002Fbrand-story-feature-450x263.jpg","Stylized illustration of a hand writing a brand story on a laptop.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F09\u002F19190737\u002Fbranding-process-28-450x263.jpg",18548,"branding-process","Stages of the branding process: A step-by-step guide to building your brand","The right branding process elevates brands and helps them reach their goals. This simple guide gives you the insight you need to succeed.","\u002Fblog\u002Fbranding-process\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-9-450x283.jpg",20477,"brand-resonance-model","Brand resonance: How to build lasting customer connections with the Brand Resonance Model","Learn how to leverage the Brand Resonance Model to create impactful marketing strategies that foster customer loyalty and emotional connections. Read more!","\u002Fblog\u002Fbrand-resonance-model\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F05\u002F19184706\u002Fbrand-purpose-feature-450x263.jpg",60825,"defining-a-brand-purpose","How defining a brand purpose can accelerate business results","What can the debate surrounding Hellmann's Mayonnaise teach companies about the relationship between brand purpose and profit? Brands that get it right understand the connection between purpose and product. ","\u002Fblog\u002Fdefining-a-brand-purpose\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789016503968]