The importance of knowing your brand story

The importance of knowing your “Brand Story”

Over the last month, I have found myself in the fortunate position of working closely with some organisations, helping develop their business growth strategies and coaching some of their sales and business development teams.

Across all sectors, the recurring theme is business growth through acquisition but more importantly through customer retention – seems overly simple but why complicate it?

Keeping customers and benefiting from their advocacy is a much more rewarding strategy than the continual – and costly – drive for new clients.

The generic view has been one of optimism despite the horror show that is Brexit and the circus of Stormont but, as always, there is a continuous strain on sales and business development teams to improve, to reduce client churn rates and increase market share.

Much of my work is spent on defining the “message” rather than implementing strategies for the business development teams – most sales people can do their job well but the real magic comes from understanding “value” and being able to tell a good “brand story” – not only to new clients but to those “raving fans”.

In this podcast with Park Howell, founder of the Business of Story, we discuss the importance of the brand story and the ability to tell that story well.

All the time.

Here it is on iTunes

And here on Soundcloud

Enjoy.

Enjoy

Shift Control is a business growth consultancy based in Belfast and operating across Ireland and the UK. We specialise in marketing communications, brand strategy, sales training and sales management.