WHY STORYTELLING SELLS STORYTELLING BUILDS RAPPORT AND TRUST WITH YOUR. CONSUMER. Great stories play on emotions and create an emotional connection between your brand and consumers. Your messaging and packaging should exude your story and “speak” to your consumer on the shelf, giving them a reason to choose your brand over another.

STORYTELLING GIVES YOUR BRAND STICKING.POWER. A good story is memorable, where simply raw information could easily be forgotten or confused with competitors. Your story allows you to share why you are different.

STORYTELLING ALLOWS YOUR CONSUMER TO.“SELL” YOUR. BRAND TO OTHERS. A great brand story will provide consumers with all they need to promote your brand to others, aka free advertising. Your story gives your consumer something to relate to and more importantly to share with others as they enjoy your brand at home or at a bar with friends. A great story should be easy to understand and compelling enough to pass along.

CLEAR, SIMPLE AND AUTHENTIC Every touch point your consumer has with your brand is a chance to reinforce your story. Carry your brand story throughout all your communications and wear it like a badge of courage: clear, simple and authentic. A great story will reinforce your consumer’s beliefs, relate to their interests and reward their aspirations in order to create an emotional and cognitive connection taking them from awareness to trial to advocacy.

David Schuemann is the owner and creative director of CF Napa Brand Design. For more information, visit www.cfnapa.com or call (707) 265-1891.

3rd – 5th August, 2017 Adelaide, Australia

You’re invited! • Spirits Business Conference • Seminars and Workshops • Export Opportunities • The door to Asia Pacific Register now! www.whiskiesandspiritsconference.com.au

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