Brand stories drive successful marketing.

You have your big, overarching story that tells the story of your entire business, and then you have mini-stories that tell smaller stories. Think of it like plot and sub-plot.

Your big brand story is told on your website where you sell your brand and products in just a few seconds. Your mini brand stories are themes to be explored on your blog, social media, newsletter, and other marketing mediums where you have time to build relationships with your customers/readers.

For instance, let’s say you run a cookie company. Your mini brand stories might be recipes and serving suggestions, cookie factoids and trivia, cookie holidays, and pictures of ooey, gooey chocolate in various states of beauty.

Sure, you can always write blog posts and social media posts about other topics, but by id’ing a few it becomes easier to

  • generate content ideas
  • keep your message focused
  • reinforce ideas in the minds of your fans
  • track fan engagement with different types of content

If not a single person engages on six posts about cookie facts, but you get 34 likes, 5 shares, and 15 comments on a single picture of drippy chocolate on a small child’s chubby cheeks and fingers, then you know where to focus your time.

Here’s your challenge: Commit to a handful of mini brand stories for a few months and see what sticks.

Sara Lancaster

About Sara Lancaster

Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.