Keep emotionclose to heart.

Creating abrand anthemis important.But you won’t always understandwhat your brand theme is until afteryour customers decide with you.

Walk through the customer journeyyourselfHow did you arrive here at thisbrand? What are your logicalnext steps in making a purchase?What are your own personal obtacles that would deter you from making a purchase?

Find yourbrand advocatesand salute themLoyal customers turn themselves into brand advocates, and they are the real MVP’s. Be sure to follow them in social media and give them a shout out for their loyalty.

Assess your rewards program.What is it that keeps people fromcoming back to your brand? Quality and convenienceaside,it is probably because theyfeel rewarded for their loyalty.Help them keep writingyour brand story byrewarding their allegiance.

How is your brand helping people? Sharing these experiences and anecdotes often does just as much advertising for your company as a promotional ad would.

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Read about how top CMOs are sharing their brand stories. Download: Top Five Lessons Learned from CMOs Rising Above the Clutter ibm.biz/ATCebook

Read about how top CMOs are sharing their brand stories. Download: Top Five Lessons Learned from CMOs Rising Above the Clutter ibm.biz/ATCebook

MARKETING IDEA BOARD:BRAND STORYTELLING

Creating a brand anthem is important.But you won’t always understand what your brand theme is until after your customers decide with you.

1

Walk through the customer journey yourself.How did you arrive here at this brand? What are your logical next steps in making a purchase? What are your own personal obstacles that would deter you from making a purchase?

2

Find your brand advocates and

salute them. Loyal customers turn themselves into brand advocates, and they are the real MVP’s. Be sure to follow them in social media and give them a shout out for their loyalty.

3

Assess your rewards program.What is it that keeps people coming back to your brand? Quality and convenience aside, it is probably because they feel rewarded for their loyalty. Help them keep writing your brand story by rewarding their allegiance.

4

Keep emotion close to heart.

How is your brand helping people? Sharing these experiences and anecdotes often does just as much advertising for your company as a promotional ad would.

5