Author Allen Adamson on Creating an Impactful Brand Story - The ROI Online Podcast Ep. 49

What kind of story does your branding tell? Does your story connect with customers and persuade them to buy, or is it just noise in an already noisy world?

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On this episode of the ROI Online Podcast, author Allen Adamson shares the key ingredients to a powerful brand story—and to tell it right so you get better results.

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Allen Adamson is an author of four books, as well as the co-founder and managing partner of Metaforce. He wanted to be a filmmaker, but after he didn’t have luck in Hollywood, he went into advertising so he could put his storytelling talents to good use. What he liked about the advertising business was most of the problems are nonlinear. They don’t have any obvious or easy solutions. You have to combine creativity with problem solving and reasoning to find the best options.

One thing Allen wants business owners to realize is that there's a slight difference between brand and branding. Your brand is what your story is. Your branding is how you get that idea in people's heads. Branding contains anything from your logo and colors to your ads and social media posts. But if your story isn’t good, it doesn’t matter how flashy your branding is. Customers won’t give it a second thought.

During the chat, Allen and Steve also discussed:

• The biggest lesson Allen learned when he tried to make it in Hollywood
• Brand stories that miss the mark (and why they’re ineffective)
• How to simplify your brand story so customers can digest it
• Allen’s strategy for getting clients to break their mindset and buy in
• The secret to being successful in marketing
  
  

Listen on your favorite podcast network:

• Apple

Also available wherever else you get your podcasts.