Great Brand Stories Come From Answering 5 Questions

Some companies struggle to define themselves and what they do. I see it often when I go to the “about” page of a brand’s site and can’t immediately understand what they offer. More often than not I’ll need to Google the company to find news coverage describing them.

So why is it that some companies fail to clearly get to the point about what they sell and why it matters? Because they don’t understand the basics of storytelling.

News stories answer the following questions: what, why, who, how, when, where. For instance, knowing how a product will make it easy to quickly secure my data will help me appreciate why I might want to buy it.

All businesses need to know the answers to these questions. Whether it’s at the brand level or at the product level, if your team doesn’t know why your product matters and if your site doesn’t clearly state the customer benefits, for instance, then whatever is unique and wonderful about what you’re selling won’t resonate as much as it should.

So as you’re conceiving your startup or launching a new product or repositioning your business, make sure you and your teams are absolutely clear about the answers to these questions:

  • What is your product or service?
  • Why does it matter?
  • Who is it for?
  • How does it work?
  • Where and when is it available?

Once you can clearly and succinctly address these questions, you’ll be able to tell a compelling customer benefit story that will help you, and your, team connect.

This Year’s Marketing Communications Trends

As we jump into the first month of the new year it’s a good time to look ahead at the communications work that will be a priority for the industry. It’s no surprise digital will continue to grow in importance as more marketers become comfortable with content marketing and social media and the results these channels can deliver.

Here’s a list of the communications trends I posted on the PUNCH blog.

HD Arrives at The Weather Network

We just soft-launched our brand new set and HD signal earlier this week. It’s currently available to MTS subscribers in Manitoba and will roll out later this month, and year, in other Canadian markets. We’ll promote the rollout later this month.

Until then, check out the following videos made by our talented and creative programmer and production teams.