Crafting a compelling story for your brand
Johnna Lacey
Consultant, Author | Empowering business owners and nonprofits to tell their unique story to impact the world
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If you are a writer, especially a novelist, you’re probably familiar with story arcs or narratives. In brief, an arc is a rise to the climax of the story and then it tapers off to the conclusion, with all kinds of fun things in between. There is action, suspense, the “whaaaaat?!” moments, making the arc a bit bumpy, which lends to an entertaining read.
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When we write our organization’s brand story or author story, a story narrative can help us know our intent: where we need to go in our story and where we should end up. It helps you plan your direction to keep you from veering off the map and enable you to maintain control.
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In the fiction writing genre, writers are typically known for being planners or pantsers — creating an outline before writing the story, or writing whatever comes to mind not knowing where it is going. Me: I’m a planner, but then I start writing and sometimes I end up down an unexpected path and I keep going because I’m curious what is at the end of that path. “Whaaaaat?!”
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In business, however, writing really does need planning for a variety of reasons.
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Yet even in business, which includes our author bio and brand story, our narrative needs to be compelling in a short amount of time. No room for novel-sized stories here.
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For our story, how would we shape our own arc? Will a focus on theme (much like a plot in the story) help in our storytelling ability? How does crafting a compelling story help us highlight our brand?
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About the author:
Johnna Lacey is the CEO and founder of J.M. Lacey Communications, LLC, which focuses on writing and brand storytelling, training and coaching. Built on empathy and the desire to eliminate frustration for business owners, leaders, and nonprofits, J.M. Lacey Communications seeks ways to simplify what has been unnecessarily complicated using proven systems to achieve results.?
She can be reached through her website: jmlacey.com, or via email: [email protected].