The art of storytelling for brands is linked to our core existence as people. Historically, we’ve passed along stories to connect with others and preserve knowledge. Stories are still found in the cave drawings from ancient times and even in gestures. It is a connector. Moreover, it is a connective force. It’s the reason why books and movies sell out in masses. It’s our way of defining and redefining the societies we live in. It’s how we shape our brand and perceive those of others. Stories are still critical today, particularly for digital marketing.
In part 1 of my RAW BRANDED® TV video (above), I highlight the art of storytelling for brands. Actionable tips will be included in part 2 of this two-part series … er, um, a mini story. Zing! In case you missed it, catch my story, so you can truly understand my passion for raw branding.
Your story remains the connective force of engagement with your audience. This is not your canned elevator speech. Rather, think of it as your “why.”
You may already know a few things about me and RAW BRANDED®, but if you’d like to take a deeper dive into my brand, pull up a chair and grab your popcorn. Relax. Read. Relate. Release. I’m going to share with you my story, my brand … First things first. Let’s talk about storytelling.
Your Brand’s Story
Stories have been embraced by every culture and go back to ancient times, when gestures and painted symbols in caves were used to connect with others. Today, your story remains the connective force of engagement with your audience. It not only highlights who are you and what you value, but it also can be used to establish trust, which is imperative for your brand’s success. This is not your canned elevator speech. Rather, think of it as your “why.” Why does your business exist? Why do you do what you do? Your story highlights your passion for your work and why your audience needs to believe in your brand’s promise. It should be succinct but can be in long form, depending on its use.
Caution! If you are not defining yourself and your brand, others will define it for you! Why? Because of the “Rashomon effect,” a term coined by journalist and scholar Valerie Alia. In a nutshell, any two people may have completely different views of a situation because our perceptions are subjective. If you apply this notion to people and brands, you’ll notice that people have different views of the same product, people, or service. Now imagine if no one knows anything about you or your brand’s story. Your audience will be left solely to their own assumptions based on your brand name, hearsay, and any other randomness. A total fail!
Case in point: the animated film, Hoodwinked!, in which the story of Little Red Riding Hood is humorously told by each of the fairytale characters, with each person recollecting distinct versions of the same occurrence. Another example is the movie, Gone Girl, in which a woman’s disappearance is recounted differently by the missing woman versus her husband.
Still with me? Bottom line. Don’t let others narrate your tale. If you don’t tell your brand’s story, others will do it for you. Now, without further ado, let me share my story from my lens … the CliffsNotes version!
My Story
First and foremost, I was actually born “RAW,” aka Renée A. Walker. 😉 I was born in the Caribbean and moved to New York with my family at the age of three. Blame it on the weather or the alignment of the stars, but for some reason, being in a new environment caused me to stop talking. In hindsight I don’t recall being silent, but I do remember studying people and their interactions. According to my parents, my personality also changed. I went from being a potentially extroverted, rough and tumble little girl to an introvert. Please, oh, please don’t confuse this with shyness! For us introverts, we need to collect our thoughts and self reflect as a way to manifest our full potential and navigate the world. We’re most likely the type to look before we leap. For more on this, read The Introvert Advantage: How To Thrive In An Extroverted World by Marti Olsen Laney, Psy.D. and check out my review on my YouTube channel!
I digress, but back to the story. I eventually grew out of my selective mutism, as it’s been called. This was aided by my 2nd grade teacher, who introduced our class to writing and crafting homemade books. I fell in love with writing and illustrating novels and later spent marathon sessions writing upwards of 300 pages. In my head, I rivaled my beloved Baby-Sitters Club and Sweet Valley Twins books. I used writing to address issues that I was far too young to actually understand and to tell fictional stories. Fun fact: I still possess my first books!
Lesson From My Life Toolkit: Showcase your passion and strengths through storytelling.
Just as I was getting over one milestone, I quickly faced another. Where my second grade teacher sparked my creativity, my third grade teacher shook my confidence. She who will not be named (for you Harry Potter fans), would spiral around the classroom and fire off questions. If a student didn’t know the answer, she would look at the student in seeming annoyance, and move on to the next student. Apparently, this teaching style didn’t work with me because I simply could not learn. Nothing in school was sinking in, and my anxiety skyrocketed. My amazing mother would try to help me with my homework, but this had little effect. She quickly pulled me out from that school and sent me to an academically rigorous school. Suddenly everything clicked. The lights went on, and I was able to learn.
What made the difference? In hindsight, I understand that it was my shifted exposure from the traditional “banking model” of teaching to a “problem-posing” pedagogy. My intimidating third grade teacher treated students as if they were banks to deposit knowledge into. In contrast, my second grade and new, third grade teachers demonstrated that they cared and empowered me to learn, as with the “problem-posing” method. They unlocked my full potential, and I moved onto advanced classes.
Lessons From My Life Toolkit: Your teaching style is critical. If you empower others, they can reach their full potential.
Growing up, my family believed that I would become a teacher, since I come from a family of teachers—on both sides! Of course, I naturally rebelled against this. I was going to become a writer and artist. I was going to be like the author in Misery, minus Kathy Bates’ stalking, or the author in She Devil, minus the meanness and Roseanne Barr’s revenge. However, I wanted to make my family proud and move beyond our humble beginnings, especially as minorities. I entered a few artist fairs and competitions, but I couldn’t become a starving artist. This was not an option that I thought could pay the bills. Instead of focusing on all that jazz, I planned on getting into college.
If you are not defining yourself and your brand, others will define it for you!
I studied hard and fortunately got accepted into a few schools that I couldn’t afford before deciding to attend Rutgers University for my undergraduate studies. Thanks to a guest speaker in my college class, who was a director of communications within the military, I realized that I could merge my love of art, writing, and marketing by studying communications. I soon paired this with studies in psychology. After several internships (MTV’s research and development, Cablevision’s advertising, and Rutgers’ public relations), I ended up working full time within the education field at leading U.S. institutions. Funny how life does that!
Now how did I end up teaching? It just so happened that after earning a master’s degree in strategic communications at Columbia University, I ended up working there. My colleagues were seeking a marketing expert to teach New York City’s minority-, women-, and locally-owned (MWL) business owners. I was asked to teach. I knew my craft but understood that teaching was another ballgame. I accepted the opportunity, and to my surprise, really enjoyed it. I was empowered to create my curriculum and formed a mentoring relationship with the MWL business owners who took my class. Together, we worked on answering the “why” regarding their business and identified their stories. The aha moments were magical. I was luckily able to replicate this again within Columbia’s master’s program in construction administration and at Rutgers, where I taught union leaders across the State of New Jersey how to strategically organize, connect with supporters, and enact change through social media.
Lessons From My Life Toolkit: Pass along what you’ve learned to others. Your vibe attracts your tribe and can move mountains.
My Brand
Throughout the years, I began to notice that something was missing—my brand! I was always the one who was holding the camera and telling other people’s stories. However, I was missing from the picture, literally! People needed to know who I was, and I needed to do a better job of telling my own story, the hardest story for me to share. Instead of just rattling off my experiences, I needed a way to define my personal brand and help others to do the same.
In an effort to walk the talk, I founded RAW BRANDED LLC. Through RAW BRANDED®, I am doing all the branding, marketing, and communications that I’ve taught other people and small businesses to do, starting from ground zero. My goal is to connect with fellow introverts and creative business owners with a passion and purpose and help them to find their voice and tell their story using marketing and communications techniques. Best of all, I am drawing from all the tools that I’ve discovered and placed in my life toolkit—how to teach effectively, tell a wicked story, and make your mark.
Still chomping on your popcorn? Stick around my website, as I will continue to share marketing tips and tricks while building my authentic brand—RAW BRANDED®. Let’s continue the conversation below or follow me on Twitter, Facebook, YouTube, and Instagram @reneewalkerraw.
Wondering what it takes to brand yourself and your company?
If the answer is YES, you’ve come to the right place. Today, you’ll learn exactly what it takes for you to stand out with your own brand and start growing an audience of loyal, cheering fans.
You see. Whether you are watching the tube, listening to the radio, or surfing the web, you’d be hard-pressed not to have heard the word, “brand.” With the rise of our celebrity/reality TV/look-at-me culture comes the need for individuals as well as businesses (sometimes one and the same) to stand out from the crowd.
Do you have a solid, easily identifiable brand? How do you define it? Better, yet. How does your audience define you? Let’s discuss how to brand yourself and your company.
A Brand Is A Logo … Right? Wrong!
First things first! Please stop the insanity. A brand is not your logo. As lovely as those little marks are, a logo is just a representation of your brand. Please note the use of my RAW BRANDED™ stamp throughout this blog. It consists of your signature messages and visuals that remind people about you and/or your business.
Hopefully, when you see my personal stamp you think of the writer, marketer, educator, mentor, and RAW Brandednista. When you see the RAW BRANDED® stamp, you should think about the heart of a brand and its use to connect authentically with an audience.
What Is A Brand?
Open your textbooks, er iPads, class and take notes. The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of these items that is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” The marketing industry further defines this as your Unique Selling Proposition (USP).
Now for the RAW BRANDED™ definition. In case the text still skims the surface, note that your brand is your secret ingredient. It is a service, promise, personality, and belief system that you share with your audience. Your brand should create a solution to your audience’s problems and connect with their personality and beliefs … or the ones they aspire to attain.
Examples of Successful Brands
Case in point: Apple Inc. There are seemingly endless cults of Apple followers who are ready to spend hours on a line in anticipation of receiving the latest Apple products. It’s not just the sleek design of Apple’s products that makes the company stand out. It is the promise or belief that by buying an Apple product, you are now a part of a current, high tech, and innovative group.
You possess the latest and greatest from the tech industry, which makes you know more than most laypeople and therefore, in essence, are cool. Not only are you and your product cool, but Apple’s founder, Steve Jobs, is the father of tech coolness.
The above logo is the trademark of Apple Inc.
Steve Jobs was truly his brand, and this image lives on even after his unfortunate passing. Dressed in his signature black turtleneck (another part of his brand, which I may or may not have unconsciously mirrored for my website image!), Steve Jobs put a face to his products and connected personally with his audience in an authentic way. He bypassed the usual press release to film his announcements of new products and encourage people to “think different.” Now that’s RAW BRANDED®!
Case in point: Kim Kardashian. If you haven’t heard of “Kim K” and her family’s antics then you must really disconnect from the world. How’d you do that?? Regardless of your personal opinions about Kim Kardashian, you cannot deny her clever use of personal branding. Since part of her brand is about celebrating women’s curvy physiques, she definitely walks the talk. Barely a week can pass without photos circulating of Kim K showcasing her own curves. Ironically, when the media first discovered her, reporters and citizen journalists began to define her. However, she took the reins and redefined her brand for herself … and makes millions doing so.
Why Should I Care About Branding Myself?
Going back to the example of Kim Kardashian and Steve Jobs, please note that you are your brand. People’s perceptions of you and your actions help to formulate your brand. Although I believe that what people say about you after you leave the room is none of your business, I think that’s up to a point, particularly where business is concerned.
If you do not define your brand, other people will define it for you. ~ Renée A. Walker
Yikes! And that’s why you need to brand yourself.
Case in point: Quiznos. Do you recall those ubiquitous commercials featuring Quiznos’ singing Spongmonkeys? Some people found the commercials annoying, while others loved them. I dug the music but found the Spongmonkeys jarring to look at.
While you might remember the scary monkeys and catchy jingle, it was easy to forget the actual brand. To this day I still don’t know what Quiznos is all about. It’s promise, essence (other than a bit strange), and benefits hasn’t been defined in comparison to other brands like Subway, which has branded itself as a healthy sandwich option. Without defining your brand, companies and individuals sadly fail.
Just for kicks and because I care, I bring to you Quiznos’ Spongmonkeys!
How Can I Find My Brand?
So, how do you brand yourself?
Let’s begin by getting to your core. For those of you who need to fine-tune their personal brand, this takes self-analysis. For business owners, you’ll have to hone in on your company’s promise and culture. This is where those famous elevator speeches come into play. Not familiar? Here we go.
Picture yourself riding up or down an elevator with someone, and you have 30 seconds to pitch your brand to them. What would you say that makes your brand oh, so special? Yes, I have done this with students and clients, and the results are always fun. There’s nothing more nerve-wracking than someone putting you on the spot for a critical moment. Some people are amazing pros at this, but that’s not all of us. This is where practice makes perfect. When thinking about your brand, picture the famous part in Lewis Carroll’s Alice in Wonderland when Alice meets the Caterpillar.
“Who are you?” said the Caterpillar.
“… I can’t explain myself, I’m afraid, sir,” said Alice. “Because I’m not myself, you see.”
Once you’ve defined your brand, the world is your oyster. There are endless ways in which you can share your story thanks to social media. Yes, I mentioned storytelling. Just knowing your brand is not enough.
Now, you need to tell the story behind your brand. You need to tell people why they should trust you. You can begin by detailing how and why you found your business. For personal branders, this is your chance to make your introductions. Highlight the roads that have taken you to where you are today. You’d be surprised by how many people are willing to grab some popcorn and listen to you. Even better is when they can connect to you.
Ultimately, you want to earn your audience’s trust. Storytelling is the start of this. Once your story is written, let’s play!
I’ll walk through the social media and traditional marketing and communications ins and outs. This includes, finding your audience and packaging your message.
As long as your message is aligned with your brand, and you’re walking the talk, then you’re golden. Now you can think about creating a logo, tagline, and visual identity that distinguishes you from others. This will come easier to you since you’ve already thought through all the little details that make you unique.
Introverts unite! Count me in this club. Fortunately, technology is making it easier every day to connect with others. Introverts—not to be confused with shy folks—are typically the ones who look before they leap. Social media is your friend, since you can easily feel out a platform and its members to see if they connect with you and your brand. You will have to take that leap, but at least you can see what you’re diving into first! I’ll share more introvert-friendly strategies here at ReneeWalker.Me.
Want to start branding yourself and your company?
There you have it! Now you know how to brand yourself and your company in the best way possible.
Now, there’s just one more thing left… Implement what you learned!
I’d love to hear from you:
What’s that one thing you’ll include in your personal and business brand?
Hopefully you’ve already read my previous post on How To Brand Yourself and Your Company. Now that you have your brand in your hand, let me show you how to make your mark. The hardest part might be over … or just beginning! Don’t let this derail you. Some of the savviest brands were born out of laborious discussions, hours poured into thought, research, and just plain trial and error. The most important part is that you have a brand essence.
1. Define Your Brand
This is where your elevator pitch comes into play. It’s not enough just to have the idea of your brand in your brain. You need to be able to speak about your brand comfortably and often. Whether you are your brand, or your company is your brand (often one and the same), you have to translate your idea into something that’s easily digestible and resonates with your audience.
2. Write Your Story
Whether or not people are reading books or just hashtags, you need to have a compelling story to share. This is the “So what? Factor.” Your story can highlight the journey you took towards business ownership and/or it can be your personal journey thus far. While brands may overlap in similarity, the brand essence and/or story is what sets them a part. This is why business owners benefit when they are actively presenting themselves as their business’ spokesperson. Remember, if you don’t define your brand or yourself, other people will define it for you!
3. Identify Your Audience
Hello friends! We know ourselves or our products backwards and forwards. What about our audience? Who’s at the end of the phone line? The best businesses know their demographics down to a T. They create storyboards and profiles that capture their ideal audience’s looks, voice, interests, and desires. I’ve always stressed this element with clients and students since it’s easy to overlook or generalize. I’m even guilty of the “come one, come all” outlook on marketing, but you’ll soon find an uphill battle if you don’t “niche down.”
FYI—One of the reasons I started my business is to literally walk the talk. You’d be amazed at the new perspectives that jump out at you when you segment yourself as a doer vs. a coach. You should also do the same as you continue to mold your brand. Step outside yourself and try to view your business and/or yourself as your audience would.
*You may just need to rework your brand and story based on your audience’s needs.
4. Establish Your Trademark
Got your brand, story, and audience? Now, you need a business name and tagline (optional) that speaks to your services. For personal branders, you can go with your actual name or a catchy phrase that encompasses your philosophy. In case you missed it (how could ya?), my philosophy on entrepreneurship is RAW BRANDED®.
Now that you have your tag line, put it on lock down! The digital space is moving at rapid-fire speed. After listening to Blogger Tamsen Horton’s legal tips over at Launching Legal, I made a mental note to Trademark any and all business products and names. I would hate for you to do the hard work of building a brand around a name just to have you make a copyright or trademark infringement.
You can do a Trademark search by visiting USPTO.gov. If your Trademark is available and you’re certain that you will use your mark, file for your Trademark. Just be certain that you are planning to use this mark, since the cost to file is a pretty penny.
5. Secure Your Domain
Once you have your Trademark, secure a domain that is the same as your business or personal brand. Consistency is key. This is the name that you will share everywhere and often, so people become familiar with your brand.
6. Get Your Creative
Choose your brand colors and logo designs. Remember, this is not your actual brand. These elements are indicative of your brand. Your logo and color schemes are visual cues to help people remember you and your brand. Of course, if you are your brand, this becomes a much simpler effort!
7. Search, Find, and Connect
All of your previous efforts will be in vain if you are not building a relationship with your audience. Back in the day (yes, I said that), not too long ago, it was quite easy for advertisers to spam us with catchy jingles, never ending commercials, obnoxious website popups (the animated ones are still the worst culprits), and billboards.
Today, our lives are much too busy to be distracted by these advertising tactics. Studies have proven that the general public’s behavior has evolved, and people will seek information as needed. Specifically, people are going online to connect with others and brands that take the extra step to engage them.
In 2011, Google coined this as the “Zero Moment of Truth (ZMOT), which describes a revolution in the way consumers find information online and make decisions about brands. ZMOT is the precise moment when they have a need, intent or question they want answered online.”
Your brand needs to help others as they need it. In order to do so, your brand must be present where your audience resides online and in-person. It is all about relationship cultivation and sustenance, which often takes longer to generate but has lasting impact.
Case in point: Nike. The shoe company isn’t just known for its swoosh logo. It has built a whole community around the Nike philosophy—Just do it. Nike supports its community’s efforts to stay fit through several workout apps and a training club, for starters. Talk about walking the talk! Now that’s RAW BRANDED®!
Have you started to make your mark? Please share your story. Need help? Send me a tweet or feel free to contact me. One step at a time.
by Marti Olsen Laney, Psy.D. and check out my review on 
