"Facts tell, stories sell." —Anonymous
IS STORY THREADING?
For businesses, the brand's story must thread its way through all communications to create a consistent premise that attracts people and creates a deeper relationship. Everything from websites to employee engagement, collateral materials to marketing communications, even product copy and social posts — it all needs to further the brand’s narrative.
So then why don't most brands do it?
Because many businesses, agencies, and writers just don’t get it or, frankly, don’t care. They compartmentalize their thinking, pick favorite channels to work in, and don’t discipline themselves to make every opportunity amazing. Truly great brands, on the other hand, see opportunities and pounce. And small brands, including start-ups, make the most of every opportunity because they need to make every dollar they spend do the work of five.
Story threading is an art that expands a business’s influence exponentially — and it requires a skilled and dedicated artist and writer who can do it.