Storytelling in Marketing
Stop Being a Business and Start Being a Brand By: Julie M Gile, Julie M Gile Photography
14 Collective IMPACT | Spring 2022
A
re you just a business or are you a brand? That’s not a trick question. There are hundreds of incredible businesses in the Greater Green Bay area, yet not every one of them is truly a brand. The difference between a business and a brand comes down to storytelling. Companies telling authentic stories in their sales and marketing efforts have crossed the threshold from business to brand. But businesses relying on generic messaging (such as stock imagery) are missing a huge opportunity to connect with their audiences and create an organization built to last.
Let’s get personal
Why did your company get started? What are your roots? Perhaps it’s been built over generations, or a life-changing moment planted the seeds for the business to grow.
Here’s my story:
I first realized the power of photography when my mom was dying of cancer. I was pregnant at the time and knew she would never meet my son. I picked up the camera to make sure I never forgot her. And I haven’t put it down since, six years later. This experience profoundly changed the value and depth of visual storytelling for me.
