Brand storytelling is an ongoing conversation between a company and its customers. Brand backstory, on the other hand, is a foundation. It’s the tale of what came before the hit blog or product. It’s the story of why the company is what it is today.
Compelling backstories are the roots from which brand lore grows – a lesson I’ve learned as my (formerly pure SEO) team branches out into PR and content marketing projects. Some of our first non-link-building clients have been … exactly who you’d imagine first clients to be. They’re not sexy at first glance – not Coca-Cola, art galleries, or tech companies. They’re a roofing contractor, a manufacturing company, etc.Continue Reading