Storytelling: How to create brand relevance

Over the years, many companies have drilled the secrets of an effective brand building strategy and have become masters in the art of storytelling. Often considered by  entrepreneurs as the most powerful tool to catch people’s attention, involve them emotionally and help them remember the content you’re trying to convey; implementing it successfully is not always as easy as it looks. Through this article, you will discover 4 pieces of advice to create a relevant storytelling strategy for your business. Continue reading

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Generation of micro-influencers

Today, we are going to talk about how brands can leverage micro-influencers on social media.


First of all, let me explain how micro- and macro-influencers differ from each other. Influencers are usually categorised into those two groups by the number of followers influencers obtain. For instance, macro-influencers have around 10 000-1 000 000 followers on social media, while micro-influencers start out at 1 000 followers. Whereas many would claim that “more is better”, some online business magazines like Forbes and Inc. will state that “less is more”.


One of the reasons to fancy micro-influencers nowadays is the price they charge for their services. In accordance with, macro-influencers, who have more than 100 000 followers, will ask at least for $400 per a post. Respectively, macro-influencers with more than 1 000 000 followers may charge to $1 400 for a post in Instagram. In contrast, micro-influencers with 2 000-100 000 followers charge between $137 and $258 per a post in Instagram. Definitely a benefit!


Another reason to choose micro-influencers in a marketing campaign are their effectiveness. According to Hierarchical Influences Model, created by Pamela Shoemaker and Stephen D. Reese, “individuals” is the level located in the centre of the model. Precisely, individual’s characteristics, such as gender and age, may shape personal attitude and values. Which consequently may increase likeness of a product being advertised. Moreover, since, micro-influencers have smaller number of followers they have so-called niche audience, which allows them to target the required audience easier and increase the amount of returns.

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Last but not least, many people believe that people with less followers are more trust-worthy, since they create some sort of a bond with each and every follower. Therefore, followers of micro-influencers are more likely to trust and actually follow.



A Media Sociology for the Networked Public Sphere: The Hierarchy of Influences Model by Stephen D. Reese and Pamela J. Shoemaker.

Less Is More: The Value of Micro-Influencers for Brands by Young Entrepreneur Council

Using Micro-Influencers to Successfully Promote Your Brand by Shane Barker

Unsplash (pictures source)

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 Storytelling, a efficient mean to construct your brand reputation

 “If you have a really good narrative, you can tell a thousand stories with it.”

– Deb Lavoy, Founder and CEO of Narrative Builders a company that build powerful narratives for businesses, products and ideas.

First of all we have to focus on what’s storytelling and how you can use it to make your brand building stronger and powerful. Storytelling is a presentation of your brand that focuses the attention of your target audience on your business values. Your customers wants a product or a service that they can identified to, feel a connection with your brand. People are too bored by ads, if you tell a story it will be easier for them to understand and feel involved in your broadcast message. For example with a story that remind them for the childhood, or glory moments of their lives.

The main objective of this marketing method is to make sure that the customer will choose the brand and maybe buy for the first time a product or a service because it’s more familiar to them. You will need to know how to motivate them to take immediate action with new information you provide them with. This strategy has a long term impact on the brand building and the reputation of the firm.

Company’s now rely a lot on storytelling because they consider that is the heart of their content strategy to target consumers. Building a narrative around a brand and its purpose or history helps firm to create a link with consumers in a more efficient way, to develop fruitful and strong relationships.

For exemple, Nike is maybe the first brand when it comes to leveraging storytelling to win over their audiences. One of their best approach was their “The Chance” ad, which follows the story of a young soccer player in NYC, the ad reminds us that there is a possibility for every one of us as long as we go on and wear Nike products.


Everyone remembers, that the famous footballer Lionel Messi had a problem with growth hormones. We all retained the point in our minds that sometimes the bad isn’t always that bad and can even result in positive way, because even with problems he became one of the greatest footballers of all time.

And when Adidas launch their “Impossible is nothing” campaign in 2004 in this way, we were left with this sentence which stay in mind and sounds like a lifestyle. After this storytelling campaign we associate Adidas with that spirit, the message tends to make the customers feel the act of buying like if they became member of a group who have a strong mentality

Today the customers care more about what the brand promises, how the message of this brand makes them feel, how they feel when consuming that brand than other things.


Sources :

Baker, B. and Boyle, C. (2009). The Timeless Power of Storytelling. Journal of Sponsorship, 3(1), 79-87.

Stephen Denning, The Leader’s Guide to Storytelling, Jossey Bass, 2005

Storytelling: Branding in Practice 2nd ed. 2010 Edition – by Klaus Fog and Christian Budtz 

Storytelling, a efficient mean to construct your brand reputation

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I feel love, I feel SloveNIA

In this age of globalization, countries face a lot of competition from others for export, tourism, new business relations and investment opportunities. Like any organization, a positive and strong brand image is very important in achieving growth by improving the brand perception of the nation globally.

Slovenia became independent in 1991. At that time, no one really knew a single fact about the new “born” country, except that it is new and that is situated somewhere in central Europe. With its independency, Slovenia lost their recognisability in being a powerhouse of Yugoslavian economy and a lot of Slovenians claimed that they also lost their signature identity.


In 2006, government agency decided to take measures about the problems that Slovenia has been facing since the independency. Slovenia has been frequently mistaken with other countries, has not been recognizable and has not be valued as it should be. The evaluation of the situation resulted in decision, that Slovenia needs representational image (slogan, logotype, brand), that would increase its recognisability. Findings showed that Slovenia is very diversified country and that they can pride oneself with good characteristics, but the country needs clear and short message, that can activate quick and correct association in minds of individuals, organizations and decision makers. In 2007, Slovenian government approved a new slogan:” I feel Slovenia”LOGO-I-FEEL-SLOVENIA

Brand Identity:

“A brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brands and its core values is called identity. It drives vibrant brands able to create advocates, a real cult and loyalty.” (Kapferer 2008)

Slovenian brand does not carry such a title by chance. Slovenia cannot be estimated only by an image; Slovenia has to be felt and experienced. This is what differentiates Slovenia’s brand from the brands of other countries. The elements of Slovenia’s brand identity are common to all areas (i.e., the civic sphere, state, economy, tourism, culture and arts, science, and sport) and represent a common denominator of Slovenians and Slovenia. They are the foundation of the Slovenian experience.

With Kapfereres identity prism I want to identify Slovenian characteristics.  This is one of the most constructive brand tools made. It is simple to understand, and easy to articulate your brand’s identity.

The prism includes 6 essential elements:

  1. Physique
  2. Personality
  3. Culture
  4. Relationship
  5. Self-image
  6. Reflection

Successful brands manage to project a positive and coherent image into the minds of their consumers, which means that all of these six facets need to be carefully intertwined and aligned so that each contributes to establishing and maintaining brand essence.

1.) Physique: Slovenia is a green country, small, new, diverse, touristy etc.

2.) Personality: Organized, active, proud, friendly, kind, stubborn

3.) Culture: Traditional, individualistic, pedantic, open etc.

4.) Relationship: intact nature, potential of achieving something more, quality services

5.) Self-image: country of: sports, culture, nature

6.) Reflection: successful, intelligent, responsible, professional, businessman etc.

All this has the purpose of strengthening the brand, and making it more recognisable and memorable, which will, in turn, result in creating a consistent, long-lasting impression of your name. This is why Slovenia has to continue to toughen its brand, especially because of smallness and dependency on others. Furthermore, they have to keep in mind that a good name is better than riches.



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A good coffee

Adapting to the socially conscious consumer market





What goes into a good cup of coffee? Latte, cappuccino or straight black?


Is it the way it’s roasted? Or is more rudimentary with which soil the beans come from: Brazil, Kenya, Colombia and etc.With a 23 billion dollars market according to International Institute for Sustainable Development, being able to differentiate between bad or good really as easy as a sticker.


Fair trade is a brand that certifies ethical production of goods by raising the standards in social, economic and environment manufacturing. This ranges from social justice that drives public awareness, supporting farmers, to development of sustainable alternatives. Although FairTrade had humble beginnings in 1990’s as merely a grassroots campaign, now have expanded its ethical umbrella worldwide and became a well-recognized brand.


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The success of this growth is how the brand provides a visible representation of giving the consumers the confidence to differentiate itself from other products. Brand recognition. FairTrade have built trust with their audience by being clear and consistent with their message of a quest for ethical practices. They distinguish their brand identity as an added value in which endows the product, giving an edge from other competitors. They maintained a high level of consumer acceptance in a generation of buyers interested in transparency. Also, time with the change in the socio-economic factor of consumers acknowledging their purchasing power and use this to try positively influence the world.


Starbucks is one of the many examples of company aligning itself with Fair Trade certified coffee. With the recognition of the shift in market demands and having the value of Fair Trade reputation within the community, big chains as such have brought the brand into a much wider platform, extending its reach.They tapped into the growing need for consumers to express their personal values through their buying patterns. This approach creates a seamless brand experience for consumers to channel their need to contribute to a cause they care about. FairTrade provides a brand experience for the consumer. Rather than purchasing the product itself, they add value by adding the intangible product of supporting a social campaign.



Further readings:
The Rise of the Fair Trade Coffee Movement 
Fair trade: quality, market and conventions
Identifying fair trade in consumption choice
Fair Trade Organisation
The conscious consumer: taking a flexible approach to ethical behaviour
The Guardian: rise of the conscious consumer: why businesses need to open up
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