Magnetic Stories

Improve customer and employee loyalty with your brand stories

Your brand is the stories people share about you when you’re not in the room. Whether a small, one or two-person company or a large multinational; a not for profit or a Government organisation; a start-up entrepreneur or a corporate institution; a school or a sporting team; a religious institution or a political party; a local café or a global franchise — everyone has a brand and everyone has a story. The reality is people are already sharing stories, both the good and the bad.

Magnetic Stories will walk you through how to develop and communicate your own brand stories, focusing on the five types of stories you need in business to connect and engage people with your brand. You’ll learn how to:

• Connect with your customers in a more authentic way
• Increase the engagement of your employees
• Make decisions based on your company values and purpose
• Have a stronger presence online by sharing great stories
• Take control of your brand and reputation for greater success

Magnetic Stories delivers a unique and timely message which is perfect for any business, regardless of size or industry.

About the author xv

Acknowledgements xvii

Introduction xix

How to use this book xxv

Part I: Bring Together Brand and Stories 1

The power of brand storytelling 3

A magnetic attraction 11

‘Just give me the story!’ 17

Part II: Tell 5 Types of Brand Stories 25

Creation stories: How and why it all started 27

Culture stories: Our values and behaviours … the vibe 35

Customer stories: Showcase your impact in the real world 47

Challenge stories: Tales of when the going gets tough 55

Community stories: Bringing life to corporate responsibility 65

Part III: Implement Brand Storytelling 73

Define: Know what your brand is (and isn’t) 77

Teach: How to educate storytellers 85

Collect: How to find stories 93

Communicate: Where to share stories 101

Create: How to generate stories 115

Part IV: See Magnetic Stories in Action 123

Case Story: Ferguson Plarre Bakehouses, Australia 125

Case Story: Columbia Restaurant, Florida, USA 133

Case Story: The Fullerton Hotels and Resorts, Singapore (and Sydney) 141

Case Story: Mekong Capital, Vietnam 147

Case Story: Transpower, New Zealand 157

Conclusion 167

Connect with me 169

Index 171

GABRIELLE DOLAN is a global thought leader on real communication and business storytelling. A highly sought-after international keynote speaker, educator and author, Gabrielle has worked with thousands of high-profile leaders from around the world.

Take control of your brand and your stories for greater success

Your brand is the stories people share about you when you’re not in the room, and it’s these brand stories that determine if people buy from you, employ you, work for you or invest in you. When the stakes are that high, wouldn’t you want to take control of it? In Magnetic Stories, business storytelling expert Gabrielle Dolan reveals how you too can create and share stories that stick.

Learn how to:

• define and distinguish your brand
• stand out from the competition
• implement brand storytelling effectively
• strengthen your presence online by sharing magnetic stories
• make your employees and customers your greatest advocates.

In a world of inauthentic brands, Magnetic Stories is a must read for anyone who wants their brand to be relatable, believable and to create long-term brand loyalty.