Journalism + Storytelling = Brand Stories that Command Customer’s Attention

Does your brand have a story?  What does it tell your customers?  Is it telling a story you want heard?

The questions keep buzzing around my head after a recent conversation with Brigitte Baron, the New York Office Manager for Totem Brand Stories, an OfficeLinks client located in our Bryant Park, New York office and internationally awarded creative agency that originates branded content and custom-media programs for clients.

Totem creates branded content and custom-media programs by combining journalism and marketing talent to build meaningful customer relationships and drive clients’ business objectives. Totem’s North American client roster includes Procter & Gamble, The Home Depot, Canadian Automobile Association (CAA), Frito-Lay, Sears, Sobeys, The Principal Financial Group, Rexall, Mazda International, Aeroplan Group, Bank of America and more.

In speaking with Ms. Baron, I learned that telling a brand’s story has much to do with commanding the customers’ attention and building brand community.   Telling great brand stories starts by gaining an intimate understand of a brand and the customer. This, according to Ms. Baron, is where Totem shines. Totem’s team will sit down and talk with clients, finding out what the company’s goals are, what their initiatives are, what they are trying to accomplish, and then finding media solutions based on their priorities. And from there, they use the discipline of journalism and the creativity of storytelling to create a brand story.

How do you create a story?  Ms. Baron walked me through Totem’s strategy and process: Totem develops the “story” that is the consumer’s true brand experience by exploring and mapping out all of a customer’s touch points.  They develop a communication blueprint that involves identifying and tracing customers through their entire life cycle, from initial inspiration to post-purchase phases. Totem ensures that all creative and messaging – across all customer touch points – are grounded in business objectives. They plan content that maximizes consumer engagement with the brand and drives business objectives. Totem delivers media and advertising services and solutions to reach engaged, high-value brand communities – and this includes keeping a close eye on what’s happening with mobile apps, table media and digital solutions.

And this is imperative to business looking to thrive because connecting with consumers will keep them advocating for the brand – even after their purchase.

In the words bright and bold on Totem’s website: “Great brand stories are not merely written.  They are crafted.”  How well is yours crafted?

For more information about how Totem can help your brand story, and to view its portfolio, click here.