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Brand Storytelling Becomes a Booming Business

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This story appears in the April 2012 issue of Entrepreneur. Subscribe »

Whether they realize it or not, many companies don't have an accurate sense of how they are presenting themselves to the public. To help make the message clear, sometimes an outside perspective is in order.

Copywriter Laura Scholes was doing work for some entrepreneurs when she realized that although they offered valuable products, they had no brand identity to support them. "They came to me and said, 'I need help writing my website,' and I thought, 'No, you need help building your brand,'" she says. "They were so concerned with talking about what they did and how well they did it that they weren't connecting with their audience, which is crucial."

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