For Subscribers

The Biggest Mistake Brands Make With Storytelling — and How to Do It Right

The biggest mistake in brand storytelling is believing the story is all about the brand. Telling the right brand story leads to marketing resonance.

learn more about Keith A. Quesenberry

By Keith A. Quesenberry • Dec 1, 2022

Opinions expressed by Entrepreneur contributors are their own.

In a recent Entrepreneur article, I discussed how brands need to be influencers to intersect the customer journey with a brand storytelling approach through the three Rs — relevance, reach and resonance. Telling brand stories relevant to your market in the right medium reaches the right consumers to create marketing resonance.

Marketing resonance is when your audience identifies with your brand message, engages in it, acts upon it and shares it. Resonance moves them through the customer journey to achieve your marketing objectives. How do you know what stories will resonate?

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Have More Responsibilities at Work, But No Pay Bump? Use This Script to Get the Raise You Deserve.
Black and Asian Founders Face Opposition at All Levels — Here's Why That Has to Change
Business News

Frontier Airlines Just Announced Its All-You-Can-Fly Summer Pass for $399. What's the Catch?

As travel begins to pick up, the airline hopes unlimited travel will jumpstart its business.

Thought Leaders

5 Small Daily Habits Self-Made Millionaires Use to Grow Their Wealth

We've all seen what self-made millionaires look like on TV, but it's a lot more subtle than that. Brian Tracy researched what small daily habits these successful entrepreneurs adopted on their journey from rags to riches.

Business News

The Scam Artist Who Robbed Backstreet Boys and NSYNC Blind. 'Some of the Guys Couldn't Pay Their Car Payment.'

In the 1990s, Lou Pearlman made millions creating the Backstreet Boys and NSYNC. It was all a giant Ponzi scheme.

Business News

Mark Cuban's Grocery Store Hack Will Help You Score Cheaper Produce

The billionaire talked about his early days in Dallas when he was strapped for cash.