How to Use Strategic Narrative for Brand Growth with Andy Raskin - JUST Branding Podcast S05.EP08

In this episode Matt and Jacob sit down with the master of 'Strategic Narrative' Andy Raskin.
Andy walks through how to create a narrative which positions your brand as the front runners in a movement and how this cuts through noise and galvanises companies around a powerful purpose.
If you want help punching up your brand positioning, this episode is not to be missed.
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[@durangdaa1321]

Great episode.
However, I am still NOT clear regarding how the Strategic Narrative is DIFFERENT from a Story?

[@JUSTCreative]

A brand story and a strategic narrative are both essential elements in business communication, but they serve different purposes and have distinct characteristics:
Brand Story
• Focus: The brand story centers on the history, values, mission, and personality of a brand. It emphasizes the emotional connection between the brand and its audience.
• Content: It includes the origin of the brand, its journey, key milestones, challenges, and triumphs. It also highlights the brand’s core values and what makes it unique.
• Purpose: The primary goal is to create an emotional bond with the audience, making the brand relatable and memorable. It aims to foster loyalty and trust by humanizing the brand.
• Audience: Mainly targeted at customers and consumers. It’s designed to resonate with people on a personal level and create a loyal following.
• Tone: Often more personal and narrative-driven, using storytelling techniques to engage the audience.
Strategic Narrative
• Focus: The strategic narrative, on the other hand, is broader and focuses on the company’s vision, strategic goals, and the larger market or industry context. It outlines the company’s place in the market and its future direction.
• Content: It includes the company’s vision, mission, market position, strategic goals, competitive advantages, and how it plans to achieve its objectives. It may also address industry trends, challenges, and the company’s responses to these factors.
• Purpose: The primary goal is to align stakeholders, including employees, investors, partners, and sometimes customers, with the company’s strategic direction. It’s about creating a shared understanding and commitment to the company’s long-term goals.
• Audience: Targeted at a broader range of stakeholders, including employees, investors, partners, and sometimes the media. It aims to unify these groups around a common vision and strategic plan.
• Tone: More formal and comprehensive, focusing on strategic insights, future planning, and market positioning. It’s less about emotional connection and more about clarity, direction, and alignment.
Summary of Differences:
• Purpose: Brand story focuses on emotional connection and loyalty; strategic narrative focuses on alignment and strategic direction.
• Content: Brand story includes brand history and values; strategic narrative includes vision, strategic goals, and market positioning.
• Audience: Brand story targets customers; strategic narrative targets a broader range of stakeholders.
• Tone: Brand story is personal and narrative-driven; strategic narrative is formal and comprehensive.

[@durangdaa1321]

@@JUSTCreative Thank you for your prompt reply. This clarifies so many things