Tag Archives: Hub Communications Lab

Hub Communications Lab: Storytelling

This is the fourth post in what we intend to make a weekly series, brought to you by the Hub Communications Lab.  The idea is that you have questions about marketing and communications, and other Hub members have access to answers.  Submit your questions to meredith.walters@the-hub.net and then watch this space.   And if you need more info, let us know and maybe we’ll put together a workshop if there’s enough interest!

What is the importance of “storytelling”?  Isn’t this a bit artificial when you’re trying to create something authentic?


Having a good “story” isn’t as made-up as it sounds.   Nor is it as difficult as it might seem.  Each of us has a story that makes us interesting as people and that also makes us memorable.   As we look for the right partners, customers and even funders, our story becomes the critical method by which we become credible and communicate the power of our offering and needs.

The importance of story is to convey meaning and experience.  There are many resources (a few are listed below) to get you on your path to thinking about your own brand and business story but really it starts with who you are and your personal passion. Continue reading

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Hub Communications Lab: What Is Brand Essence?

This is the third post in what we intend to make a weekly series, brought to you by the Hub Communications Lab.  The idea is that you have questions about marketing and communications, and other Hub members have access to answers.  Submit your questions to meredith.walters@the-hub.net and then watch this space.   And if you need more info, let us know and maybe we’ll put together a workshop if there’s enough interest!

I hear a lot about the term “brand essence”.  What is it and why is it important?


Brand essence is what your brand intangibly stands for.  It sets you apart from your competition.  It can be described as similar to your own personality – there is just “something” that sets you apart from all the other human beings in the world.  You have developed that essence over time by all of your collective experiences, thoughts and activities.  Your family and friends know what to expect from an interaction with you. Continue reading

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