The biggest mistake businesses make with their marketing is not understanding their brand or their audience. I really like StoryBrand. After learning about it in school, everything clicked for me. Marketing is storytelling. Your brand is the hero of the story, your audience is the protagonist on a quest, and your goal is to reach them and help them solve their problem. There are obstacles in your way (brand awareness, comprehension, associations, and affiliation), and each br

Brand expert Jim Signorelli is the author of StoryBranding and StoryBranding 2.0. The StoryBranding process is very similar to social...