Ben Baker Your Brand Marketing Over the last 25 years I have helped my clients tell their stories.  Enabling them to communicate not only what they do, but why the do it, for whom and enabling those who listen to understand the value to them.   Currently, we work with large to enterprise-level companies to help them tell their story effectively inside their organization.  To stem the tide of the great resignation, dismantle silos and create better and more aligned teams who believe in the mission, vision and value of the company.

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www.marlanasemenza.com Audio: Ariza Music Productions Transcript : Vision In Word Marlana: Over the past 25 years, Ben Baker has helped his clients tell their stories, enabling them to communicate not only what they do, why they do it, for whom, and enabling those who listened to understand the value to them. Welcome, Ben!

Ben: Hey! Marlana. Thank you for having me on the show. It is a pleasure talking to you again.

Marlana: Well, so let's talk about telling an effective story. Because we all know that we need to tell our story. But how do we make it effective? Where do we even start?

Ben: Well, the one thing we need to first understand is, our story's not about us. It's about the people that we affect. And it's about getting people to listen to us to understand the value to them and compelling them to engage or to act or whatever we want them to do. And it's about bringing them into the story, getting them to see it from their first point of view, getting them to understand how that story relates to them. And they can stick a Oh, okay, I haven't done this. But yeah, I've done something similar. And I can see how that relates to this. And all of a sudden, they internalize it, and when they internalize it, they can recall it. And they can retell it in their own words. And that's when the story becomes powerful. But when all we do is make it, I did this, and I did that, and I did the everything. Nobody cares. It's like, Yoh! I woke up, I made a million dollars, and I retired. Who cares? Tell me the story that went along with it. And tell me the lessons you learned and make it relevant to me. And I'm going to care about it.

Marlana: So then, what are some good starting points for us?

Ben: I think the first thing you do is understand who your audience is, because your story is your story. I mean, let's look at a corporate story. You know, your brand marketing started 15 years ago, we started for specific reason, you know, we had specific challenges, we had an idea, we had customers, it evolved, blah, blah, blah, blah, blah. And here we are today. And you know, we can get into that story. But that's what's relevant. I'm going to tell the story differently to you, as I'm going to tell it differently to a CEO, as I'm going to tell it to an operations manager, a technology officer, whoever, because they care about different things. And we need to make it relevant to the person and sit there say, okay, what are the analogies that I'm going to use that are relevant to this audience that that's in front of me, you know, how am I going to make this to a point where they're sitting up and go, Oh, I get that. And telling that story differently to different people, is what makes it relevant. The theme is the same, the lessons are the same. But you know, sometimes you can make it shorter, sometimes you can make it longer. Sometimes you can have more detail, sometimes less. Sometimes you're going to use, you know, this analogy instead of that. But you know, the goal is to sit there and say, Okay, who is this person? What do they care about?...