Branding Stories: Interview with Ted Matthews, author of Brand: It Ain’t the Logo

I recently interviewed Ted Matthews, who wrote an excellent book on branding,  Brand: It Ain’t the Logo…It’s What People Think of You.

He had me at the “It ain’t the Logo” part of the title because of my own interest in helping employers go beyond the illusion that “getting their messaging right” or spiffing up their recruting collateral material equals “Employer Branding.”

If you’re interested in hearing what I have to say about that, check out Before You Waste Your Time and Money on So-Called Employer Branding.

But what I wanted to share with you in this excerpt from our interview is Ted giving some outstanding examples of how to use stories that:

1. Capture your Employer Brand…and could be used at Job Expos, in Employer Branding Videos, and other Recruiting Collateral
2. Demonstrate a Leader Communicating a Behavioral Vision–i.e. Translating their Mission and Vision into Day to Day Behaviors That Will Make the Mission and Vision a Reality
3. Demonstrate How to Use Stories to Celebrate Employees Making a Difference
4. Capture A Company’s Culture
5. Inspire Employees and Elicit Their “Inner Hero”

This interview is also instructive for would-be storytellers in the business world who are afraid to use stories for fear of them being perceived as irrelevant or fluffy by a skeptical audience. You’ll hear perfect examples of how to use simple, short stories that make ideas come alive. As you listen to them, you’ll notice you’re not thinking “What a long, drawn out story…get to the point.” (which is what people often express as their fear about how others will react).

You will find both the content of the stories as well as how they are used very instructive.

For More Information on Ted Matthew’s work, go to Instinct Brand Equity

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