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Class-Developing Your Brand Narrative

Free for Start Garden members | $25 for non-members.

Developing Your Brand Narrative

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Calling brands "stories" is all the buzz. But what, exactly, does that mean? What is a "brand narrative?" What sort of story is it? What is it about? How should it be structured and told? Who's the protagonist, and what's the plot? Does it have a first, second, and third act? Here's a hint: an effective brand narrative does not just describe the customer's "pain." It's not a company's bio, cool imagery, or anecdotes about happy clients.

Greg Smith will teach you to build a brand narrative that captures your customer's imagination and compels action. This workshop format will include using a Start Garden company as a case study, with participants collaborating to improve its brand narrative.

Your Instructor
Greg is a storyteller who understands not only how and why stories work but how to harness their power for books, brands, and businesses. Greg has written, co-authored, or edited dozens of books and articles, including fiction and non-fiction on subjects as diverse as business management, history, contemporary events, and religion. He is in demand as a ghost writer, collaborator, and freelance editor. He is the founder and chief creative officer of Black Lake Studio, which creates branding and marketing content for print, web, and video. Learn more at

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