In this episode, Ben Baker, founder of Your Brand Marketing (an employee engagement firm) shares how we can write a powerful brand story that boosts referrals. Some insights he shares include:

• How companies get employee engagement wrong
• Is employee advocacy a subset of internal marketing
• Who needs a personal brand story and why
• How to write a brand story
• The biggest mistake people get wrong with crafting a brand story by using the hero's journey formula
• How to write a brand story and repurpose it
• How can you factor your brand evolution into writing your brand story
• How to get customers to tell a version of your brand story
• Are brand stories driven by personality
• Is their truth to the saying that customers must buy into the story not just the product
• Examples of companies sharing great brand stories
• How to help a company, discover and create their brand story assuming that they've already got their mission and vision
• How to persuade customers and vendors to be interviewed and gain their perspectives
• What could businesses do to create a quick win and prove to their leadership that is worth investing in
• Why brand story resonance is important
• How to reiterate and reinforce the brand story at various touch points