In the past few years, the business world has made much ado about the concept of branding—many people throwing around twelve-dollar phrases like “crafting your brand,” “incorporating a solid brand,” and so on.

While this terminology is popular among marketing aficionados, it has unfortunately acquired buzzword syndrome: the word “brand” gets tossed around willy-nilly without anyone taking the time to define it, which leads to a lot of misunderstanding.

Plus, when important business concepts are transformed into jargon, it isolates those ideas from the common folks—simple business people who just want to create a great service and maximize exposure for their product.

Thankfully, there’s a simpler way to communicate the same idea. When marketers talk about the importance of a brand, what they are really talking about is your company’s personal narrative. Stories are the heart of branding—communicating what makes a company your company.....

for more [http://www.globalplusonline.com/resources/news_archive.html/article/2012/10/08/craft-a-company-narrative-the-story-of-you][http://www.globalplusonline.com/resources/news_archive.html/article/2012/10/08/craft-a-company-narrative-the-story-of-you]