Brand Storytelling Becomes a Booming BusinessAs businesses struggle to establish a strong corporate identity, there's no shortage of enterprises waiting to help.
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Whether they realize it or not, many companies don't have an accurate sense of how they are presenting themselves to the public. To help make the message clear, sometimes an outside perspective is in order.
Copywriter Laura Scholes was doing work for some entrepreneurs when she realized that although they offered valuable products, they had no brand identity to support them. "They came to me and said, 'I need help writing my website,' and I thought, 'No, you need help building your brand,'" she says. "They were so concerned with talking about what they did and how well they did it that they weren't connecting with their audience, which is crucial."
Scholes parlayed that realization into an entire new branch of branding services at her San Francisco-based firm, Story House Creative. Just six months after launching, she estimates that branch comprises 25 percent of her income.
