Category: B2C Marketing

Stop Letting Good Content Go to Waste: How to Refresh Outdated Content for SEO in 2026

You put a massive amount of time, energy, and resources into creating content for your website. It takes work to produce high-quality insights for your audience. Because of that, watching a great blog post drift into the dark corners of your archives can feel incredibly frustrating.

Many businesses treat old content like an old calendar, assuming its shelf life has expired. In today’s search landscape, that mindset is a missed opportunity. Your past content can be your highest-value digital asset. Finding smart ways to repurpose and refresh your outdated material is the fastest way to get more out of your marketing investment.

At Green Apple Strategy, we frequently help our clients look “under the hood” of their existing content libraries. By applying targeted SEO updates, we consistently see dormant pages turn back into active lead generators.

How to Refresh Outdated Blog Content for SEO Success

If you want to breathe new life into your archives, here is how to refresh your content for the current search environment.

Look for the Content Red Flags

Before you start rewriting every old article, you need to know where your energy will have the biggest impact. Our SEO team looks for three specific warning signs that a post is starving for a refresh:

The Dwindling Star: Look for posts that brought in massive traffic a year or two ago, but the numbers have steadily dropped. This trend can indicate a strong article is becoming less and less relevant in search results and is potentially outdated compared to other sites.
The Dated Title: If your title includes a specific year, like “B2B Marketing Strategies for 2024,” users will actively skip it in search results. They assume the information is old news.
The Fast-Moving Topic: Industry landscapes change quickly. What you wrote about AI or compliance twelve months ago might not be accurate today. Reconsidering these fast-moving topics keeps your brand authoritative.

Alternatively, look for your low-hanging fruit. If a post is sitting at the bottom of page one on Google, it already has authority. Adding a few fresh insights or missing details to that specific page can give it the push it needs to claim a top spot.

Restructure for Google’s AI Search Summaries

Search engines look very different than they did even a few years ago. With Google relying heavily on AI search snapshots to answer user queries instantly, your formatting matters just as much as your message.

To make your old content visible to modern AI search tools, you need to focus on clear, direct headers. Instead of using a vague headline like “AI: What You Need to Know,” change it to a highly descriptive phrase like “How AI is Impacting B2B Search Outcomes.”

AI tools look for direct answers to specific human questions. Building short, punchy summaries directly underneath your main headers increases the chances that Google will pull your content into an AI summary box.

Beef Up the Depth and Optimize Titles

When we overhaul an outdated post for our clients, the most dramatic traffic spikes come from a few structural tweaks. You do not necessarily need to change the entire premise of the article. Instead, focus on increasing the value of what is already there.

Update old statistics with current data. Add a fresh project example or a relevant local case study to make the piece feel tangible. Most importantly, optimize the SEO title and meta description. Making your titles more direct and benefit-driven can instantly increase your click-through rates, turning a post that gets one or two clicks a month into a steady source of fresh inquiries.

Turn Your Text into Multi-Channel Assets

Repurposing does not have to stop on your blog page. Once you have a polished, updated article, look for ways to slice it up for other platforms.

If you have a comprehensive guide, pull out the key statistics and turn them into a visual graphic for social media. Take the main talking points and use them as the outline for a quick video or an interactive podcast episode. People digest information differently. Reformatting your existing text for different channels allows you to expand your reach without starting from a blank page.

Feed Your Email Nurture Campaigns

If you have written three or four solid articles on a similar theme over the years, you have the foundation for a highly effective email sequence.

Instead of letting those updated posts sit passively on your site, package them into a valuable educational series or a monthly newsletter feature. You can build automated email journeys that deliver these refreshed insights to new prospects the moment they join your list. It keeps your brand top-of-mind while maximizing the creative work you have already completed.

The Bottom Line

When it comes to your digital strategy, the best move is to work smarter, not harder. You do not always need to create more content. Often, you simply need to maximize the content you already have.

Refreshing your archives protects your past investments, builds your search authority, and ensures your audience always sees your finest work.

Is your website sitting on hidden marketing potential? Connect with the Green Apple team today to schedule a strategy session, and let’s turn your old content into new growth.

Google Search in 2025: Stats You Need to Know

Google search is a living, breathing entity, constantly evolving and adapting. What worked last year might not cut it in 2025. The rise of AI-powered search results has shifted how we think about content creation. Staying ahead of the curve is crucial for any business looking to thrive in the digital landscape.

At Green Apple Strategy, we understand that navigating SEO changes can feel overwhelming, especially for small and medium-sized businesses with limited marketing resources. That’s why we’re passionate about distilling the most important digital marketing trends and helping our clients incorporate them into their overall marketing strategy.

In this article, we’re highlighting some of the most impactful Google search statistics you need to know for 2025, tailored for both B2B and B2C businesses.

2025 Google Search Statistics for B2B Companies

1. 66% of B2B buyers in the US search online for products or companies before making a purchase. (SEOProfy)

FACT: Your potential B2B clients are doing their homework online before they even pick up the phone. They’re using search engines to actively research products and companies to find the best fit. This means a strong online presence is a necessity. If your website isn’t informative, easy to navigate, and optimized for search, you’re missing out on a huge chunk of potential business.

2. 30% of B2B companies prioritize SEO and place it as the second most popular marketing investment. (Statista)

SEO is not just about getting your website to rank higher; it’s about making sure the right people find you when they’re actively searching for what you offer. That’s why so many B2B companies are putting their money where their mouth is and investing in SEO. It’s a long-term play, but the payoff can be huge, attracting qualified leads and driving sustainable growth.

3. 57% of B2B businesses believe their SEO and content strategy generates more leads than any other marketing channel. (Gitnux)

Here’s a stat that really speaks to the power of SEO and content: over half of B2B businesses see SEO as their top lead generator. That’s because when you combine solid SEO with valuable, relevant content, you’re creating a magnet for potential customers. When people are searching for solutions, your content can position you as the expert, building trust and driving them further down the sales funnel.

4. Video is the media format that has the highest ROI, followed by images, blog posts, podcasts, or other audio content. (HubSpot)

In today’s fast-paced world, B2B buyers are looking for information they can consume quickly and easily. That’s where video content can shine. It’s engaging, informative, and can convey complex ideas in a digestible format. Whether it’s product demos, explainer videos, or customer testimonials, video content can significantly boost your ROI. And don’t forget about images, blog posts, and podcasts! They all play a role in creating a well-rounded content strategy that resonates with your B2B audience.

5. Businesses experience an average close rate of 14.6% from search engine leads, significantly higher than the 1.7% from traditional outbound methods. (LeadForensics)

Potential customers who are searching on Google are actively looking for solutions; they’re raising their hands and saying, ‘I need this!’ So, when they find you through search, they’re already primed to buy. It’s like having a pre-qualified audience knocking on your digital door, ready to do business. That’s why investing in SEO can be a game-changer for your bottom line.

2025 Google Search Statistics for B2C Brands

1. 46% of all searches on Google are for a local business or local service. (Search Engine Roundtable)

Think about your own search habits for a second. How often are you typing in ‘restaurants near me’ or ‘plumbers in [your town]’? As it turns out, nearly half of all Google searches are people looking for something local. That’s a massive opportunity for B2C businesses! If you’re not optimizing for local search, you’re missing out on nearly half of your potential customers.

2. After searching on a smartphone for something nearby, 76% of people end up visiting the business within one day. (Google)

This stat highlights the importance of mobile optimization and a strong local presence. If your website is slow or your information is hard to find on mobile, you’re losing out on immediate foot traffic. You want to be that top result searchers find on their phone so that they visit your business on the same day.

3. People are 70% more likely to visit a business with a complete Google Business Profile. (GPO)

Your Google Business Profile is like your digital storefront. And just like a physical storefront, you want it to look its best! That means filling out all the details, adding photos, and keeping your information up-to-date. Think of it as an online handshake. A strong, complete profile builds trust and encourages people to take that next step and visit your business.

4. Updating your existing content with new images and rewritten text can increase organic traffic by 111.3%. (SEOProfy)

You don’t always have to create brand-new content to see a boost in your SEO. Sometimes, a little refresh is all it takes. It’s like giving your old content a facelift, making it more relevant and engaging for both search engines and your audience. So, don’t forget to revisit your old blog posts and web pages—a little TLC can go a long way.

5. 73% of B2C marketers use keyword research tools for search engine optimization while working on content creation. (Content Marketing Institute)

When it comes to creating content that actually gets seen, keyword research is your best friend. This ensures that your content is not only valuable but also discoverable. It’s like speaking the same language as your potential customers, making it easier for them to find you online.

Your SEO Advantage: Partnering for Digital Success

Staying informed about the latest Google search statistics is essential for any business looking to succeed in the digital age. As a full-service marketing agency, we’re committed to helping our clients leverage every available tactic to achieve their growth goals.

The Orchard, our freelance team of specialists, includes seasoned SEO experts who can help local companies enhance their brand visibility and improve their online presence. If you’re looking to maximize your SEO efforts or improve your Google ranking, our team has the experience and tools to help. Contact us today to learn more about how we can help you achieve your marketing goals.

Spring Cleaning Your Brand: Inspiring & Effective Examples of Brand Refreshes

Spring is in the air, and so is spring cleaning. While we organize and reset our living spaces, let’s consider another area that could benefit from a refresh too: your brand.

It’s normal for a brand to update its visual identity, messaging, and digital presence to stay fresh and relevant. A brand refresh also helps re-engage your existing audience, attract new customers, and re-emphasize your core values. A successful brand refresh can include updated logos, messaging, and visuals that connect with your constituents and work together to improve your bottom line.

To inspire you to spring clean your brand, here’s a look at some of our favorite refreshers and why they worked.

Brand Refresh Versus A Rebrand

Keep in mind that a brand refresh is different from a rebrand. While a rebrand provides an entirely new identity, a refresh involves smaller tweaks that freshen things up without a total overhaul. A refresh can be a good fit for brands that want to keep the same core values and mission statement, have existing customers with a high level of brand engagement, or update a few elements to stay competitive.

Inspiring and Effective Brand Refreshes

Burger King

As one of the oldest fast-food chains, Burger King has a longer history than many of its modern-day competitors. In 2020, the burger chain updated its logo, typeface, and employee uniforms to pay homage to its retro roots. While other brands are leaning into a more modern aesthetic, Burger King’s rebrand drew inspiration from their 1969 logo, a strategic decision that allows them to stand out in a market that is otherwise full of clean lines and sleek designs.

Dunkin’

Your brand’s logo communicates an important message about your business. So, if your business changes directions, your logo should too. When Dunkin’ Donuts pivoted to an expanded menu beyond serving only coffee and donuts, they decided to reflect the change in their name. The company removed the coffee cup from the logo and dropped “Donuts,” shortening their name to “Dunkin’.” They kept the signature pink and orange color scheme and rounded typeface, showing that a successful update can occur without completely veering from your brand’s original visual identity.

Newcore Capital

Newcore Capital, a growing UK brand in property fund management, needed a brand identity that would differentiate it from competitors. At the same time, the brand wanted to be recognized as proven and respected and tell an impactful brand story. For this refresh, a new color palette, font, and visuals made sense to elevate the brand and communicate the desired message with an authentic feel.

Gucci

As a 103-year-old fashion retailer, Gucci is having a pop-culture moment—and not by accident. This powerhouse brand understands that it sells more than a product; it sells a story. While Gucci’s popularity has seen ups and downs, it’s currently one of the largest luxury brands in the world because of a pivot in brand narrative. Now, Gucci’s “maximalist, dream-like, and aesthetically excessive universe” allows the brand to be instantly recognizable.

Green Apple Strategy

Our marketing agency implemented a brand refresh of our own in 2023. As part of the process, we chose a new color palette and new brand fonts for print and web use. Green Apple’s previous color palette featured nine vibrant primary and secondary colors, while our new palette has six muted, modern tones. We also simplified our font selection to include one serif and one sans serif option in addition to our logo. The refresh updated Green Apple Strategy’s visuals with a culturally relevant, professional look and feel.

One that Missed the Mark

WE ❤️ NYC

The iconic I HEART NY logo was created by graphic designer Milton Glasner in the 1970s. In 2023, a WE HEART NYC was unveiled to replace Glasner’s original. The new design was a flop, failing to resonate with residents and visitors. As one person shared on X, formerly Twitter, “I think the city that currently owns the most iconic branding in the entire world should not rebrand.” We must say we agree. It’s essential to consider your brand’s existing equity before making significant updates, changes, or refreshes and get valuable customer feedback before moving forward on major initiatives. As Burger King, Dunkin’, Newcore Capital, and Gucci have shown us, you may be able to build on what you have instead of starting over!

Develop the Perfect Brand Refresh

Like spring cleaning, refreshing your brand is hard work when it’s done well. Our team at Green Apple Strategy is here to help lighten your load. We can identify which brand elements could benefit from an update, design new visuals, strategize on how to introduce them to your audience, and more. Contact us today to get started.

Introducing Olive + Leo: Green Apple’s New Venture to Elevate Customer Loyalty in the Hospitality Industry

The rise of Nashville’s popularity in recent years has been nothing short of remarkable. The “It City” has experienced exponential growth, fueled by an influx of visitors seeking to immerse themselves in Nashville’s music scene, big events, honky-tonks, hot chicken, and hashtag murals. Nashville’s tourism industry generated record economic activity for the city in 2022 with unprecedented hotel performance. The city’s tourism industry is currently undertaking a five-year strategic plan to maintain the momentum and keep Nashville in demand as a destination.

For the bustling hospitality industry, the challenge of attracting and retaining customers has never been more pronounced. The stakes are even higher for independent hospitality businesses as they work to compete with bigger brands that have marketing budgets to match.

About Olive + Leo

Samantha Pyle, founder and CEO at Green Apple Strategy, saw an opportunity to help these smaller businesses compete. In February 2024, Sam and the Green Apple team launched Olive + Leo. O+L offers a streamlined text marketing and digital engagement platform to help restaurants and other hospitality businesses grow their audiences and build customer loyalty in an increasingly crowded marketplace.

“It’s never been more important or more challenging for hospitality businesses to find their audiences and tap into the loyalty they’ve inspired through the food, drinks, and atmosphere they’ve worked so hard to create,” said Pyle. “Customers crave genuine dialogue with the brands they love, but it’s largely up to those brands to meet their customers where they are to share their stories and make a personal connection.”

Instead of the full-service agency route, Olive+Leo is a user-friendly digital platform built specifically for hospitality. The platform combines the power of text marketing, digital loyalty programs, email strategy, and social media magic to allow businesses to stand out and build a loyal following. What we do is represented in our name. The olive is a plant that represents hospitality, warmth, and welcome, while the name Leo represents a canine symbol of loyalty.

“When eight out of ten customers are messaging with their favorite brands on social media, even the smallest restaurant operation can no longer afford to consider digital engagement an optional investment. It’s essential, and we created Olive + Leo to provide an affordable solution that levels the playing field for hospitality businesses, regardless of their size.”

With pricing to fit budgets of all sizes, Olive + Leo offers a wide range of effective, affordable customer engagement resources within one simple “handheld hospitality” solution, including online and in-person customer database enrollment, an intuitive SMS and MMS service with trackable promotions and performance metrics, turnkey social media strategies, and a comprehensive email marketing platform. Users can also choose between DIY and fully managed accounts based on their capacity and needs.

At Green Apple Strategy, we’ve had the privilege of working alongside some iconic restaurants over the years. We love helping businesses thrive, but the unique challenges of restaurant marketing often make it tough to afford a full-service agency. We’re so proud to offer the hospitality industry an affordable option that will allow their business to not only stay afloat but thrive for years to come.

See how Olive + Leo can elevate your customer experience, forge lasting connections, and supercharge loyalty.

Offering Strategic Solutions and Services to Help Businesses Grow

At Green Apple, we’re more than a marketing and PR agency. Strategy is at the core of everything we do. Learn about our process and how we can help you achieve your specific goals. If you have questions or want to discuss your needs, our team is here to help.

Cracking the Gen Z Code: A Small Business Marketing Guide to Gen Z Engagement

Gen Z, the generation born between the late nineties and mid-2010s, makes up more than one-quarter of the world’s population, and their buying power exceeds $140 billion. With so much competition on the horizon, how can small businesses leverage their brands with this socially conscious, diverse demographic of up-and-coming decision-makers?

Increasing Engagement with Gen Z

Be Authentic

Gen Z likes to support brands with beliefs and value systems that genuinely align with their own. However, promoting values like sustainability, DE&I, and others must be done in a truly authentic way and not just clever marketing to drive sales. Small businesses can show commitment to significant issues by focusing on the human element behind their brands and building transparency by going “behind the scenes” or sharing where and how products are sourced to promote sustainability.

Include User-Generated Content

Another way to effectively demonstrate authenticity is with user-generated content. Showcase positive customer experiences and reviews, or ask current customers to upload DIY videos and share what they love about a particular product. Gen Z thrives on experiences, so seeing a real person use, enjoy, and demonstrate how a product looks, feels, and works can help your potential customers imagine what their own experiences will be like!

Offer Sales and Promotions

Capture Gen Z’s attention with a sale or promotion. According to Campaign Monitor, nearly 83 percent like to receive promotions. HootSuite reported similar findings, with “discounts offered” cited as the number one motivator for getting Gen Z to engage with a new brand.

Collab with Influencers

Twenty-four percent of Gen Z women say that they are most likely to turn to influencers when learning about new products to buy. The reason is simple: they like to buy from brands they trust, and they hear about brands they trust from influencers they trust. Successful influencers share information in a manner that captures attention and forms connections; they are interesting, often funny, and always personally engaging.

Choose the Right Social Media Channels

As the first generation to fully grow up in the digital age, Gen Z’s lives have almost always included social media, and they prefer to connect with brands this way. However, not all channels are created equal, and each brand needs its own unique mix of social media channels.

For Gen Z, Facebook is for gleaning information, X is for news, Instagram is for showcasing an aspirational aesthetic, and Snapchat is for connecting with friends daily. But TikTok is the best bet for selling brands and products, with Gen Z women ranking its influence on purchasing decisions second only to “recommendations from family and friends.”

Connect with Emails and Newsletters

We know social media works with Gen Z, but what about email? A report by Campaign Monitor shared that email is Gen Z’s second-most preferred channel for brand engagement. Gen Z is constantly online, and many check their email multiple times per day. However, most receive less than 20 emails a day. This means there is less competition in an inbox than on social media. Moreover, Gen Z indicated they want to hear from brands up to a couple of times a week.

Keep in mind that Gen Z has an average attention span of eight seconds, so strong copywriting will be key for maximum results. While you should engage with potential customers on multiple channels, including email and social media, you’ll want to change up your messaging across platforms to keep things fresh.

Strategize with Green Apple

When it comes to building a successful marketing plan, our team at Green Apple understands that marketing does not operate in silos. We will take time to understand your business and your needs to develop an engagement strategy for Gen Z—and all the generations you serve. Contact us today, and let’s get the conversation started.

Sleighing Social Media: How to Keep the Spirit Alive During the Holidays

hands holding a festively wrapped gift box

The holiday season is a time when social media comes alive with festive cheer. Businesses are vying for attention while also trying to capture the holiday spirit. If done well, holiday marketing on social media can be some of the most valuable content you produce.

We’re here to guide you through some simple yet highly effective ways to enhance your social media efforts during the holidays. Read on for some tips to capture the festive spirit and give your brand a competitive edge in your social media posts.

Create a Holiday-Themed Content Calendar

Planning in advance is key to successful holiday marketing. Create a holiday-themed content calendar for the days, weeks, or months you want to focus on, and plan a number of posts to celebrate the season. Not only does a content calendar help you stay organized and consistent, but it’s particularly helpful in planning ahead during a season when many of your employees are taking time off.

Ensure you’re utilizing the right social media marketing tools to help guide your strategy toward success.

Drop the Hard Sell Approach

We know the holiday season is an opportunity for many businesses to boost sales, but there’s more to it than just pushing products. Take a step back to think about how you can soft-sell your product during this season. Here are a few ideas:

Share user-generated content
Share stories about your team members or any holiday traditions at your company
Share customer stories, testimonials, and reviews
Take a conversational approach

By focusing on meaningful non-sales content, you can make an impact and build a deeper connection with your audience, giving your brand greater resonance even after the holidays.

Be Inclusive of All Holidays

There are billions of people on social media, all with different beliefs, traditions, and customs. By showcasing your awareness of this fact, you can appeal to a much larger audience and show current and potential customers that you’re an inclusive company. Add all of the upcoming holidays to your content calendar and embrace the spirit of the season through the beauty of diversity and inclusivity!

Design Gift Guides and Highlight Gift Ideas

Instagram is a popular social media platform for holiday marketing because of its visual nature. You can enhance the visibility of your best deals, promos, and events by showcasing them in your bio links and highlighting them in shoppable posts. Create content that focuses on gift ideas or holiday shopping guides relevant to your products or services.

Showcase a Charity or Nonprofit Organization

Share the love this holiday season and showcase a cause you and your audience care about. Shine the spotlight on the nonprofits you support by sharing photos and videos of your team volunteering and infographics about the organization’s impact. Don’t forget to tag the nonprofit on all platforms for additional organic reach!

Engage Your Audience

Social media platforms offer a variety of engagement features you can use to help show your brand’s personality. Organize fun and engaging contests or giveaways, or schedule holiday-themed polls, questions, and quizzes on your stories to encourage user participation. Infuse a little joy, playfulness, and holiday spirit into your content, and your audience will respond positively.

Share User Generated Content

User-generated content is a great tool to boost interaction and build an authentic connection with your audience. It also doesn’t take much legwork. Repost or retweet user-generated content that showcases your product or service being used during the holidays. If you don’t have much user-generated content to choose from, ask followers to share their holiday stories, photos, or ideas related to your product or service. This is a great way to build a library of content that you can use all year long!

Collaborate with Influencers

Incorporating influencers in a planned holiday campaign could help you reach a wider or even untapped audience. Influencer marketing is a proven and reliable method for generating brand awareness year-round. According to a Q3 Sprout pulse survey, 89% of marketers agree influencer marketing impacts their brand awareness. The authentic content micro-influencers (influencers with 10,000–100,000 followers) are known to produce is just one benefit of working with them.

Analyze and Adjust

Take a step back and look at the analytics. Your data from the previous holiday season can equip you with meaningful insights that guide your future content. Understand what performed best and adjust your strategy accordingly. A thorough analysis can help you plan for seasonal content for next year and beyond.

Let Us Help You Reach Your Goals

At Green Apple, we help our clients build effective campaigns for the holiday season and all year round. If you need some guidance and support from marketing and PR experts, we’d love to discuss your goals and figure out how we can help you reach them. Contact us anytime to start the conversation. You can also subscribe to The Core, our monthly newsletter, to get the latest marketing insights and inspiration delivered directly to your inbox. Happy holidays and happy social media marketing!

How to Create a Marketing Moat

In the ever-evolving world of marketing, businesses are constantly searching for ways to stand out from the competition to achieve long-term growth. Just as castles were fortified with moats to protect against attacks, today’s business owners can create their own “marketing moats” to maintain a competitive edge and better protect their market share.

Build a Strong Brand Identity

The impression that your brand makes on a customer can help you stand out from competitors. Develop a memorable brand story. Brand storytelling explains your differentiators and humanizes your brand. It helps customers understand who you are and why your business exists. Building a strong brand or achieving brand recognition can create a marketing moat that keeps customers returning because people prefer brands they recognize.

Another impact of building a compelling brand story is creating a bond with your customers. This connection can foster trust and loyalty, which can turn into positive feedback and testimonials. You can use this feedback to promote the strong relationships you build with customers, which strengthens your marketing moat.

Clearly Define Your Unique Value Proposition

Identify what sets your brand apart from competitors and communicate why customers should choose your products or services. Here are a few ways to identify your unique value proposition:

1. Understand your target audience.

2. Analyze the competition and identify gaps in what they offer. Capitalize on these gaps.

3. Determine what makes your business unique and highlight those aspects.

Be sure to integrate your unique value proposition into all of your marketing and messaging consistently. Check out Green Apple’s approach to building a marketing strategy for tips to ensure your strategy is set up for success from the start.

Invest in Consistent Content Creation

Produce relevant and engaging content that resonates with your target audience. This can include blog posts, videos, curated social media content, paid media efforts, email marketing, and more. Establish credibility by positioning yourself as a thought leader in your industry and offer valuable insight through white papers, webinars, online courses or trainings, and free consultations. All these resources can be promoted on social media and through email marketing. A well-executed content calendar and email marketing strategy can help you plan and organize your content so it remains relevant and consistent.

Work With Us To Build Your Marketing Moat

At Green Apple, we help business owners execute ideas with a solid strategy behind our approach. Let us help you build a marketing moat that will lead to long-term success by establishing a presence that stands out from the competition. To learn more about our process and discuss how we can help, contact Green Apple Strategy.

From Idea to Impact: How to Develop a Memorable Brand Story

Every successful company started as an idea.

Whether it was a concept sparked by a business conversation or originally written down on the back of a napkin, every brand has a story to tell about how it evolved from idea to impact. As a marketer or business leader, your ability to tell that story (i.e., brand storytelling) affects how well your potential customers remember who you are, connect with your mission, and care about your products or services.

Brand storytelling not only explains how you differ from your competitors; it also humanizes your brand in a way that allows people to relate to it. It helps customers understand who you are and why your business exists.

For example, Green Apple Strategy was founded as a marketing and PR agency that builds marketing strategies with the entire business in mind. Rather than offering “one-off” marketing projects like creating a website or managing social media, we come alongside businesses to develop and implement marketing strategies with their “core” business areas in mind. As a result, a big part of our work has been helping businesses find their “story” and tell it effectively in today’s digital age.

Develop a Blueprint for Memorable Brand Storytelling

After working with dozens of clients in various industries over the years, here are a few best practices we’ve learned when it comes to developing your brand’s story:

Discover your why.

To borrow the famous adage from Simon Sinek, “People don’t buy what you do, they buy why you do it.” Discovering your why when marketing your business should always be step one. Rather than leading with your products, services, or solutions, take a step back and examine the motivation behind your actions. It’s more than just making a profit (or at least, it should be). It’s the big, bold vision that motivates your company.

Help your audience see themselves in your story.

While your brand story unpacks your origin and unique differentiators, it’s essential to remember that the best marketing makes your audience feel like the hero in the story. It’s important to make sure your audience can see themselves in your brand story. That means highlighting their specific challenges or obstacles and why you care about helping them solve the problem.

Make sure your brand story aligns with your business goals.

Your brand story should align with your business goals and integrate into all areas of your business—including marketing, sales, and all internal and external communications. Potential goals to build your story around include revenue growth, clarifying what your business offers, differentiating from other companies, or growing brand awareness.

Don’t forget to be human.

Remember, people connect with people. Your brand story should have personality. Boring books don’t attract readers. In the same way, your brand story should be inspired by the presence of people who participate and develop your company — written with the specific personality that represents your company.

Questions to Help With Brand Storytelling

As we work with brands, we get to know their history, unique value proposition, ideal target audience, and dreams for the future. Each of these impact the brand story we craft. While it’s important to create a unique narrative, here are a few helpful questions that could help you identify the important elements and narrative arc of your brand story:

1. How and why was your company founded? What inspired its creation?

2. What were the specific challenges or problems your company sought to address in the market? How does that connect with the problems you seek to address today?

3. Were there any significant events, experiences, or turning points that shaped the early days of your company?

4. What were the core values, principles, or beliefs that guided the founders in establishing the company?

5. Did your company experience any transformative moments or breakthroughs that set it apart from competitors?

6. Who is your target audience? How does your product or service positively impact the lives of your customers?

7. What is your company’s vision for the future? How do you plan to evolve and make a positive impact?

Take Your Brand Storytelling to the Next Level

Creating a compelling brand story is worth it because it becomes something to reinforce in every marketing campaign. If you’re struggling to identify a brand story or marketing message that resonates with your audience, our team can help. Reach out to our team to learn more about our process or schedule a time to chat.