Boost Your Brand With Effective Storytelling

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Samantha Carroll as they chat about the importance of integrating storytelling in your business and personal brand’s marketing mix.

As CEO and Principal Consultant of Once Upon A Brand, Samantha drives high-profile communications projects, ideates strategies, and defines messaging development for established and growth-stage clients, specializing in healthcare, advocacy, and education sectors. Samantha has advised organizations on ways to increase brand awareness and understanding and position themselves as industry leaders. Previous clients have included Mary’s Center, Walden University, IPS Learning (now Korn Ferry), Mylan Enterprises, Prevent Child Abuse America, and Historic Ships (in partnership with the Maryland Office of Tourism) on behalf of Maryland Fleet Week.

Samantha has been a Featured Expert on the Catalant blog, a Series Writer for Bloomberg BusinessWeek’s MBA Journal, and created content for The George Washington University Center for Entrepreneurial Excellence and Center for Integrative Medicine on behalf of the mindfulness program. In 2023, she led Once Upon A Brand to win a PRSA (Public Relations Society of America) Pepperpot Award for excellence in Executive Communications. Samantha has been an invited Speaker at Georgetown University McDonough School of Business, where she also obtained her MBA, lending her experience to graduate students interested in entrepreneurship. She graduated cum laude with Honors in Economics from Emory University.

In this Episode:

• Samantha talks about the importance of brands integrating storytelling into their marketing.
• Samantha says we often identify with the characters we're seeing, resulting in a better connection with the brand.
• Samantha discusses specific tactics lawyers can use to integrate storytelling into their marketing.
• Samantha talks about using testimonials to help build your stories.
• Samantha also says we need to rely on data we've collected to understand our audience and influence consumer behavior.

Quotes from this Episode:
“Stories as a piece of the marketing mix are an incredible way to connect with audiences.” – Samantha Carroll
“Facts tell. Stories sell.” – Samantha Carroll
“The storytelling piece has a different way of cutting through that noise and grabbing someone's attention.” – Samantha Carroll
“When we dig into the data, And we create a narrative around it or a way to use it to influence consumer behavior. That's where the real, you know, light bulbs, I think, go off.” – Samantha Carroll
“We want to think about how to connect the value of what you've done throughout your career to the experiences. And that's how we create the story.” – Samantha Carroll

Resources:

Samantha Carroll:

LinkedIn: Samantha Carroll
LinkedIn: Once Upon a Brand
Facebook: Once Upon a Brand
Instagram: Once Upon a Brand
Website: Once Upon a Brand
Free Workbook: The Consultants Brand Strategy Workbook. The Consultant’s Brand Strategy Workbook is a series of questions for consultants, coaches, and marketers to use throughout the client discovery process or for their own brand development. The workbook is based on years of stakeholder interviewing and learning how to assess the current state and work towards a better one.

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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