Using stories to communicate your brand is often called brand storytelling. Get it right and you’ll benefit from more customers, but it’s not as easy as you think.

There is plenty of talk about brand storytelling around the business world today and companies are implementing this approach with various degrees of success and failure.

Like any emerging business trend, there are common mistakes being made. Before we look at these typical roadblocks that companies are facing, it’s worth defining both brand and brand storytelling.

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