by Saul Edmonds

A Practical Guide To Brand Storytelling

And do you know what is the most-often missing ingredient in a sales message? It’s the sales message that doesn’t tell an interesting story. Storytelling . . . good storytelling . . . is a vital component of a marketing campaign.
— Gary Halbert

If there is one key piece of advice I can share - that is - to tell your story.

Be authentic. Be brave. Be honest.

Your brand is an extension of your story. Your customers want to get to know you - your business, products and services - and what you stand for, and where you have come from. It matters to your customers.

Tell them. Share it.

Your story is your most valuable marketing tool.
Use your story to grow your business.

In today’s marketing world, connecting with your prospects in a real way is an integral part of business success. Regardless of your industry, your expertise or your particular strategy, finding ways to create an emotional connection with your audience will make a huge difference when it comes to attracting and retaining customers. 

In order to stand out from the crowd and gain a competitive edge in your industry, you have to shift from broadcasting your promise to telling your brand story. 

Well-written business and brand stories are very powerful tools for building trust since they are original, emotional, sharable and memorable. The sharing aspect is what enhances brand awareness regarding your business and brings more potential customers to your business. 

So, what’s your brand story? If you want to write an 'emotionally intelligent’ brand story, but don’t know how to go about it, read on.

What Is Your Brand Story?

Your brand story is a powerful marketing tool, and the best and most effective brand stories are those that engage with your customers. These are descriptive, conversational and inspirational stories that speak directly to your audience to bind your business, product or service to your audience. 

Your brand story is much more than just a narrative or content.

Your brand story is more than content on a website, a message in a leaflet or the presentation you use to pitch to clients or investors. It goes beyond the narrative you tell other people about your business; it includes what others think about your business based upon your brand image; complete with facts, interpretations and emotions.

Everything you do, every aspect of your brand or business, from packaging and selling your products, to the employees your hire is a major part of your story and each element of your brand or business should represent the truth about your business brand. 

If you are interested in creating an effective, sustainable business and build brand loyalty, you must begin with your brand's story. But why is your brand's story so important?

Why Have a Brand Story?

Your marketing efforts must connect in an authentic way with your potential buyers. That’s where your brand story comes into play. While a brand story may not be the only reason a shopper buys a product from an online store, it does influence a sale. Therefore, it is extremely important to have a brand story that resonates with your target audience. 

The key to building a great brand is to place your brand's story in line with the needs of your customers. Businesses that only tell stories about themselves will end up speaking to themselves. On the other hand, companies that allow customers to be a part of the brand story will end up building trust and developing relationships.

Stop using your website to show ads for your business, instead show your visitors how your brand can help them.

Top brands are built on much more than the specifications and utility of their products or services. Your product or service is just one part of your brand story. A prospective customer’s relationship with your business will most likely start before they actually buy your product for the first time. 

How Do You Start To Tell Your Brand's Story?

In order to tell your brand story, you need to understand your business and define the elements that will help you to tell your story effectively. This will enable you to set your brand apart and make emotional connections with your customers and clients. 

An effective brand story strategy will ensure you you stand out, boost brand awareness, build customer loyalty and increase your profits. 

The world’s top brands are not just about products. No matter what industry or stage you are in your business, you should see your brand story as a key element of your marketing mindset.

Your brand story starts with an emotional connection created when your customer hears your brand name for the first time, visits your website, sees your business logo, views your posts on social media or reads your “about us” page. The message you send should not be just your business and how good you are at it, but also about your values and mission. This will help to create the full picture of you stand for as a business.

More often than not, marketing takes place when you are not there and your customers are telling their friends or relatives about the amazing benefits of your product. Let your customers tell your brand's story for you.

Build Characters That People Admire

In each compelling story, you will find a character that connects with the audience. Perhaps it’s the main character, a minor character or just an onlooker whose ideas, personality or role in the narrative persuades and influences the audience opinion. 

It is extremely important to tell a story that your audience will care about. 

Helping your customers resonate with your brand is the best way to create an emotional connection and a greater fan base. 

Be Consistent with Your Brand Message

Confusion can ruin your brand reputation, so make sure that your story is consistent with your image and promise. If your audience cannot meaningfully relate to your brand story in the context of their expectations and perceptions of your business, they will move on and seek another brand that fulfils their needs. 

By creating a compelling and emotionally engaging brand story, you can make your brand more personified and drive authenticity, which helps to create relevance, trust and loyalty. However you tell your brand’s story, be sure to reach out to those who care about your business, your products or services. 

Give your audience a story that they can relate to, to build long term customer relationships built upon trust and positivity.

Are You Telling Your Brand Story Effectively?

At Roundhouse, we are here to help you tell your brand story and grow your brand. We care about you - and we are committed to getting your story out there to the people who matter most - your customers! 

We have a complete range of brand and logo design services - including web development - to ensure that you reach your business goals. Book a free consultation with us today, to learn more about your range of brand services. (link)

Ready to Get Started With A New Brand Design? 

My name is Saul Edmonds and I have over 20 years professional brand design and brand experience. I would love to learn more about your business and help you grow your professional opportunities. Call me for a FREE personal brand consultation today. Let's work together to make your vision a reality.

A Guide to Branding Your Small Business

by Saul Edmonds

How to Successfully Brand Your Small Busines 

“We have a strategic plan. It’s called doing things” – Herb Kelleher

Thinking Big for Small Business

Just because your business might appear small, that doesn't mean you have to promote yourself as a small business.

The internet gives small businesses the opportunity to brand their business in a way that allows you to compete on a global stage with some of the biggest companies in the industry.

Building a compelling and engaging brand takes time and dedication, to achieve the desired result.

Here are a few tips that can help you to develop your brand successfully. 

1. Understanding Your Audience

The brand of your small business has to consist of more than a creatively designed logo to attract potential customers.

Your brand must somehow incorporate a distinct meaning that will help to convey your business core values to the audience.

When you can create a unique relationship with potential customers by way of your branding, you increase the likelihood they will want to interact with your business. The best brands have a way of finding those customers who can benefit the most from the products and services being offered. By marketing to your niche audience - you help to increase the value of your brand.

2. Knowing Your Small Business

Every successful brand design begins with an understand of your core values.

If you can discover the passion behind what drives your company, you can connect much more easily with potential buyers who share those opinions. Connect with your audience by showing them that your team is dedicated to their success, and will use all resources available to help them achieve their goals. That is how you grow your brand and get customers to take notice.

3. Communicating More Effectively

To build a lasting relationship with potential customers, you need to create a positive first impression.

By ensuring that your customers understand how you value responsibility and customer service, you can connect with them effectively for the long term.

Even in the event that your customer has a poor experience with a product or service you offer, if your employees make an effort to not only fix the problem in a timely manner, but communicate to the customer how you are going to fix it so it never happens again, you grow the credibility of your brand.

4. Designing Your Brand

Simplicity always works best when it comes to branding.

The key to branding your small business is to create a brand design that is easy to remember, of simple and elegant design, whilst clearly conveying what your message is.

If your logo can evoke an emotional response from a buyer, you have succeeded. A professional brand design - created within the context of your unique story and business goals - ensures a brand design that will connect with the people who matter most: your customers.

Incorporate a few of these tips into your brand campaigns and you will turn those new customers into loyal customers.


Roundhouse has been delivering tailored design and marketing services since 2001. Our holistic approach to brand design ensures an integrated solution across all of your promotional materials. We strive to tell 'your story' though design. Our talented team of design experts works closely with you to create precisely what you need.

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Book an obligation free consultation today


Learn about our web design here.

See our brand and logo portfolio here.

If you enjoyed reading this article, you may also enjoy the following:

1. How to Sell Your Brand in a Sentence

2. 7 Ways to Boost Your Sales With Social Media

3. A Guide to Brand Communications

Roundhouse - The Creative Agency

Author - Saul Edmonds

Connect with Saul Edmonds on Linkedin here or Google+ here.

Connect with Roundhouse on Google+ here.

See our video portfolio here.

How To Build Your Brand Around a Single, Strong Idea

by Saul Edmonds

Brand Building and The Power of A Single, Strong Idea

Your premium brand had better be delivering something special, or it's not going to get the business.
Warren Buffett

Define Your Key Brand Idea

The key to every successful business is to do something extremely well and then simply refine the process and do it again.

Developing your brand message can help to grow your business more effectively.

To define your brand message - simply identify your key brand concept - and make certain that your brand centers around the core beliefs of that idea. Coming up with that one great idea is actually straightforward. It is in the execution of this idea that many business owners miss the mark.

Here is how you can take your key brand idea idea and bring it to reality.

Ideas First - Get Thinking!

The first thing that you need is the idea.

That is the easy part because there are literally millions of great brand ideas out there. Focus on a single idea you can focus the core beliefs of your company around.

It is then that the hard work actually begins.

So now you have a great idea to use! Is it unique, transformative, and significant enough to engage your customers and motivate them to buy?

If you answered 'yes', the next thing you will need is to develop a strategy for bringing that idea to life. In order for it to work, you must have those steps carefully laid out so you can implement that strategy and keep track of your progress along the way.

Ideas Are Your Best Asset

Even if you feel that your idea might be a limitation because it has a narrow focus, consider that an asset.

Most small businesses cannot compete with large corporations because the bigger companies can continue to draw on their endless resources to make things work. The advantage that a small business has is a 'laser sharp' focus on a key idea that they simply must make work. This 'laser sharp' focus is what brings the idea to reality. Transformative ideas need passion, belief and commitment to work. This is much more powerful that simply throwing money at ideas until one sticks. 

Larger is Not Always Better

A clear focus on one key idea enables your small business to do what it does best - providing genuine 'one to one' service to your customers and delivering on your promises.

This is where the larger companies often miss the mark because their customer service just seems to fall between the cracks. Remember that the larger company is going to spend great resources to monitor thousands of different product lines, while the small business owner is focused on that one proprietary subject that most of their consumers will easily understand.

Think Strategic Niche Marketing

Think about it this way.

There might be several of your competitors offering a variety of services to customers.

If you choose one of those services and focus on being the leader in that service, you can attract people looking exactly for that service. Then they find other things you are good at after you have converted them. The competition is focused on telling the world they offer dozens of different services, and you come in and tell the world you are the leader in one.

As an example, consider this scenario:

There are thousands of companies that sell a huge variety of clothing in their stores. They run flyers each week focusing on discounts across all the product lines. You come in and focus on making the best shirts in the industry. These shirts fit better, look better, and are priced lower. You attract a large audience who comes to trust in your shirts. Now you show them t-shirts, ties, shoes, and they already believe your products are great because your reputation precedes you.

Make a Positive Statement To Your Customers

Ensure that your customers feel positive about using your products or services.

Focus on the feeling you want your customers to experience, and let this inform all areas of your business. The customer needs to know exactly what your brand represents and how it can help them better their way of life.

Inspire Long Term Loyalty in Your Customers

A clear focus on one single idea - ensures you build your brand to strategically represent what is most important. It is via this key, vital message - that you want to be known by to your customers.

There is a huge reward in the clarity that comes with focusing on single idea -  and really and using that idea as the foundation of your brand marketing. That reward is loyalty!


At Roundhouse, we understand how important it is that your brand represent your business effectively to your audience - to ensure that it connects with your customers in a truly memorable way. If you wish to learn more on how your brand can positively impact upon your bottom line, please get in touch today!

We are here to help.

Get started now. Contact us here.

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Book an obligation free consultation with a qualified brand designer.

phone : 1300 727 749 

email :

Learn about our web design here.

See our brand and logo portfolio here.

Discover our app development services here:




If you enjoyed reading this article, you may also enjoy the following:

1. How to market your business with postcards

2. 3 Website marketing strategies that boost your traffic for free

3. 3 Ways to boost seo on your website

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Author - Saul Edmonds

Connect with Saul Edmonds on Linkedin here or Google+ here.

Connect with Roundhouse on Google+ here.

See our video portfolio here.



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5 Essential Elements of a Successful Brand Audit

by Saul Edmonds
5-Essential-Elements-of-a-Successful-Brand-Audit_5 Essential Elements of a Successful Brand Audit.png

What Does an Effective Brand Audit Consist Of?

 Many business owners are well aware of the benefits of being a recognised brand.

Your culture is your brand

Tony Hsieh

The brand of your company is really nothing more than a set of intangible and tangible things.

Consider your brand as a collection of stories, activities, statements, and illustrations of your business - that resonate with your customer and inspire them to have a relationship with you.

When those stories create a rewarding experience for the customer, you can expect that loyalty to translate into repeat business.

Being able to keep your brand in a positive spotlight requires you to take a step back.  A brand audit enables you to understand what works – and what doesn’t.

Here are the five basic elements of the brand audit and how you can implement them in your company today.

1. Brand Communications

Take the time to create a think tank within your company.

Review all marketing campaigns that our have conducted within the past year. Include your social media campaigns and determine if the core beliefs of your company were clearly expressed in those efforts.

During this session, gather input from employees and feedback from customers to tailor a more clear and concise message to broadcast to your audience.

2. Brand Positioning

During a brand audit it is important to get a better understanding of where your company's brand ranks in comparison to competitors in your industry.

Take a meeting with the key management personnel and ask them individually to define the core values behind your brand and key competitors.

Review feedback and determine cost effective ways to promote your point of difference to prospects and customers.

Ensure that all key players within your organization are unified and ‘on board’ regarding core beliefs within your brand.

3. Brand Strategy

Take a closer look at your most recent marketing efforts.

Every campaign should closely conform to the core beliefs of your organisation. If an evaluation uncovers areas that are drifting away from the core structure of the brand, take this time to ensure future campaigns represent your brand more effectively target markets.

4. Customer Analysis

Conduct quantitative and qualitative research with regard to customer loyalty.

Increased customer loyalty is a fundamental goal of brand advertising.

Aim to continually increase brand awareness and build a stronger brand loyalty with every campaign. Ensure that every customer’s interaction with your business reinforces these values. As expectations are consolidated over time and the result is increased consumer confidence.

5. Customer Journey

Study how the customers come to purchase your products, and by what means they were brought to the business.

Understand better their shopping habits and you will uncover their unique buying patterns. Get in the head of your buyer and you will be able to see how they feel towards the overall brand of your business.

Boost your customer loyalty with a professional brand audit

Roundhouse has been providing world class brand design services since 2001. Our expert team delivers innovative and highly targeted brand services with one goal in mind - to boost your leads and expand your customer base. We offer a great range of affordable brand design services that deliver maximum ROI. 

Get started now. Contact us here.

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Book an obligation free consultation with a qualified designer.

phone : 07 5559 0414 (Gold Coast) phone : 07 3102 3622 (Brisbane) 

email :

Gold Coast : 2a/128 Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

Learn about our web design services here.

See our portfolio here.

If you enjoyed reading this article, you may also enjoy reading about the following:
1. A Guide to Brand Communications

2. 6 Essentials for an Effective Brand Identity

3. A Simple Guide to Client Communications

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Author - Saul Edmonds

Connect with Saul Edmonds on Linkedin here or Google+ here.

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A Handy Brand Glossary

by Saul Edmonds

A Glossary of Brand Terms

"Your premium brand had better be delivering something special, or it's not going to get the business."

Warren Buffett

What is a brand? 

A brand glossary

Your brand is a key to your success. The fundamental importance of branding should never be underestimated.

Memorable branding - across online platforms and the offline world - has never been more important than today.

Branding as a broad term has diversified into specialist brand niches.

Brand experts refer to a variety of 'brand terminologies' which seek to address the various aspects of brand management.

Learn more about the science and art of branding with our handy branding glossary below.



Branding Glossary


Above all, a brand is more than a logo. A brand is the total representation of a company: the sum of its communication. 

Your brand is the key concept that forms the foundation of your business. 

It is the ideas or associations created in the minds of your customers, prospects and employees.

It is the promise of quality that seeks to be daily reinforced by customer experiences.

Brand Architecture

'Brand architecture' refers to the structure of brands within brands. For example, iPhone and iMac are brands within the Apple company. In this instance, Apple is referred to as a 'master brand' and the iPhone is in effect a 'sub brand'. Brand architecture is the broad analysis and strategy as to how to utilise these integrated brands for maximum advantage.

Brand Audit

A brand audit is an detailed assessment of the strengths and weaknesses of a brand. This may include an extensive review of advertising and marketing collaterals, identity components and communication strategies and actions.

The goal is to access how effectively a brand is being represented within the marketplace.

A consistent process of brand auditing is essential to ensure continued long term success.

Brand Awareness

Brand awareness seeks to measure the effectiveness of your brand amongst your target audience. Do people understand your brand and actively resonate with your brand message?

Brand Differentiation

Brand differentiation refers to the 'point of difference' a company achieves relative to its competitors. Branding must actively strive to promote differentiation - that is, the values, products and services that are unique to your company alone. Identify what is it that makes your product or services more desirable than those offered by your competitors.

Brand differentiation seeks to position your brand competitively within your marketplace.

Brand Equity

Brand equity is a broader assessment of a brand in relation to brand recognition, respect and popularity. Brand equity directly equates with the value of a company. Greater brand equity is associated with increased value.

Brand Identity

Brand identity is also known as corporate identity or sometimes company identity. This is the logo and associated visuals of a brand. Brand identity is the graphical representation of a company across all marketing collaterals - from business cards, to brochures, letterheads, websites and more.

Brand Image

Brand image is the perception of your brand amongst your audience, customers and prospects.

It is the combined impression that people have of your company, products and services.

Brand Strategy


Brand strategy is a strategic solution to position your brand effectively for success.

It is the cornerstone of your marketing plan and forms the basis for ongoing brand management.

Do you need assistance with brand design or your brand strategy?


Roundhouse has been providing quality brand design services in Brisbane and at the Gold Coast Queensland for over 10 years. Creative director Saul Edmonds has over 20 years professional design experience.

We are dedicated to delivering strategic brand design with a high ROI. We work to understand you, your business and your customers and tailor a unique brand solution to increase your profitability. 


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We can help grow your business and your brand.


If you enjoyed reading this article, you may also enjoy the following:

1. What makes a great corporate identity?

2. 4 Reasons to Choose a Brand Agency

3. Brand Management for Small Business



A Guide to Brand Communications

by Saul Edmonds

Build your Brand with the Right Communications Strategy

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. (Jeff Bezos) 

A strong brand is at the heart of every successful business. 

A brand is much more than a logo. A memorable brand needs to be designed, developed and nurtured. Brand reputation is consolidated over time. Effective brand communications build your brand's reputation with your consumers.

What is Brand Communications?

Brand communication occurs every time a client or prospect interacts with your brand. Brand communication is effected across a variety of channels : 

  • when customers when they see your brand (logo)
  • view your product 
  • view brand content (social media, advertising, reviews)
  • meet your brand in person (when contacting your office for example)

Every brand should ensure consistency across all communication channels. Brand reputation is actively built everytime a customer meets your brand.

Brand Communication Goals

The best brands create a memorable impact. Brands should aim to inspire and engage their audience. Effective brand communication begins with a strategic clarity. Be clear as to what your brand represents. Send a clear message to your customers.

How to Achieve Effective Brand Communication

Deliver the right message at the right time to the right people.

Your brand message is most likely to be received if:

  • you are an expert
  • demonstrate expertise with relevant information
  • are well known
  • likeable

Brands must develop reliable ways to reach their customers, and get their message heard.

Integrated Communication 

Expand your brand with social.
Build a consistent brand message with social media.

Brands achieve maximum impact when all channels are highly integrated. In today's marketplace, communication channels are diversified across a range of offline and online media. Every brand should strive to get social and make proactive use of Facebook, twitter, youtube, pinterest, blogging and more. Social media creates the opportunity for brands to develop a dialogue with customers. 

How to Increase your brand value

Developing a brand communications strategy is an investment in your company. Define your goal, consider the risks and benefits and tailor actions to your time and budget. A clear brand message helps to unify your team members and employees.

The key goal is to move the customer or prospect from interest to acquisition. Use your communication strategy to emphasise the emotional benefits of your product or service. Work to establish increased visibility and excitement.

Include empathy, humour and current news references where appropriate.

The Ultimate Brand Strategy

Brand communication must be developed in the context of your business goals. Always broadcast a clear benefit to your audience. Be relevant to your prospects, keep their attention and seek to become important in their lives. 

A strong brand communication strategy takes time. It is a long term investment. Ensure that your communications are thoughtful, focused and genuine. Always focus on your 'core target message'. A memorable and likeable brand - that communicates regularly, consistently and effectively - will prosper over time.

Do you require assistance with Brand Communication?

Roundhouse is a full service creative agency, located at Varsity Lakes on the Gold Coast. We specialise in brand development, brand management and brand strategy.
ith over 20 years of experience, we have the knowledge and expertise to help your brand grow. 

Contact Roundhouse Now! 
Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

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Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email :

    • Learn about our web design here.
    • Learn about our app development here.
    • See our brand and logo portfolio here.

    Connect with Saul Edmonds on Linkedin here or Google+ here.
    Connect with Roundhouse on Google+ here.

    by Saul Edmonds