Nick Westergaard

By Nick Westergaard on September 17, 2018

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Crafting Brand Stories That Sell with Amber Williams

amber williams on brand

Who are you? Why do you exist? Why should people care? Amber Williams, founder and brand strategist at Punkyflair, helps brand builders answer these top-of-mind questions day in and day out. We discussed all of this and more on this week’s episode of the On Brand podcast.

Enjoy This Episode Now

About Amber Williams

Amber Williams is a passionate brand strategist and the founder of brand storytelling agency Punkyflair. Amber is dedicated to helping entrepreneurs grow their business authentically through story. She spent 7 years in the corporate world crafting marketing strategies for mega brands like Armani Exchange, Volkswagen, and The United States Olympic Committee, just to find out that the success of any brand is all about how well you can package up your purpose into a story that speaks to your audience. It’s just that simple. Amber feels to grow your business, you have to do this one thing: Start storytelling.

Episode Highlights

Stories vs. Brand Stories. Storytelling is a concept that gets tossed around a lot when it comes to brands. But what does it mean? How is a story different from a brand story? Amber broke it down simply: a brand story has an economic outcome tied to it.

What’s the formula for crafting stories? Amber calls her approach storycraft. “It’s a narrative approach based in psychology and customer insight. It starts with your star character — your customer. What role does the brand have? What’s the tone? And it ends with your brand promise.”

The four questions all brand stories should answer. (1) Why do you exist? (2) What do you offer and for whom? Get specific here! (3) What do you believe? (4) What’s the moral of your story? Again, your brand promise.

The key to brand storytelling success. “Be consistent. Your story informs all of your touchpoints. You have to ask, ‘Is this on story for us?'”

What brand has made Amber smile recently? Amber shared the brand promise from bra and underwear company, ThirdLove — To each her own. This promise is the first thing you see when you arrive at their website.

To learn more, check out the Punkyflair website.

As We Wrap …

Did you hear something you liked on this episode or another? Marty Neumeier gave us a shout for our episode featuring — him! Thanks for listening, Marty!

On Brand is sponsored by my new book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!



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Nick Westergaard
Email Brand Driven Digital

is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.


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