Tell Me Something Good: The Branding Story 

Susan Bierzychudek will bolster your business with the power of words

It's been said that storytelling is the oldest and most essential form of human communication. It is, after all, vital to everyone from parents to politicians. And for businesses, it's a powerful tool that can strengthen brand identity and the connection between buyer and business. "Storytelling is about transforming 'this is what I do' into 'this is why I do it and this is why it's important in your lives," explained Susan Bierzychudek, a consultant. "It's about providing an emotional context for the functional deliverables of your brand."

Bierzychudek knows what she's talking about: She's been working in the branding business for some 25 years and is now the principal of Green Ideals, a San Anselmo-based consulting firm. On Tuesday, July 13, she'll be bringing her expertise to Numi Tea Garden (2230 Livingston St., Oakland) with a lecture titled "Brand Storytelling: The Tool That Will Transform Your Business." The event — which is being put on by the Sustainable Business Alliance, a professional group for socially conscious businesses in the Bay Area — will cover the elements, benefits, and fine points of brand storytelling.

"The bottom line is that a well-told brand story will increase a company's profitability dramatically, because your target audience understands that you share their values." This is especially important for socially conscious businesses, she said, because their consumers tend to be driven by values. "It's the most important thing any company can do to improve their profitability." 5:30 p.m.-7:30 p.m., $15 for SBA members with pre-registration, $20 for non-members with pre-registration, $22 at the door. SmallBusinessAlliance.org

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