Effective storytelling can be all the difference as you create your company’s brand.

John Cinquina, an Entrepreneurs’ Organization (EO) member from Perth, is the CEO of Red Meets Blue Branding – a brand strategy agency – and author of Build Great Brands. We asked him about the best way to craft your own brand’s story and why it will be valuable. Here’s what he had to say.

Since the beginning of time, we have communicated in stories. They capture our attention and we learn best from lessons hidden within those anecdotes. It’s no surprise then that effective storytelling is a shared skill among great speakers, leaders and entrepreneurs; great entrepreneurs create great brands. Why? Because great brands articulate their story and find ways to tell it masterfully and authentically.

View the full article on Inc.com, a partner of the Entrepreneurs’ Organization.