Sharing vs Telling: A brand communication concept to consider

Sharing vs Telling: A brand communication concept to consider

Sharing vs Telling A brand communication concept to consider

Sharing vs Telling: A brand communication concept


In the fast and often linear motion of brand communication,
a subtle yet powerful distinction can go unnoticed: the difference between telling a story and sharing one.

As a brand communication and optic strategist, I’ve observed countless businesses fall into the trap of one-sided intention style storytelling, missing out on the true potential of their message and its reach.


are you network messaging or network marketingThe “Yell, Tell, Sell” Trap

Many brands today find themselves caught in what I call the “yell, tell, sell” cycle.

This approach is characterized by:
Loud, attention-grabbing tactics
One way intention style communication
A focus on immediate sales rather than relationship building

While this method might seem effective in the short term, it often fails to create lasting connections with audiences and often times is used by those with less authenticity and authority as a crutch to push and even at times deceive.


Sharing vs Telling: A Power in Sharing

Sharing, on the other hand, can involve a more nuanced and empathetic approach to brand communication as a whole.

When we choose to share in our messaging, we may be that much more able to:

Consider an audience’s perspective

Acknowledge potential negative connotations or assumptions

Create a more humble space for dialogue and interpretation

I believe this approach requires taking two humble steps back and asking ourselves, “How can I share my message in a way that resonates with my audience, while also being open to their perceptions, assumptions, comparisons and even negative connotations?”


Understanding Perceptions

One of the key elements in effective and humble brand communication is recognizing that perceptions may differ from intentions. Your audience brings their own experiences, biases, and assumptions to every interaction with your brand.

By acknowledging this, you may be able to:

Craft more inclusive messaging and engaging communication tactics.

Address potential misconceptions proactively

Create a more welcoming brand environment


Expanding Your Reach

If you choose to shift from telling to sharing in your brand communication and optics, it can open up new possibilities for stronger connections.

This approach can allow for:

Reaching a wider audience

Building stronger, more authentic relationships

Encouraging engagement and genuine feedback

By considering your brand communication in a sharing way, you can demonstrate respect for your audience’s intelligence and autonomy, which may lead to increased trust and loyalty.

Not to mention standing out from so many that just yell, tell and sell their story in a linear and almost arrogant one sided way.


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Implementing a Sharing vs Telling Approach

To transition from telling to sharing in your brand communication:

Consider
listening actively to your audience as well as who they listen to.

Apply a discovery for your brand to look at the perception optics.

Be transparent about your brand and hold yourself and the brand accountable.

Invite dialogue and understand not everyone will get it or like it.

Effective brand communication is not about dominating the conversation, but more about fostering a meaningful exchange of ideas and experiences while working to show that respect to an audience that may have felt they have heard or seen it all before.


The difference between telling and sharing a story may seem subtle, but its impact on your brand’s success can be profound. By embracing a sharing mindset, you may create new opportunities for deeper connections, broader reach, more authentic engagement with your audience as well as a greater understanding of your brand.

So, the next time you’re crafting your brand message, consider asking yourself:
“Am I telling, or am I sharing?”


Sharing vs Telling: A brand communication concept to consider video


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Loren Weisman/ EnzoLor777 is a Brand Communications and Optics Strategist
who specializes in illuminating authoritative intelligence and amplifying authentic experts.
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Weisman is also the host of the messaging and optics podcast; Wait What Really OK.

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LW Website
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© 2025 Loren Weisman. All Rights Reserved ® ℗
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Sharing vs Telling: A brand communication concept to consider.
About Brand Communications and Optics Strategist Loren Weisman 97 Articles
Loren Weisman is a Brand Communications and Optics Strategist focused on building truthful, transparent messaging and optics foundations so authoritative experts and organizations can stand out authentically in competitive landscapes. His methodology centers on strategic blueprinting before marketing, aligning brand strategy, messaging refinement, communication optimization, crisis communication and optics, and digital media/marketing strategy to create clear, uniform, and effective presence. His background includes participation on 700+ albums as a drummer and producer, TV production credits with ABC, NBC, FOX, CBS, and TLC, and authorship of Music Business for Dummies and The Artist’s Guide to Success in the Music Business.

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