One Eye Deer EP 14: How to Create Your Brand Story

In “EP 14: How to Create Your Brand Story” of the “One Eye Deer” Podcast, we learn how you can craft your brand story so your business would stand out further among the rest.

One of the most fundamental marketing communications techniques is to craft and communicate your brand story.

A brand story is a marketing asset that communicates your brand’s guiding principles and impacts every facet of the organization. In other words, it’s not just a marketing message, it’s also a sales pitch and a roadmap for the management and employees.

It is more than content and a narrative. The story goes beyond what’s written in the copy on a website, the text in a brochure or the presentation used to pitch to investors or customers. 

Your story isn’t just what you tell people, it’s also what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t even told by you.

The success of Nabcore, Evolve & Adapt, Ramly Burger, and Piktochart, for instance, proved that their brand stories did make an impact on how they run their businesses in the long run.

So, what can we learn from these brands, and how do you go about crafting your brand story?

Join certified marketing management consultant, J C Sum, as he discusses further the approaches to creating a brand story for your business success.


00:43 A story of a counterfeiting production company.

01:50 Our story behind Evolve & Adapt.

03:52 How Ramly burger became popular in Malaysia & Singapore.

05:19 Behind Piktochart’s current success.

07:10 Three approaches to crafting your best brand story.

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About One Eye Deer:

The One Eye Deer podcast is produced by Evolve & Adapt, an award-winning strategy & digital consulting firm based in Singapore and Malaysia.

If you are looking to build your brand and generate massive leads and sales, book a marketing consulting call at


The name of the podcast was inspired by the riddle:

What do you call a blind deer?

No eye deer.

Since the podcast explores one marketing idea each episode, it features “one idea” (one eye deer).

The podcast is more than 2 years in the making. The idea of a podcast was first conceived in early 2020. It took shape as “One Eye Deer” in Feb 2021 and finally launched 13 months later.


The “One Eye Deer” mascot was designed by Eugina Lee (IG : lee.eugina) based on the concept developed by J C Sum.


One Eye Deer theme performed and produced by Darren Teh, An Honest Mistake.

Adapted from “Do-Re-Mi”, “The Sound of Music”. 1959 Rodgers and Hammerstein.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.