“Your brand story reveals your brand promise, which is your connection point that make people choose you,” CKP Founder and CEO Carey Kirkpatrick explained in her guest appearance on the Small Biz Insider podcast. “Your story needs to incorporate triggers that convey your promise, values and personality to establish what people are going to experience when they interact with your brand.”

The podcast series, hosted by the Greater Houston Partnership, highlights innovative business owners, entrepreneurs and leaders making a big impact in Houston.

Host Maggie Martin of Houston Public Media engaged Carey on topics related to integrated marketing and public relations, including the importance of consistent branding, how to differentiate your brand from the competition, and the changing landscape of public relations.

Among Carey’s most important points are:

• Brands can eliminate competition by communicating values and personality that connect with people at an emotional level, building brand evangelism.

• People connect to stories more than general information, which is why video consumption has risen and continues to be a preferred format to engage the end user.

• Research and discovery are essential components of any communications strategy, revealing how you’re different and how you can communicate your value proposition more effectively.

• Communications agencies have one priority: the client’s success. An agency has the ability to be neutral and advise on realistic opportunities in marketing and communications.

• Small businesses are leading the way in internal communications and are much more effective than global companies. Larger businesses can learn from their smaller counterparts on how to build agility and flexibility to stay nimble and competitive.

Listen to the podcast below: