Lilah Higgins
Design and Illustration for brands, organizations, and people with a mission.


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We talk a lot about our Tribe here at The Higgins Creative, and that idea includes our peers, our clients, and our mentors. But what are the steps to actually presenting your business in a way that encourages people to join your tribe? Elise Crawford of Anchored Hope gives some encouragement and practical steps to building up, gathering, and benefiting your business tribe, all through the art of storytelling.

One of the most effective approaches to presenting your brand is through storytelling. Storytelling is an ancient art form that reaches into the very depth of the human experience and allows us to connect with one another in a profound manner. Therefore, storytelling for your brand is a powerful tool that can help you to refine your brand identity. It’s an excellent way to engage with your client base and draw in your targeted audience.

Stories consist of some pretty simple and universal elements: a hero, conflict, a guide, possibility and a call to action. Everyone wants to walk away from hearing a story feeling inspired, refreshed and motivated to make a change. Here are three action steps for you to take if you are looking to incorporate storytelling into your brand or business:

Step 1 // Hero + Conflict:

You are not the hero, your audience is. Take a deep look into your audience- what are their pain points and struggles? What services or products do you offer that would enhance their lives? What conflicts does your audience run into in their industry? How can you guide your audience in resolving their conflicts within or external to them? I know these seem like these are heavy-loaded questions but once you answer them, you will have a concise offering for your audience.

Step 2// Possibility + Plot:

The most dynamic question you can ever ask your client is, “What if”? What if you were able to improve your CTR by 50%? What if you were able to double your sales by the end of the year? What if together we could create a movement that changed the world? Possibility shapes the plot of your business. Every great story has a plot centered on classic themes: overcoming, rags to riches, the quest, voyage and return, comedy, tragedy or rebirth. Every narrative conforms to one of these plotlines or the combination of a couple. Choosing a plotline will help you contour your client’s experience to fit your individual business offering.

Step 3// Call to Action:

What is your audience meant to learn from your story? After you communicate your narrative to them, clearly signal to your audience what you want them to do- join your cause, buy your product, sign up for your newsletter, etc. Use a 3-4 word format to state your CTA and keep it simple.

Ultimately, stories should capture people’s imaginations and fill them with hope and whimsy. Stories are born from a desire to journey with others through the ups and downs of life. Accompany your client or audience through their adventures and you will always have a strong story to share!

Ready to tell your story online?

Elise Crawford is a digital marketer who is finishing her Masters in Communication at Johns Hopkins University. She works part time at the PR firm, Appleseed Communications, and blogs over at Anchored Hope. She is passionate about empowering small businesses and girlbosses to know their core and share their brilliance with the world.

If you are interested in contributing as a guest blogger, shoot us an email at!