Serene Tan

Why "Good Brand Story"?

And God saw the light, that it was good: and God divided the light from the darkness.

Genesis 1:4

I love the word “good”. It’s a simple word that means so much. As a believer, I know God is good and this goodness is pure, life-giving and soul-sustaining. This idea is the inspiration for “Good Brand Story” because not only are we creating and celebrating brand stories that are good, this is also a company that strives to be an illuminating force for good.

 

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10 Things About Me

1. My name is Serene – yes, just like the adjective for peaceful. I imagine my parents gifted me with this beautiful name because they hoped their firstborn would be calm, graceful, poised and untroubled, even as she walks through the storms of life. Peaceful I am, but perfect I am not. I guard those I love fiercely, like a loyal Rottweiler, so think twice before you mess with my tribe.

 

2. I fell in love with stories way before I could read. My mother would take the simplest stories and turned them into the most captivating tales, and she still does that now for her grandson. I would like to think that my penchant for storytelling comes from her.

 

3. I live and breathe words. I penned my first novel at age ten. It was the world’s most exclusive story because the only audience was my sister. My novel was so gripping that it kept her up all night. Ah, sweet childhood memories. We still laugh when we talk about this now.

 

4. There are only a few things in life that make one happy, and I think I am very blessed to call one of these things my job. Branding and writing for businesses is not just my bread and butter, it bestows me with a sense of purpose, fuels me and gives me joy. In fact, the intersection of business, writing and creative work is where I excel, which is why the concept of Ikigai (see the diagram) resonates with me.

 

5. Zen philosophy aside, I would say my role model at work is Gandalf. Yeah, that old dude who has been around the office forever, always seen with his staff, constantly mumbling under his breath, talking about dragons and some gold ring. Like him, I consider myself a wizard, a mentor and a guide. Unlike him, I don’t dabble in magic, party with hobbits or consort with elves. My abilities are more down-to-(Middle)earth. I inspire clients to embrace storytelling for their businesses and wield the power of words. But hey! Words can move mountains.

 

6. I have given companies hope through the birth of their brand stories, guided clients to discover aspects of their brands that have been under-appreciated and uncovered unique traits that became their greatest strengths. While others are daunted by creative work, I delight in the all-consuming process of conceptualising, pouring out ideas into words as well as tinkering with the boring bits like grammar and vocab. So it’s no surprise that I have single-handedly built up clients’ websites, helped entrepreneurs bring their visions to life, and assisted million-dollar startups with content creation. It’s the most fulfilling feeling when I get to transform a client’s idea or draft into winning copy that sells, and a bonus when the SEO articles I wrote got ranked #1 on Google.

 

7. Unfortunately (or not), I am a dreamer. Upon graduation from university, I gave up other opportunities and decided to work in advertising with the glowing aspiration of becoming a copywriter. However, as a business school graduate, the only available job was in client service. I thought if I stuck around enough I would get a chance to try my hands at crafting copy. That did not happen. What I discovered instead was that while I could bear the long hours and hard work, I was not cut out at all for the dastardly, convoluted, morally-compromising world of advertising. I also realised that my love for writing and creative work can be applied in other areas and not confined within an agency or an industry.

 

8. I value style as much as substance. This applies to the businesses I founded, the things I own, as well as the writings I appreciate. While I’ve retired as the boss lady of an indie fashion brand, I have spent close to a decade immersed in the exciting and dynamic e-commerce scene to know what it takes to succeed as an entrepreneur.

 

9. When you love what you do, you never feel like you are working. That’s how I feel. It might not be good for business, but I’m happy to write for free, and I do.

 

10. Outside of work, I enjoy growing pelargoniums in my garden, cuddling with my dog-child, re-watching The Office, having long conversations late into the night with my husband, cooking up a storm and walking with God in the Swiss Alps.

 

How can I help you with your business today?

Words have power, especially when put to good use. Intangible as they are, words can be woven into writings that move readers and change the world. Here at Good Brand Story, we empower companies to make a difference and build businesses of worth.