Learn about the art of storytelling for business. Whether you're a new or existing company, learn how to use personas and brand architecture to better represent your products and services consistently throughout all of your marketing materials.
10. Brand
Architecture
Brands are characters in your company
story. Who are they?
They have personalities, flaws & strengths.
Define traits early and continuously throughout
the entire brand life.
12. Using
Personas
Develop personas to inspire &
connect owners, managers,
employees to customers:
Character development =
believable personas for your audience
13. Activities:
Persona Development
1. Brainstorm identity
2. Write his/her bio
3. Recite & repeat
Your Story
1. Outline
2. Visioning timeline
3. Think of a current
need, try to apply
your story to it
Storytelling strategy can influence the overall marketing plan, or it can be a specific tactic for a specific advertisement or other creative campaign.
Setting the stage, inspiration (divine or profane)
A compelling connection, or a quest for…?
Attainment & struggle
Conclusion (decline)
Moral of the story: How will you be remembered?
Hyundai’s story:
For women, men, gay, straight
Flexible, fits your lifestyle
Ad:
We see a woman and young man, their faces tell us something is naughty
Rising action – they approach a car, wife pulls seat down in anticipation
Climax – it’s her husband! Look, she got his laundry. Problem solves?
Falling action – they drive away. Return to their normal path.
Resolution – surprise ending – the husband also has a boy toy!
-Often speak of brand as one concept or function of marketing
-Often speak of brand as one concept or function of marketing
http://www.monigle.com/branding/images/img-house.jpg
One way to define your brands is in pricing by features
http://www.salesforce.com/crm/editions-pricing.jsp
Personas are made up people that take on the characteristics of your target market
When fully developed, they help inform your creative process. Help you speak to a more realistic person rather than the ideal customer you think you have
Thought exercise - Puts you in the head of your customer so you can create a story tailored to them
A plotline that connects to your audience: http://blogs.hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/
Story: create either a company story for one of your brands, or a specific campaign story for an ad/event/or promo