There's a surprising reason why your brand story is all wrong. Is it too complex? Too simple? Or maybe you have your characters mixed up. Let's go back to the beginning; let's talk about why we tell stories. In this presentation, we'll discuss the common pattern found in every great story, how to develop a brand story for your business, and once you have your story, how do you implement it to create engaging content. Let's do this.
2. strategy+branding+marketing+technology
A little tidbit about Shannon
• Content Director at Red Caffeine
• Caffeine of Choice: Starbucks Cold Brew
• I graduated from UIC / bachelor’s degree in Communication
• 8+ years of experience in marketing, copywriting and blogging
• Runner and a dedicated yogi
• Been writing since I was really little
3. strategy+branding+marketing+technology
Agenda
WHAT MAKES A GOOD [BUSINESS] STORY
9• The common pattern of a good story
20
• How to communicate the who, what and how of your business
PUBLISHING YOUR BRAND STORY 29
• Using your brand story to develop a great website, plus other content
WHY TELL STORIES?
4
• Inspirational video: Ira Glass on Storytelling
CREATING A CORPORATE SNAPSHOT 33
• Your brand story’s “cliff notes.”
DEVELOPING A BRAND STORY
CUSTOMER SUCCESS STORIES 35
• Your chance to be the hero!
5. strategy+branding+marketing+technology
Why Tell Stories?
• To persuade
• To find a common ground
• To make connections
• To spread great ideas
• To empathize
• To create great relationships
• To build trust
• To make sense of something challenging
• To understand history
• To better understand each other
• To understand the world we live in
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What Makes a Good [Business] Story?
“IT’S KNOWING YOUR PUNCH LINES …”
… your ending; knowing that everything you’re
saying from the first line to the last is leading to a
singular goal, and ideally confirming some truth
that deepens our understanding of who we are
as human beings.”
—Andrew Stanton, Disney Writer
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Basic Story Structure
The Hero’s Journey
• Founded by American Scholar Joseph Campbell
• Identifies the common pattern of how stories are told
• Appears regularly in films, books, religious rituals and psychology
• You can use it to structure a business story too!
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What is a brand story?
DEFINED
A BRAND STORY identifies your passion for what you and what makes you unique,
and creates a solid foundation for your business.
• Not meant to be a “selling” tool. It’s a “connection” tool
• It’s a communication strategy:
– To attract and delight the right customers
– Build loyalty
– The starting conversation for long-term relationships
“The best brands are built on great stories.“
—Ian Rowden, Chief Marketing Officer, Virgin Group
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Developing a Brand Story
A WELL-DEVELOPED BRAND STORY SHOULD ALWAYS INCLUDE:
BUT IT CAN ALSO INCLUDE:
– Who you do it for
Why you do what you do
Where you do it
Tagline, positioning statement, and/or brand essence
And whatever else that makes your story unique
Who you are
What you do
How you do it
Why you do it better
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Developing a Brand Story
ADVANTAGES OF USING A BRAND STORY
• Clear, concise and consistent
messaging across channels.
• Elevator pitch (networking events).
• A complete and powerful story that
delights and attracts customers.
• Great onboarding tool.
• No confusion.
• Builds confidence.
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Developing a Brand Story
STEP 1: STAY FOCUSED, RESEARCH, ORGANIZE.
“My biggest influence on my creative process is
something my English teacher told me when I was about
13 or 14. He just said, ‘write about what you know’.”
- Ricky Gervais
• Understand your competitors
• Industry issues and pain points - Interview customers
• Gaps in the industry
• Avoid fluff by simplifying
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Developing a Brand Story
STEP 3: IDENTIFY YOUR AUDIENCE
“We collaborate with engineering teams to solve
complex design challenges from the early, ‘what if’
stage through full-scale manufacturing.”
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Developing a Brand Story
STEP 4: THINK THROUGH YOUR ELEVATOR PITCH
• Be sure to have all the pieces before you begin
• Focus, Focus, Focus
• You can always add layers later
(EXAMPLE)
To CHOOSE (1) TARGET AUDIENCE that CHOOSE (1) PAIN POINT, YOUR
COMPANY NAME is the COMPETITIVE SET that UNIQUE POINT OF DIFFERENCE
because it REASON 1, REASON 2, REASON 3.
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Developing a Brand Story
To AGENTS that NEED HELP SELLING
PROPERTIES FASTER, VHT STUDIOS is the
REAL ESTATE PHOTOGRAPHY COMPANY that
DELIVERS PHOTOS QUICKLY AND DONE
RIGHT because of its TOP-NOTCH
PHOTOGRAPHERS, LEADING EDGE
TECHNOLOGY, and RENOWNED CLIENT
SERVICES TEAM.
VHT STUDIOS - PROFESSIONAL REAL ESTATE PHOTOGRAPHY
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Customer Success Stories
YOUR CHANCE TO BE A HERO!
Customer Success Story Example
Company: Bi-Link is a global contract manufacturer that helps
product engineers solve complex design challenges.
Topic: Advanced 3D Printing Technology
Challenge
• A customer was facing strict time constraints on a project
• Bi-Link needed to find a way to deliver prototypes fast
Solution
• Invested in advanced 3D printing technology
• Combined the technology with advanced expertise
Result
• The ability to deliver precision parts to the customer
• New process/technology is fast and cost effective
• Provides more value to customers
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Resources
The Hero’s Journey
—The Hero’s Journey
—About Joseph Campbell
—The Hero’s Journey, by Content Marketing Institute
Videos/Interviews on Storytelling
—Ricky Gervais Interview on Fast Company
—Andrew Stanton on the Clues of a Great Story
—Joe Sabia on the Technology of Storytelling
—Ira Glass on Storytelling
Commercials with Great Narratives
—Mindy Kaling Inspiring Story (American Express)
—Eminem and Detroit (Chrysler)
RC Client Examples
—CARR (READ ONLY) Brand Story
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