This document discusses how the Hero's Journey storytelling framework from Star Wars can be applied to developing a brand story and personality. It states that a brand's role is to be the Mentor like Yoda or Obi Wan Kenobi, who guides the hero (the customer) through their journey. It suggests using brand archetypes to develop the brand personality and then mapping brand communications according to the chapters of the Hero's Journey, allowing a full story to be told through shorter form content. The goal is to engage customers and position the brand as a trusted guide.

1. Star Wars
is your brand story

2. Some suggest there are
7 types of story…
the quest
voyage
and return
rags
to riches
rebirth
overcoming the
monster
comedy tragedy

3. …well,
there’s
really
only one
ur-story.

4. The
broken
world
The call to
adventure
Meeting
the
mentor
Tests,
allies,
enemies
The
central
ordeal
The
reward
The moral
THE
HERO’S
JOURNEY
And we
never tire
of hearing
it
re-told…

5. …because,
in the
Hero’s
Journey,
the
audience
gets to
play the
hero.

6. In the Star Wars story, your brand
isn’t Luke Skywalker…
…your brand is Yoda
(“hmm, the real thing Coke is”)

7. Or maybe Obi Wan Kenobi.
“These are not the
brands you’re looking
for”
The point is…

8. …your brand is
the Mentor.

9. (your own unique version of a
mentor, to complement your
particular hero)
Wonder
Purity
Honesty
Independent
Bravery
Freedom
Wisdom
Prudence
Intelligence
Imagination
Nonlinear
Thought
Authority
Tradition
Stability
Courage
Stamina
Strength
Humour
Originality
Irreverence
Useful
Normal
Faithful
Compassion
Empathy
Patience
Fearless
Nonconformity
Independence
Passion
Vitality
Sensuality
Charisma
Mystery
Cleverness
We use brand
archetypes as the start
point for developing the
brand personality.

10. A distinctive brand personality.

11. And a
distinctive
Master
Story.
Using the
chapters of
the Hero’s
Journey.

12. But, because most brands don’t get the
chance to tell the full widescreen HD
feature length story…

13. …we use the
chapters
give a
storytelling
framework
for all your
content.

14. Brand communications agency
www.bottlepr.co.uk