Storytelling Your Brand

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Turn your brand story into compelling customer experiences. Step-by-step story writing process from research to writing to customer experience.

Marketing

© 2016 Wendy W. Roan, All Rights Reserved
Is Your Story Clear?
5

© 2016 Wendy W. Roan, All Rights Reserved
Or is this your story?
6

© 2016 Wendy W. Roan, All Rights Reserved
Your Story defines “What does your
organization accomplish? How?”
• Mission
• Vision
• Values drive decision making
• Strategic Plan/Business Goals
7

You choose your customers
by the story you tell.

© 2016 Wendy W. Roan, All Rights Reserved
Start with customers. Segment and
learn
9
Strategic
Partners
Customers
Buying
Path
Purchase
Behaviors
Purchase
Channels
What
they Love
about
you
Painpoints
Personas:
Demos
Lifestyles
Values
++ +
++

© 2016 Wendy W. Roan, All Rights Reserved
‣ Strengths
‣ Unique delivery
mechanisms
‣ Products in R&D
11
Image: Cathe Friedrich
From your Marketplace Analysis,
develop product & service messages.

© 2016 Wendy W. Roan, All Rights Reserved
Laddering
‣ Connects the dots
between features
designed into a product
and customer values that
drive purchase.
‣ Focus appeals on value
creation and member
experience.
‣ People join to feel
“belonging, community,
and recognition.”*
12
© The Roan Group, All Rights Reserved
The Membership Economy, Robbie Kellman Baxter

© 2016 Wendy W. Roan, All Rights Reserved
Stand out. Category Leadership
even if you create a category
14
Image: Pure Octane Talent

© 2016 Wendy W. Roan, All Rights Reserved 16
Compelling & Authentic

© 2016 Wendy W. Roan, All Rights Reserved
Your team: #1 Storyteller
‣ Staff loyalty drives customer loyalty
‣ Communicates story
‣ Customer relationships
‣ Can-do product delivery service
19

© 2016 Wendy W. Roan, All Rights Reserved
‣ Website
‣ Email
‣ Digital / mobile / print
‣ Social media
‣ Video / Original photos
‣ App
‣ PR
‣ Events / Conferences….
20
Tell Your Story in channels where
customers listen

© 2016 Wendy W. Roan, All Rights Reserved
Customer experiences tell your story.
22

© 2016 Wendy W. Roan, All Rights Reserved
Compelling Story
23
‣ Status quo today?
‣ Customer’s dream?
‣ Wide gap vs. others’ story
‣ Call to action (new bliss)
I have a dream.
Martin Luther King, Jr.

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Storytelling Your Brand

1. Storytelling Your Brand

2. Why write Your Brand Story?

3. © 2016 Wendy W. Roan, All Rights Reserved A compelling story pre-sells 3 ChoiceAwareness Repeat 65% of sale is made before customer contacts you. A strong brand underscores the safety of choosing the known. Consideration © The Roan Group, All Rights Reserved

4. © 2016 Wendy W. Roan, All Rights Reserved Your Story is the sum of all your communications 4 Brand Experience Customer Experience Customers& Members Leaders(?) Products& Services Brand Expression Mission,Vision &Values © Wendy Roan All Rights Reserved Your Story Your Brand

8. You choose your customers by the story you tell.

9. © 2016 Wendy W. Roan, All Rights Reserved Start with customers. Segment and learn 9 Strategic Partners Customers Buying Path Purchase Behaviors Purchase Channels What they Love about you Painpoints Personas: Demos Lifestyles Values ++ + ++

10. © 2016 Wendy W. Roan, All Rights Reserved ‣ Competitors & Complementers Analysis ‣ Others’ target audiences ‣ Others’ stories ‣ Industry ‣ Geography ‣ Regulatory environment 10 What are competitor stories? Differentiate your brand story. Image: Resident Capture

12. © 2016 Wendy W. Roan, All Rights Reserved Laddering ‣ Connects the dots between features designed into a product and customer values that drive purchase. ‣ Focus appeals on value creation and member experience. ‣ People join to feel “belonging, community, and recognition.”* 12 © The Roan Group, All Rights Reserved The Membership Economy, Robbie Kellman Baxter

13. © 2016 Wendy W. Roan, All Rights Reserved Writing Your Story: Brand Strategy • The word you “own” • Customers you choose to serve • What makes you better • Value you deliver • Why customers love you • Category leadership 13

17. © 2016 Wendy W. Roan, All Rights Reserved Brand Design expresses Your Story ‣ Logo & tagline ‣ Personality ‣ Messaging ‣ Tone & voice ‣ Design color, layout, shapes ‣ Marketing & PR / channels ‣ Website & digital ‣ Channel choice ‣ Photo & video strategy…. 17 Image: Reluctant Entertainer

18. © 2016 Wendy W. Roan, All Rights Reserved Consistently deliver Your Story 18 BRAND CUSTOMER EXPERIENCE PUBLIC RELATIONS SALES MARKETING & CHANNELS Integrated Marketing PRODUCTS © Wendy Roan All Rights Reserved

20. © 2016 Wendy W. Roan, All Rights Reserved ‣ Website ‣ Email ‣ Digital / mobile / print ‣ Social media ‣ Video / Original photos ‣ App ‣ PR ‣ Events / Conferences…. 20 Tell Your Story in channels where customers listen

21. © 2016 Wendy W. Roan, All Rights Reserved All stories succeed or fail in Customer Experience ‣ Does this meet my needs? ‣ Express who I am? ‣ What do my friends say? Affects 80-90% of decision. ‣ Do I like the brand? 21 Image: queroperderpesocomsaude.com

23. © 2016 Wendy W. Roan, All Rights Reserved Compelling Story 23 ‣ Status quo today? ‣ Customer’s dream? ‣ Wide gap vs. others’ story ‣ Call to action (new bliss) I have a dream. Martin Luther King, Jr.

24. © 2016 Wendy W. Roan, All Rights Reserved Summary: Brand Story starts and ends with customers 1. Know your customers 2. Deﬁne your strengths and value created 3. Clarify how you are different: category leader 4. Express your story 5. Train and engage your team as storytellers 6. Choose channels where customers listen/participate 7. Customers experience the story you tell 24

Storytelling Your Brand

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