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strategy+branding+marketing+technology
BUSINESS STORYTELLING
FOR ENTREPRENEURS
strategy+branding+marketing+technology
A little tidbit about Shannon
• Content Director at Red Caffeine
• Caffeine of Choi...
strategy+branding+marketing+technology
Agenda
WHAT MAKES A GOOD [BUSINESS] STORY
9• The common pattern of a good story
20
...
strategy+branding+marketing+technology
The importance of storytelling in business.
Why Tell Stories?
strategy+branding+marketing+technology
Why Tell Stories?
• To persuade
• To find a common ground
• To make connections
• T...
strategy+branding+marketing+technology
Why Tell Stories?
strategy+branding+marketing+technology
Why Tell Stories?
strategy+branding+marketing+technology
Why Tell Stories?
“You will get a lot more out of your content if you
think of your...
strategy+branding+marketing+technology
v
The common pattern found in every great story.
What Makes a Good
[Business] Story?
strategy+branding+marketing+technology
What Makes a Good [Business] Story?
“IT’S KNOWING YOUR PUNCH LINES …”
… your ending...
strategy+branding+marketing+technology
Basic Story Structure
The Hero’s Journey
• Founded by American Scholar Joseph Campb...
strategy+branding+marketing+technology
The Hero’s Journey
strategy+branding+marketing+technology
YOU ARE NOT THE HERO
YOUR CUSTOMER IS THE HERO
YOU ARE THE MENTOR
The Hero’s Journey
strategy+branding+marketing+technology
The Hero’s Journey
THE HERO LIVES IN
A KNOWN WORLD
THE KNOWN WORLD
HAS PAIN POINTS
strategy+branding+marketing+technology
The Hero’s Journey
TO SOLVE THESE PAIN POINTS,
THE HERO TURNS TO YOU…
… FOR GUIDANC...
strategy+branding+marketing+technology
The Hero’s Journey
DURING YOUR JOURNEY TOGETHER …
… THE HERO WILL GO THROUGH A SERI...
strategy+branding+marketing+technology
The Hero’s Journey
YOUR SERVICE OR PRODUCT LEADS THE
HERO TO AN UNKNOWN WORLD
THE H...
strategy+branding+marketing+technology
The Hero’s Journey
THE HERO RETURNS
TO THE KNOWN WORLD
STRONGER AND BETTER
strategy+branding+marketing+technology
The Hero’s Journey
strategy+branding+marketing+technology
v
What is a brand story, what does it include, and how to use it.
Developing a Bran...
strategy+branding+marketing+technology
What is a brand story?
DEFINED
A BRAND STORY identifies your passion for what you a...
strategy+branding+marketing+technology
Developing a Brand Story
A WELL-DEVELOPED BRAND STORY SHOULD ALWAYS INCLUDE:
BUT IT...
strategy+branding+marketing+technology
Developing a Brand Story
ADVANTAGES OF USING A BRAND STORY
• Clear, concise and con...
strategy+branding+marketing+technology
Developing a Brand Story
STEP 1: STAY FOCUSED, RESEARCH, ORGANIZE.
“My biggest infl...
strategy+branding+marketing+technology
Developing a Brand Story
STEP 2: DO A BRAND AUDIT
strategy+branding+marketing+technology
Developing a Brand Story
STEP 3: IDENTIFY YOUR AUDIENCE
“We collaborate with engine...
strategy+branding+marketing+technology
Developing a Brand Story
STEP 4: THINK THROUGH YOUR ELEVATOR PITCH
• Be sure to hav...
strategy+branding+marketing+technology
Developing a Brand Story
To AGENTS that NEED HELP SELLING
PROPERTIES FASTER, VHT ST...
strategy+branding+marketing+technology
v
Using your brand story to develop a kickass website
Publishing Your
Brand Story
strategy+branding+marketing+technology
Publishing Your Brand Story
THE WHO, WHAT AND HOW
“I want to know WHO you are, WHAT...
strategy+branding+marketing+technology
Publishing Your Brand Story
CARRMACHINE.COM
strategy+branding+marketing+technology
Publishing Your Brand Story
SHARE YOUR STORY WITH THE WORLD.
strategy+branding+marketing+technology
v
Your brand story’s “cliff notes”
Developing a
Corporate Snapshot
strategy+branding+marketing+technology
Creating a Corporate Snapshot
COMMUNICATE YOUR STORY ON-THE-FLY!
strategy+branding+marketing+technology
v
Your chance to be the hero!
Customer
Success Stories
strategy+branding+marketing+technology
Customer Success Stories
YOUR CHANCE TO BE A HERO!
Customer Success Story Example
C...
strategy+branding+marketing+technology
Resources
The Hero’s Journey
—The Hero’s Journey
—About Joseph Campbell
—The Hero’s...
strategy+branding+marketing+technology
Thank You!!!
Questions? Thoughts?
Want to get together for coffee?
Want to take our...
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Business Storytelling for Entrepreneurs

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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.

Published in: Marketing
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Business Storytelling for Entrepreneurs

  1. 1. strategy+branding+marketing+technology BUSINESS STORYTELLING FOR ENTREPRENEURS
  2. 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. 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!
  4. 4. strategy+branding+marketing+technology The importance of storytelling in business. Why Tell Stories?
  5. 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
  6. 6. strategy+branding+marketing+technology Why Tell Stories?
  7. 7. strategy+branding+marketing+technology Why Tell Stories?
  8. 8. strategy+branding+marketing+technology Why Tell Stories? “You will get a lot more out of your content if you think of yourself as a storyteller first and a marketer second.” —Keith Ecker, Chicago Writer
  9. 9. strategy+branding+marketing+technology v The common pattern found in every great story. What Makes a Good [Business] Story?
  10. 10. strategy+branding+marketing+technology 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
  11. 11. strategy+branding+marketing+technology 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!
  12. 12. strategy+branding+marketing+technology The Hero’s Journey
  13. 13. strategy+branding+marketing+technology YOU ARE NOT THE HERO YOUR CUSTOMER IS THE HERO YOU ARE THE MENTOR The Hero’s Journey
  14. 14. strategy+branding+marketing+technology The Hero’s Journey THE HERO LIVES IN A KNOWN WORLD THE KNOWN WORLD HAS PAIN POINTS
  15. 15. strategy+branding+marketing+technology The Hero’s Journey TO SOLVE THESE PAIN POINTS, THE HERO TURNS TO YOU… … FOR GUIDANCE, RESOURCES OR/AND EXPERTISE
  16. 16. strategy+branding+marketing+technology The Hero’s Journey DURING YOUR JOURNEY TOGETHER … … THE HERO WILL GO THROUGH A SERIES OF OBSTACLES AND SUCCESSES
  17. 17. strategy+branding+marketing+technology The Hero’s Journey YOUR SERVICE OR PRODUCT LEADS THE HERO TO AN UNKNOWN WORLD THE HERO WILL RECEIVE AN AWARD
  18. 18. strategy+branding+marketing+technology The Hero’s Journey THE HERO RETURNS TO THE KNOWN WORLD STRONGER AND BETTER
  19. 19. strategy+branding+marketing+technology The Hero’s Journey
  20. 20. strategy+branding+marketing+technology v What is a brand story, what does it include, and how to use it. Developing a Brand Story
  21. 21. strategy+branding+marketing+technology 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
  22. 22. strategy+branding+marketing+technology 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
  23. 23. strategy+branding+marketing+technology 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.
  24. 24. strategy+branding+marketing+technology 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
  25. 25. strategy+branding+marketing+technology Developing a Brand Story STEP 2: DO A BRAND AUDIT
  26. 26. strategy+branding+marketing+technology 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.”
  27. 27. strategy+branding+marketing+technology 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.
  28. 28. strategy+branding+marketing+technology 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
  29. 29. strategy+branding+marketing+technology v Using your brand story to develop a kickass website Publishing Your Brand Story
  30. 30. strategy+branding+marketing+technology Publishing Your Brand Story THE WHO, WHAT AND HOW “I want to know WHO you are, WHAT you do, and HOW you do it. I don’t care about the rest!” –VP of Marketing, Large B2C Company
  31. 31. strategy+branding+marketing+technology Publishing Your Brand Story CARRMACHINE.COM
  32. 32. strategy+branding+marketing+technology Publishing Your Brand Story SHARE YOUR STORY WITH THE WORLD.
  33. 33. strategy+branding+marketing+technology v Your brand story’s “cliff notes” Developing a Corporate Snapshot
  34. 34. strategy+branding+marketing+technology Creating a Corporate Snapshot COMMUNICATE YOUR STORY ON-THE-FLY!
  35. 35. strategy+branding+marketing+technology v Your chance to be the hero! Customer Success Stories
  36. 36. strategy+branding+marketing+technology 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
  37. 37. strategy+branding+marketing+technology 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 Follow Shannon on LinkedIn and Twitter
  38. 38. strategy+branding+marketing+technology Thank You!!! Questions? Thoughts? Want to get together for coffee? Want to take our mascot on a walk? Give us a call! We’re always here to help. Shannon Callarman – Content Director shannon@redcaffeine.com | 630-785-6903 RedCaffeine.com

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