Hi. I’m Tim. I run a branding agency called Quillor. We help brands tell their story on the web.
Humans are wired for storytelling. Since the dawn of time, we’ve told stories. It’s how we communicate and it’s also how we promote our brands.
Let’s take a look at how storytelling began and how you can use it’s power to ELEVATE your brand.
This is the story of stories. At the dawn of time, stories travelled from person to person through communication to tribes and societies. Ideas continue, change or die through social networks, it’s survival of the fittest and only the most compelling ideas live.
The last hundred years of the broadcast era changed that to audiences becoming consumers of ideas not participants and spreading them. Brands who had access to airtime were guaranteed notice and it changed again to survival of the richest.
The broadcast era is shifting in this digital age and audiences are now in control of what they see, skip or pass along, this is the Digitoral era. The Digitoral era is now survival of the fittest again. Stories have always survived oral tradition.
Every element like characters, setting and conflict are there to tell the moral of the story. Morals: values that the storyteller wants to share.
He studied stories across cultures and millennia and discovered that the most successful stories audiences found engaging were about human values like community, justice, truth, and self-expression.
Discovered The Hero’s Journey: formula for brand storytelling Hero: Your Audience (the outsider to your brand) Mentor: Your Brand (teach the moral of the story) Take a good story brand and make them cultural icons by living their audience’s morals and values.
Published “The Hero with a Thousand Faces” which retells stories and explaining how each represents the mono myth: The Hero’s Journey.
The journey is like a cycle that begins and ends in the hero’s ordinary world, but passes through an unfamiliar, special world before returning.
Status Quo: ordinary world, ordinary day Call to adventure: Hero receives a mysterious message or challenge Meet the Mentor: Needs assistance from someone older or wiser Overcome Challenge: wins battle Resolution: Tangled plot lines get straightened out
Quillor is a branding agency that helps brand tell their story.
We help Coworks tell their story, using the Hero’s Journey.
Brand Archetypes are personas that communicate the personality of your brand.
The Hero: Saves the day. wants to prove itself, promise triumph
Brand Strategy: To be as strong and competent as possible, to act, decisiveness, overcome challenges. Example: The Marines logo, Well-known Celebrity: Martin Luther King, Jr.
The Innocent: Wants to be free and happy, promise simplicity.
Brand Strategy: Do things right, be trustworthy, positive, and straightforward
Example: Gerber Logo, Well-known Celebrity: Mr. Rogers
The Regular Guy: wants to feel part of something, promise belonging
Brand Strategy: develop solid values, be down to earth, accessible, hardworking, nice.
Example: Hanes Logo, Well-known Celebrity: Mary Jane
The Nurturer: wants to care for others, promise recognition
Brand Strategy: doing things for others, service, focus attention on other people, not yourself.
Example: Habitat for Humanity Logo , Well-known Celebrity: Mother Teresa
The Creator: wants to produce enduring art, promise authenticity
Brand Strategy: develop artistic control and skill
Example: Apple Logo, Well-known celebrity: Steve Jobs
The Explorer: wants to discover the world, promise freedom
Brand Strategy: journey, seeking out and experiencing new things, escape from boredom
Example: NASA Logo , Well-known Celebrity: Amelia Earhart
The Rebel: wants to start a revolution, promise revolution
Brand Strategy: disrupt, destroy, or shock, defiance, disobedience, nonconformity
Example: Harley-Davidson Logo, Well-known Celebrity: Che Guevara
The Lover: want to experience pleasure, promise passion
Brand Strategy: become more physically and emotionally attractive, build an experience that appeals to all the senses.
Example: Chanel Logo , Well-known Celebrity: Marilyn Monroe
The Magician: wants to understand the world, promise knowledge
Brand Strategy: develop a vision and live by it, help other people transform their lives using new methods, invent new methods and processes.
Example: Disney Logo , Well-known Celebrity: Walt Disney
The Ruler: wants to be powerful and influential, promise power
Brand Strategy: exercise power, confidence, exclusivity, live the life-style they want
Example: IBM Logo , Well-known Celebrity: Napoleon
The Jester: wants to live in the moment, promise entertainment
Brand Strategy: play, make jokes, be funny, humor, have fun
Example: Geico Logo , Well-known Celebrity: Charlie Chaplin
The Sage: wants to find the truth, promise wisdom
Brand Strategy: seek information and knowledge through self-reflection, research, objectivity and diligence
Example: NPR Logo , Well-known Celebrity: Albert Einstein