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

1. Storytelling
Your Brand

2. Why write Your
Brand Story?

3. © 2016 Wendy W. Roan, All Rights Reserved
A compelling story pre-sells
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ChoiceAwareness Repeat
65% of sale is made before customer contacts you.
A strong brand underscores the safety of choosing
the known.
Consideration
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4. © 2016 Wendy W. Roan, All Rights Reserved
Your Story is the sum of all your
communications
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Brand Experience
Customer Experience
Customers&
Members
Leaders(?)
Products&
Services
Brand Expression
Mission,Vision
&Values
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All Rights Reserved
Your Story
Your Brand

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Is Your Story Clear?
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Or is this your story?
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Your Story defines “What does your
organization accomplish? How?”
• Mission
• Vision
• Values drive decision making
• Strategic Plan/Business Goals
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8. You choose your customers
by the story you tell.

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Start with customers. Segment and
learn
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Strategic
Partners
Customers
Buying
Path
Purchase
Behaviors
Purchase
Channels
What
they Love
about
you
Painpoints
Personas:
Demos
Lifestyles
Values
++ +
++

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‣ Competitors &
Complementers Analysis
‣ Others’ target audiences
‣ Others’ stories
‣ Industry
‣ Geography
‣ Regulatory environment
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What are competitor stories?
Differentiate your brand story.
Image: Resident Capture

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‣ Strengths
‣ Unique delivery
mechanisms
‣ Products in R&D
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Image: Cathe Friedrich
From your Marketplace Analysis,
develop product & service messages.

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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.”*
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The Membership Economy, Robbie Kellman Baxter

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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
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Stand out. Category Leadership
even if you create a category
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Image: Pure Octane Talent

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Writing Your Story: Brand Strategy
• Simple
• Unique
• Durable
• Memorable
• Credible
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Compelling & Authentic

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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….
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Image: Reluctant Entertainer

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Consistently deliver Your Story
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BRAND
CUSTOMER
EXPERIENCE
PUBLIC
RELATIONS
SALES
MARKETING
& CHANNELS
Integrated
Marketing
PRODUCTS
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All Rights Reserved

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Your team: #1 Storyteller
‣ Staff loyalty drives customer loyalty
‣ Communicates story
‣ Customer relationships
‣ Can-do product delivery service
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‣ Website
‣ Email
‣ Digital / mobile / print
‣ Social media
‣ Video / Original photos
‣ App
‣ PR
‣ Events / Conferences….
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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?
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Image: queroperderpesocomsaude.com

22. © 2016 Wendy W. Roan, All Rights Reserved
Customer experiences tell your story.
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23. © 2016 Wendy W. Roan, All Rights Reserved
Compelling Story
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‣ 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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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
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