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Discovering Your Brand Story

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An interactive workshop that shows entrepreneurs and small business owners how they can develop brand stories that make an impact.

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Discovering Your Brand Story

  1. 1. How to Discover Your Brand Story
  2. 2. #pcto18 @markevans
  3. 3. WHAT DOES STORYTELLING MATTER TO YOU? EXERCISE
  4. 4. Everyone we do, we believe in challenging the status quo. We believe in thinking different. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. What to buy one?
  5. 5. EXERCISE What is your why? What’s your purpose? Why does your organization exist? Why do you get out of bed in the morning and why would anyone care?
  6. 6. WHY STORYTELLING MATTERS
  7. 7. “A company without a story is usually a company without a strategy” - Ben Horowitz, Andreessen Horowitz
  8. 8. Consumers have lots of information
  9. 9. Stories Are Remembered….. And Shared
  10. 10. Stories make the complex simple
  11. 11. Stories Engage, Educate, Entertain
  12. 12. Stories spark emotions
  13. 13. Stories Are About Experiences
  14. 14. “Capturing life’s most exciting moments, and sharing them with others.” – Suzanne Watson
  15. 15. WHO’S YOUR IDEAL CUSTOMER? (the audience for your stories) EXERCISE
  16. 16. First Steps……
  17. 17. “Write down all your ideas, all the time” - Sujan Patel
  18. 18. Always Be Storytelling
  19. 19. Storyboarding • Flow – best moments, major milestones • Failure – lessons from mistakes, defeats • Forks – pivots, threats, changes • Friends – client success, testimonials • Funny – silly traditions, goofing up • Found – books you quote, mentors • Future – what’s next, exciting projects
  20. 20. SIX STORYTELLING THEMES Origin Stories Stories About Your Challenges Stories About What You Think Stories About Your Customers Stories By Your Customers Earned Stories
  21. 21. ORIGIN STORIES (AKA FOUNDER’S MYTH)
  22. 22. Create your origin myth story. It could include: • Your mission, vision or purpose • Your humble beginnings • Your lucky break
  23. 23. EXERCISE • The inspiration for your startup • The problem you wanted to solve and why • The challenges of the journey • A story about your success
  24. 24. Challenges
  25. 25. What You Think
  26. 26. Stories About Your Customers
  27. 27. Stories By Your Customers
  28. 28. WHAT’S YOUR STORY
  29. 29. word stories (A mini-company description)
  30. 30. Organize your favorite things
  31. 31. Run your business anywhere.
  32. 32. It’s how people meet.
  33. 33. WHAT’S YOUR FOUR WORD STORY? EXERCISE
  34. 34. WHAT’S YOUR 10-WORD STORY? EXERCISE
  35. 35. WHAT’S YOUR 25-WORD STORY? EXERCISE
  36. 36. WHAT’S YOUR 100-WORD STORY
  37. 37. VALUE PROPOSITIONS
  38. 38. A value proposition is a statement of unique benefits (and value) delivered by your product to target customers
  39. 39. Value Propositions Questions • What is your product? • What problem are you solving? • Who is the target audience? • What is the value of your product? • How is your product unique, different or better?
  40. 40. VALUE PROPOSITION TEMPLATE For ____________ (target customer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ .
  41. 41. I help fast-growing companies grow even faster by creating marketing that actually works.
  42. 42. I help fast-growing companies grow even faster by creating marketing that actually works. Target Audiences Benefits Product
  43. 43. Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.
  44. 44. Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.
  45. 45. EXERCISE For ____________ (target customer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ . FILL IN THE BLANKS
  46. 46. Telling the right stories to the right audiences at the right time
  47. 47. PRIORITIZE After ranking marketing channels, split them into three buckets: now, soon and later to determine next moves. LIST Write down all the marketing channels and activities that could be used to engage target audiences, regardless of their potential. RANK Rank all your marketing channels based on required resources, costs and expected success/ROI. 0203 01 LIST, RANK, PRIORITIZE FRAMEWORK
  48. 48. Website Videos Infographics Newsletters NOW
  49. 49. Case studies Social media Blogs eBooks White papers Conferences Webinars Direct mail SOON (3 to 9 months) ( 9 months to never) LATER
  50. 50. mark@markevans.ca www.markevans.ca 416-669-7028
  51. 51. But wait, there’s more……. Story Spark video course: www.growevenfaster.com Coaching: www.markevans.ca/marketing-coaching Story Spark (the book): www.subscribepage.com/storysparkthebook
  • jamesherrera

    Feb. 17, 2019
  • craigleppan

    Apr. 18, 2018
  • tcagley

    Feb. 27, 2018
  • redpine13

    Feb. 25, 2018

An interactive workshop that shows entrepreneurs and small business owners how they can develop brand stories that make an impact.

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