Brand Storytelling eCourse - slideshare

Brand Storytelling
Clarify Your Message So Customers Will Listen

We aren’t
in a race to
get our
product to
market

We are in a race to communicate why
our customers need those products in their lives

The brightest idea fails
if not communicated
properly

Videos available in the
eCourse full version

People
forget
what you
tell them

They’ll
remember
how you
made
them
feel

Traditional
marketing
often fails

1Brands fail to give the
audience a reason to
care

Our Brain is
designed to
survive

SELF-REALIZATION
ESTEEM
LOVE & BELONGING
SAFETY
PHSYCOLOGICAL
Desire to become the most that
one can be
Respect, self esteem, status,
recognition, strength, freedom
Friendship, intimacy, family,
sense of connection
Personal security, employment,
resources, health, property
Air, water, food, shelter, sleep,
clothing, reproduction
Maslow Pyramid

YOU
need to
help
people
Survive & thrive
Be accepted
Find love
Achieve an aspirational
identity
Bond with a tribe

Good luck
selling anything
to anybody

2Brands require customers
to burn too many
calories to understand
their offer

Too many info
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i

Brain
protects
us from
irrelevant
info

Neocortex
Limbic Brain
Reptilian Brain
Rational
Emotional
Instinctual

How long will they
pay attention?
Imagine the moment you start talking your
customer will start running on a threadmill

People don’t buy the best
product…

they buy the product they can
understand

Identify ambition Define challenges Provide plans

A MAP for customers
Stories are

Stories organize
the message in
such a way that
people are
compelled to
listen

Stories hold human being’s
attention for hours

STORY BRAND
Who’s the hero and what
she wants
What customers want

STORY BRAND
she wants
What happens if she
loses
What customers want
What happens if she does
not work with us

STORY BRAND
she wants
What happens if she
loses
How great if she wins and
how to win
What customers want
What happens if she does
not work with us
How will be her life better

What customers
wanted
be seen/heard

What customers
wanted
be seen/heard
What challenged
customers
Recognize inner
genius

What customers
wanted
be seen/heard
What challenged
customers
Recognize inner
genius
What tools customers
needed
Computer

The story at Apple is
not about Apple,
it is about you!

Who’s the brand in the story?

The brand is NOT the
protagonist!

Story structure
The hero
Has a problem
Meets a guide
Who gives the
hero a plan
And exhorts him
into action
That results in…
Success
Failure

Star Wars
Luke
Must defeat the empire
Meets Yoda
Trust the force
Go defeat the
Empire
That results in…
Rebellion victory
Rebellion defeat

Every story starts with a
protagonist

Experience-taking
changes us by allowing us
to merge our own lives with
those of the characters we
read about
https://www.psychologytoday.com/us/blog/the-psychology-fiction/201208/entering-anothers-experience
Geoff Kaufman and Lisa Libby (2012)

Define
what the
customer
really
wants

ATTENTION
5 minutes
TIME
Wrap up
www.sequoiacap.com
At the beginning

What makes a story interesting?

Will the underdog get
the promotion?

the promotion?
Will the runner finish
the marathon?

the promotion?
Will the runner finish
the marathon?
Will the team win the
championship?

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quis urna.
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est. Vivamus a tellus.
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orci.
OUR STORY SINCE …

What does the customer
really want?

A luxurious
restful
experience

Find the luxury and
rest you have been
looking for

Find the luxury and rest you have
been looking for

Can this brand really help me
get what I want?

what the customer
really wants?
How do you understand

Conserving financial
resources
Conserving time Building social
networks
Gaining
status
Accumulating
resources
Being
generous
Desire for
meaning

Why would you need a
presentation redesigned?

1
why’s
I need a beautiful design

1
why’s
I want to make a good impression2

1
why’s
I want to be perceived as smart & professional
I want to make a good impression2
3

1
why’s
I want to make a good impression
I want to have a strong personal branding
2
3
4

1
why’s
I want to make a good impression
I want to have a strong personal branding
I want to succeed
2
3
4
5

We redesign presentations for
you to succeed

Where are
you going?
The hitchhiker

 What does your
customer want?
 What desires that
you can fulfill?

Readers want to fret
James Scott Bell
“ “

The more we talk
about their problem

The more interest they
will have in our brand
?
?
?
?
? ? ? ?
?

The more you talk
about a villain

The more people will want
a tool to defeat him

The villain does not need to be a
person

It should have personified
characteristics

Making your brand human
creates empathy

The villain should be
Root source
high taxes not frustration
Singular
one is enough
Real
Enough to relate
1

3 kind of problems
The villain

Internal
problems
External
problems
Philosophical
problems

Win for the Na’vy
External problem

Listen to music,
read books
External problem

External
problems
Cause
internal
problems

Will I have
what it takes?
Internal problem

Scared by tech PCs
Internal problem

Internal problems are the real
reason why people care

Companies sell solutions to
external problems

I need to buy a used car
External problem

Customers buy solutions to
internal problems

I don’t want to
talk to sales-man
Internal problem
I need to talk to
a sales-man
Internal problem

People want to
be involved in
stories that are
larger than
themselves

Why does the story
matters to humanity

Powerful stories
Solve 3 levels

Jake kills the Villain
External problem
Jake has what he needs
Internal problem
Freedom right
Philosophical problem

I need a car
External problem
Be early adopter of new technologies
Internal problem
Help save environment

Better tasting coffee at home
External problem
Feel sophisticated
Internal problem
No need to be a barista

Brands to
offer
solution to
the 3
problems
External
Internal
Philosophical

 What is the
character?
 Who is the
villain?
Define the Problem
 External
 Internal
 Philosophical

If people
feel
understood
they feel
closer to
you

Tell customers
you
understand
their internal
problem

Show you have something in common

 Does this brand know what
they are doing?
 Is investing my time and
money going to be worth it?
 Can they really help me solve
my problem?
 How can I make them believe
in my brand?
 How can I create authority?

The guide shows the hero a
path

BUY NOW
• What happens if I fall into the
creek?

BUY NOW
creek?
• What would life look like if I
went over those falls?

BUY NOW
creek?
• What would life look like if I
went over those falls?
• What if it does not work?

Reassure
the customer
about taking
the path
BRAND

Free furnishing advice
Because sometimes big dreams need a hand
All the expertise of our experts to help you design and build the best solution for you. Choose the service that best suits your needs and book an appointment, in the shop or by
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Name it!
The Customer Satisfaction Agreement
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 Pellentesque habitant
 morbi tristique
senectus et netus et
malesuada fames ac
turpis egestas.
 Proin pharetra
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et orci.
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amet, consectetuer
adipiscing elit.
 Maecenas porttitor
congue massa.
 Fusce posuere, magna
sed pulvinar ultricies.
 Nunc viverra imperdiet
enim. Fusce est.
Vivamus a tellus.
 Pellentesque habitant
 morbi tristique
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turpis egestas.
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et orci.
sincerely
Make it official

 What is your Unique
Value Proposition?
 What are the steps for
your customer to buy
your product / service?
 Do you share common
values with your
customer that you can
put into an agreement
plan?
 Can you picture a
future scenario of how
better it could be with

2 Calls to action
Direct Transitional

Tell customers what to do
Direct
Call to action
TransitionalDirect

Establish authority
Create reciprocity
Become the guide
TransitionalDirect

Free information Testimonials Samples Free trial
TransitionalDirect

 Do you have direct
call to actions?
Define them
 Do you have
transitional call to
actions? Define them

Losses loom larger than gains
Kahneman & Tversky

How would you turn this into a story?

How to leverage risk aversion?

4321Inform
About the risk
Tell
They are vulnerable
Offer
To solve the problem
CTA
Call them to action
Building Communication Theory | Infante, Rancer, Womack

Fear is salt but
do not exaggerate

 No haggle pricing
 No commissioned sales staff
 Large selection of inventory

 What will cause to
the customer not
buying your product
/ service?

People want
to be taken
somewhere

Power or position Completeness Self realization
Create scarcity
Offer a premium
Offer status
Reduce anxiety
Reduce workload
More time
Inspiration
Acceptance
Transcendence

Everybody aspires to
something more

Great brands
define an
aspirational
identity
And they make
you feel a
different person

How does your
customer want
to be?

Think about how he wants to be
perceived by his friends

Great brands don’t just sell
products…

How will your brand change people

 Which change do
you want your
customers to
achieve?
 From: […]
 To […]

 What does your customer want?
 What desires that you can fulfill?
 What is the
character?
 Who is the villain?
Define the Problem
 External
 Internal
 Philosophical
 Does this brand know what they are doing?
 Is investing my time and money going to be
worth it?
 Can they really help me solve my problem?
 How can I make them
believe in my brand?
 How can I create
authority?
 What is your Unique
Value Proposition?
 What are the steps for
your customer to buy
 Do you share common
values with your
customer that you can
put into an agreement
plan?
 Can you picture a
future scenario of how
better it could be with
 What will cause to the
customer not buying
 Do you have direct
call to actions?
Define them
 Do you have
transitional call to
actions? Define
them
 Which change do you want your customers
to achieve?
 From: […]
 To […]

Sources: how to build a Story Brand

Brand Storytelling eCourse - slideshare

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