Presented by brand strategist Lauren Pibworth at the November 20, 2014 AMA Michiana morning workshop: http://www.amamichiana.com/portfolio/workshop-brand-storytelling/

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CREATING YOUR BRAND THROUGH
STORYTELLING

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So – who is Lauren Pibworth?
• 8 years small business management, 10
years advertising and financial – opened
Pibworth Professional Solutions in 2007
• Marketing and Branding Consultant,
Speaker, Trainer, Author, Emcee, owner of
MoMondays Barrie….
• Working with speakers across North
America to help them get on more stages
to spread their message and expand their
pocketbooks.

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WITHOUT A SOLID BRAND, ALL THE
MARKETING IN THE WORLD IS NOT GOING TO
HELP YOU.
Why are we here?

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The Old Way

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The New Way
• Product , Price, Place, Promotion .. PLUS
• Service
• Experience
• Expertise
• Distribution
But it is still not enough…

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Why do we need Storytelling?
Every day…
• 297 billion emails are sent
• 2 million blog posts are written
• 864 000 hours of video are uploaded to You
Tube
• 16.4 million pieces of content are shared on
Facebook

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Start with the problem you solve
If I do not understand my target audience
Then… My brand could be wrong
Then… I could spend marketing dollars badly
Then… I might attract the wrong clients
Then… I will no longer have ‘fun’ with what I do
Then… I could become disheartened in my business
Then… I will stop working on it
Then… I could lose the business
Then… My finances will suffer
Then… My family could fall apart
Then…

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Your Deeper Why
• Who I serve (audience)
• I help people (features and benefits)
• How I do it (delivery / price)
• Why do I it (your story)
• And finally – why do I what I do - the way I do
it? (your deeper why – your differentiation)

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4 Components of a Story
• The Set Up
– The backstory (what do we need to know to set
the stage for the story)
• How were you different as a person before the story?
• Is the location, time, place important to the story?
• Always keep the end in mind (what’s your why
– the story flows from that)

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4 Components of a Story
• The Fall
– The inciting incident (what happened)
– How did it affect you? Describe your fall with both
general description as well as specific examples. (It
needs to get worse before it gets better, or else the
ending has no meaning.)
• How did you feel?
• What was missing?
• What were the obstacles?
• What was the lowest point?
• What was at stake?
• What were the consequences of defeat or giving
up?

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4 Components of a Story
• The Rise
– What happened to halt your descent?
– How did you climb back out?
– What did you discover?
– Who helped you?
– What was the benefit?

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4 Components of a Story
• Your WHY
– What did you learn?
– How did it change you?
– How will you use what you have learned?

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Some great brand stories
• The Cheerios effect
– https://www.youtube.com/watch?v=jkESA_be2sM
– https://www.youtube.com/watch?v=R0rPNctpaoo
– https://www.youtube.com/watch?v=TVFeGE7HdJU
• Budweiser
– https://www.youtube.com/watch?v=tTbLBL2P6YA
• Hallmark
– http://www.ispot.tv/ad/7ZrW/hallmark-tell-me
• Weiserfund
– https://www.youtube.com/watch?v=5rGIn-ZHqBU
– https://www.youtube.com/watch?v=5rGIn-ZHqBU

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Two really BAD stories
• Oldsmobile – Ringo Star
– https://www.youtube.com/watch?v=qJrzjj0TmsU
• Samsung Mobile
– https://www.youtube.com/watch?v=T8nJKWJTsUg