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Discovering Your Brand Story
The document discusses the importance of storytelling in branding, emphasizing that a company's story is crucial for establishing its strategy and connecting with consumers. It outlines exercises for discovering one's brand story and crafting effective value propositions, as well as the significance of targeting the right audience. Additionally, it provides a framework for prioritizing marketing channels and activities to effectively engage with audiences.
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Discovering Your Brand Story
- 1. How to DiscoverYour Brand Story
- 2.
- 6. WHAT DOES STORYTELLING MATTER TOYOU? EXERCISE
- 9. 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?
- 10. EXERCISE What is yourwhy? What’s your purpose? Why does your organization exist? Why do you get out of bed in the morning and why would anyone care?
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- 12. “A company without astory is usually a company without a strategy” - Ben Horowitz, Andreessen Horowitz
- 13. Consumers have lotsof information
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- 15. Stories make the complexsimple
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- 21. “Capturing life’s most excitingmoments, and sharing them with others.” – Suzanne Watson
- 23. WHO’S YOUR IDEAL CUSTOMER? (theaudience for your stories) EXERCISE
- 25.
- 26. “Write down allyour ideas, all the time” - Sujan Patel
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- 28. 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
- 29. SIX STORYTELLING THEMES Origin Stories StoriesAbout Your Challenges Stories About What You Think Stories About Your Customers Stories By Your Customers Earned Stories
- 30. ORIGIN STORIES (AKAFOUNDER’S MYTH)
- 34. Create your originmyth story. It could include: • Your mission, vision or purpose • Your humble beginnings • Your lucky break
- 35. EXERCISE • The inspirationfor your startup • The problem you wanted to solve and why • The challenges of the journey • A story about your success
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- 38. Stories About YourCustomers
- 40. Stories By YourCustomers
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- 42. word stories (A mini-companydescription)
- 44. Organize your favoritethings
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- 48. It’s how peoplemeet.
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- 54. A value propositionis a statement of unique benefits (and value) delivered by your product to target customers
- 55. 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?
- 56. 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) ____________ .
- 57. I help fast-growing companiesgrow even faster by creating marketing that actually works.
- 58. I help fast-growing companiesgrow even faster by creating marketing that actually works. Target Audiences Benefits Product
- 60. Uber is evolvingthe way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.
- 62. Square lets yourun your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.
- 63. EXERCISE For ____________ (targetcustomer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ . FILL IN THE BLANKS
- 64. Telling the rightstories to the right audiences at the right time
- 65. 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
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- 70. Case studies Social media Blogs eBooks Whitepapers Conferences Webinars Direct mail SOON (3 to 9 months) ( 9 months to never) LATER
- 71.
- 72. But wait, there’smore……. Story Spark video course: www.growevenfaster.com Coaching: www.markevans.ca/marketing-coaching Story Spark (the book): www.subscribepage.com/storysparkthebook
Editor's Notes
- #4 I have been telling stories for entire professional career. I have always believed that stories and content are king.
- #7 Write down ideas on a whiteboard to see different perspectives.
- #8 Why – What’s your purpose? Why does your organization exist? What is your purpose, cause, belief? Why do you get out of bed in the morning and why would anyone care? Inspired leaders and organizations communicate from inside out. Apple: We make great computers that are beautifully designed. Want to buy one? 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/ People don’t buy what you do? People buy why you do it? How – How do you do that? UVP, value propositions. What – What do you do? Everyone organization knows it.
- #14 The relationship between brands and consumer has been reconfigured. Brands used to broadcast the information they want. Today, consumers already had a lot of information So how do brands engage these information-heavy consumers?
- #15 People remember stories, they don’t remember facts or numbers.
- #16 Rob Archambeaut – talking about why he should sell someone’s house Flybits talking about its contextual, personalized and relevant mobile technology vs. telling stories.
- #19 Baked beans
- #20 Most of the decisions we make do not involve rational logic; they are driven by emotions. Storytelling is a great way to trigger emotions.
- #22 The company was founded by Nick Woodman in 2002 after a surf trip to Australia where he was hoping to capture high-quality photos of his surfing. Woodman initially raised a portion of the money for his company by selling bead and shell belts for under US $20 out of his VW van.
- #24 Awareness, consideration, decision
- #28 Steve Ells Graduated from the Culinary Institute of America, Dreamed of opening a fine-dining restaurant but ran into the problem most entrepreneurs face; lack of funds. In 1993 he opened Chipotle as a way to make money to fund his fine-dining restaurant.
- #32 Steven Ells attended the Culinary Institute of America. After graduating, he worked as a sous chef at Stars Restaurant before leaving to launch Chipotle in 1993. Then 28, Ells created Chipotle to help him fund a fine-dining restaurant he had dreamed of. The restaurant quickly gained traction with it’s fast yet quality food service and began to gain a cult following. https://www.fundable.com/learn/startup-stories/chipotle
- #34 Worked for Hubba, a red-shot start-up. Wanted to do their own thing so they quick.
- #56 Simple, memorable, short