How to Create and Promote Epic Brand Stories
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The document discusses storytelling for brands and marketing. It provides a case study of a bakery called Lune Patisserie that gets customers to wait in long lines for croissants due to their effective branding and storytelling. The rest of the document outlines various storytelling strategies and approaches that brands can use, including understanding brand archetypes, creating personas, connecting with influencers through guest blogging and social media, and encouraging customers to share brand stories.
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How to Create and Promote Epic Brand Stories
- 1. @MediaWyse #SEMpdx Mastering Storytelling Lisa Gerber Big Leap Creative @lisagerber Casey Markee Founder, Media Wyse @MediaWyse
- 2. @MediaWyse #SEMpdx Get this Presentation @ Slideshare:
- 4. @MediaWyse #SEMpdx “People buy brands, products, and services because they LOVE their stories. People buy stories more than anything else. Business is ALL Storytelling!”
- 6. @MediaWyse #SEMpdx Case Study: Lune Patisserie Melbourne, AUS.
- 7. @MediaWyse #SEMpdx Case Study: Lune Patisserie Melbourne, AUS. Would you wait 45 minutes in line for a Croissant?
- 9. @MediaWyse #SEMpdx Branding as “Storytelling”
- 10. @MediaWyse #SEMpdx Branding as “Storytelling”
- 11. @MediaWyse #SEMpdx The Owner is an ACTUAL Rocket Scientist! Kate Reid, the founder, studied aerospace engineering and spent several years working for a Formula One racing team before apprenticing at the famed Paris boulangerie Du Pain et des Idees.
- 12. @MediaWyse #SEMpdx Good Story Right? But what Keeps People Coming Back?
- 15. @MediaWyse #SEMpdx Storytelling 101 for Brands
- 16. @MediaWyse #SEMpdx The Science of Storytelling 100,500 Digital Words are Consumed by the Average American every day!
- 17. @MediaWyse #SEMpdx The Science of Storytelling 92% of Consumers want Brands to Create Experiences that Tell Stories
- 18. @MediaWyse #SEMpdx The Science of Storytelling Our Brains Process Images 60X Faster than Words. Stories need to be Visual!
- 19. @MediaWyse #SEMpdx The Science of Storytelling Consumers want empathy. Understand my problem and address it!
- 20. @MediaWyse #SEMpdx The Science of Storytelling The BEST Brand Storytelling Follows a Classic Approach! HERO – CONFLICT - RESOLUTION
- 21. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club
- 22. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Hero: Mike says “Our Blades are F**king Great!”
- 23. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Conflict: Blades are Too Expensive & Complicated
- 24. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club Resolution: The “Party is On” at DSC and You are Invited!
- 25. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 26. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 27. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 28. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 29. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 30. @MediaWyse #SEMpdx The Science of Storytelling Or you can use the 5-Step Brand Story Approach! WHO WHY WHATHOW WHERE
- 31. @MediaWyse #SEMpdx The Science of Storytelling Example of this in Action: Dollar Shave Club
- 32. @MediaWyse #SEMpdx How to Find Your Story
- 33. @MediaWyse #SEMpdx Understand your Brand Story Archetype There are 12 Identifiable Archetypes for Brands
- 34. @MediaWyse #SEMpdx Understand your Brand Story Archetype The Entirety of the Brand Landscape can be Cataloged bit.ly/brand-archetypes-101
- 35. @MediaWyse #SEMpdx Understand your Brand Story Archetype Take the Free Quiz from KayePutnam.com http://kayeputnam.com/brandality-quiz/
- 36. @MediaWyse #SEMpdx Invest in Persona Marketing Identify your Customers and Target with Multiple Stories
- 37. @MediaWyse #SEMpdx Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! http://www.makemypersona.com/
- 38. @MediaWyse #SEMpdx Invest in Persona Marketing Persona Marketing with a Tool…and it’s Free! https://xtensio.com/user-persona/
- 39. @MediaWyse #SEMpdx Invest in Persona Marketing For more In-Depth Persona Marketing Know-How… http://bit.ly/ipullrank-personas
- 40. @MediaWyse #SEMpdx How to Artificially “Jumpstart” your Story
- 41. @MediaWyse #SEMpdx Strategy #1 – Give it a PR “Push”
- 42. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers
- 43. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers BuzzSumo.com Find Key Influencers via Keyword OR find Who Shared Content Pieces!
- 44. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers - Little Bird - http://www.getlittlebird.com/
- 45. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers - Little Bird - http://www.getlittlebird.com/
- 46. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers Little Bird
- 47. @MediaWyse #SEMpdx Strategy #2 – Connect with Influencers FollowerWonk.com Sort your Followers by “Authority” then reach-out via DM & @replies
- 48. @MediaWyse #SEMpdx https://www.linkedin.com/pulse/discover Strategy #2 – Connect w/ Influencers Linkedin.com
- 49. @MediaWyse #SEMpdx Pro Tip: You can DM any member of a Group! Strategy #2 – Connect w/ Influencers Linkedin.com
- 50. @MediaWyse #SEMpdx Strategy #2 – Connect w/ Influencers Linkedin.com Pro Tip: You can DM any member of a Group!
- 51. @MediaWyse #SEMpdx Strategy #3 – Email Hunter Reach-out to Influencers via Email https://hunter.io/
- 52. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging ….But HIGH-QUALITY
- 53. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Use Google Search Operators: Keyword/yourCompetitorName + “guest blog” Keyword/yourCompetitorName + “guest blogger” Keyword/yourCompetitorName + “guest Column” Keyword/yourCompetitorName + “guest article” Keyword/yourCompetitorName + guest post Keyword/yourCompetitorName + guest author Keyword/yourCompetitorName + “write for us” Keyword/yourCompetitorName + “write for me” Keyword/yourCompetitorName + “become a contributor” Keyword/yourCompetitorName + “contribute to this site” Keyword/yourCompetitorName + inurl:category/guest Keyword/yourCompetitorName + inurl:contributors Keyword/yourCompetitorName + “guest blog” + inanchor:contact Keyword/yourCompetitorName + “guest blogger” + inanchor:contact Keyword/yourCompetitorName + “guest Column” + inanchor:contact Keyword/yourCompetitorName + “guest article” + inanchor:contact Keyword/yourCompetitorName + “write for us” + inanchor:contact Keyword/yourCompetitorName + “write for me” + inanchor:contact Keyword/yourCompetitorName + “become a contributor” + inanchor:contact Keyword/yourCompetitorName + “contribute to this site” + inanchor:contact
- 54. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Good Outreach Example:
- 55. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging BAD Outreach Example:
- 56. @MediaWyse #SEMpdx Strategy #4 – Guest Blogging Boomerang that Baby! http://www.boomeranggmail.com/
- 57. @MediaWyse #SEMpdx Strategy #5 – Encourage Customer Storytelling
- 58. @MediaWyse #SEMpdx An Epic Story is NOT Necessary for Success ….but it Certainly Helps!
- 61. @MediaWyse #SEMpdx Casey Markee Founder, Media Wyse www.MediaWyse.com casey@mediawyse.com @mediawyse Become a Fan on Facebook: https://www.facebook.com/MediaWyse Follow Casey on Twitter: https://Twitter.com/MediaWyse Connect with Casey on Linkedin: https://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA Today’s Presenter is…
Editor's Notes
- The Art of Storytelling: How to Create and Promote Epic Brand Stories
- What do we mean when we say “tell a good story.” We all want attention but there is so much competition for it these days. So how? How do you tell a story that captivates the audience? More importantly, WHY do brands and you in the audience need to know storytelling?
- The reason being is that people tend to remember a good story. Stories that appeal and connect with a user or customer on an emotional level don’t have an expiration date. And once people tend to become emotionally invested in a brand, it takes a lot for them to abandon that brand (and that story) in the future.
- Creating epic stories starts with creating an epic experience. You grow your business by understanding what people want and then cultivating and promoting an experience that tells the customer the story they want to hear. The most successful companies and brands work to make the customer the center of their story. They don’t provide just a quality product or service they specifically work to interweave around the customer a total experience. They do this with packaging. They do with location. And they do this with their marketing approach. And the best stories, the very best, create a fully sensory experience.
- How many people like Croissants? Can I get a show of hands? How about cruffins or cronuts? And you’d expect that right. The French invented Croissants.
- Question: Why does someone take a tram across town or wait in a line for 45 minutes for a pastry?
- What if it was the world’s best croissant? NY Times Food says so. Before the wait, there was a 20 minute wait, now it's 40-45...for a Croissant.
- And what if the experience was so awesome and futuristic you didn’t realize the wait?
- How about if the branding told a story? kick-ass design done by local design agency "A Friend of Mine“
- How about if the branding told a story? Lune is owned and operated by a sister brother team the Reids.
- The scarcity and the STORY make this product what it is. They sell around 3000 croissants a week…and that is IT based on their capability.
- In the end, storytelling is the glue that holds epic content and experiences together.
- That’s what the real focus of this talk today is how do we find OUR brand story…and what do we do once we have it?
- Visual content is 40x more likely to be shared overall.
- This is a struggle. It’s hard to take things like “tile grout” and make it attractive but it can be done and companies do this all the time. For example, think about GEICO and the topic of car insurance. It doesn’t get much more boring niche-wise than insurance. But when GEICO was purchased by Berkshire-Hathaway in 1996, it was because Warren Buffett saw a lot of opportunity they just had to get the branding right… And the result was the GEICO gecko. That lizard with an adorable British accent travels the world telling stories about the brand, its customers, and the company’s offerings.
- We call this the “Rule of Three” – also popular in Joke Structure - set-up, anticipation, and punchline. Jon Stewart - I celebrated Thanksgiving in an old-fashioned way. I invited everyone in my neighborhood to my house, we had an enormous feast, and then I killed them and took their land.
- https://www.youtube.com/watch?v=ZUG9qYTJMsI Video cost $4500 when it went live in 2012. But the story is BAD-ASS and it resulted in the following: Mike Dubin CEO It went viral in a couple of days They ran out of inventory in 6 days Has 23 million views as of today They are up to 300,000+ customers and growing He introduces DSC in a sensational manner: “Our Blades Are F**King Great.” Then he addresses the major pain point of his target audience: expensive $20/month razors. He also introduces a subplot “making jobs” with a new character. Mike ends by saying the “party is on” and broadcasting that DSC has the solution to expensive branded razors.
- SETUP: The customer’s backstory unfolds: We explore his hopes, dreams, wants, needs, values, worldviews, and challenges.
- CONFRONTATION: The struggle arises The customer attempts to solve his problem or fulfil his need and often realizes he needs help. He has the answer to those expensive brand blades.
- RESOLUTION: Challenges are overcome The customer’s need is met. He manages to do the thing he wanted to do, but couldn’t. He is changed, has a new sense of self and set of beliefs about what’s possible.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great…and cheap. How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great…and cheap. How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great…and cheap. How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great and cheap! How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great and cheap! How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Who – who is the story for? – users of expensive razors Why – why are we telling it? – because we have an alternative to expensive razors What – what’s the message? – our razors are fucking great and cheap! How – how should we tell it? – we’ll do it in a cool video using humorous imagery Where – where will we share it? – we’ll start on YouTube and branch out from there.
- Why was Dollar Shave Club bought but other competitors such as Birchbox and Stitch won’t be getting similar offers. And their brand marketing is the key. The company learns about its audience and curates messages specifically meant to keep them engaged. With each delivery, customers get a "Bathroom Minutes" magazine. Designed to resemble the funny pages of a newspaper, the little pamphlets feature life and shaving tips, as well as articles answering questions about such important bodily functions as why fingernails grow faster than toenails
- - The key information to crafting an effective brand story is understanding your ideal customer.
- There are 12 identifiable archetypes that you can classify. What is an archetype: In marketing, a brand archetype is a genre you assign to your brand, based upon symbolism. The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity. By understanding the dynamic of the archetype in which you operate you can more effectively create a story that allows you to both stand out and connect with your target audience. These Brand Archetypes are defined by Dr. Carol S. Pearson and Margeret Mark’s The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. By figuring out what your brand archetype is, you are given a powerful model to craft your brand around. When people understand your brand, they can begin to LIKE + TRUST you, which leads to sales.
- Each brand will usually alight with one clear archetype but share traits with others. For example, I fall on the “Sage” archetype wheel. I tend to focus on understanding the world and teaching others what I know. I do that by researching and testing through self-reflection and hypothesis. Most of you in the room, as digital marketers, can say the same thing. Google, the WSJ and Fidelity would be classified under “Sage.”
- These Brand Archetypes are defined by Dr. Carol S. Pearson and Margeret Mark’s The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. By figuring out what your brand archetype is, you are given a powerful model to craft your brand around. When people understand your brand, they can begin to LIKE + TRUST you, which leads to sales.
- Personas provide a “face” to the user story, creating more empathy and understanding about the person using the product:
- Just enter 17 simple questions and you can generate a buyer persona very quickly into a Word Doc. Be warned though it’s incredibly simplistic. Interviews though, by far, are the most reliable way to generate solid correct persona data.
- A little more detail here and you can export this graphically. You have to upgrade though if you want to remove that.
- Just like a show needs an audience, a story needs a listener. Without that audience, your story means nothing. You have a lot of ways to “jumpstart” your story but here are four strategies that have worked well for yours truly. Your goal as a brand is to get other people to TELL your story.
- There are 2 million+ blog posts published each day. It's just not enough to have quality content you have to cast a bigger net. Even the best content MUST escape the noise. You do that by targeting influencers. Getting a "boost" out-of-the-gate.
- BuzzSumo gathers stats about the URL on the Twitter user's profile. This can give us an idea of the authority of their website as well as their social stats—perfect for identifying influential authors. Like with the other BuzzSumo search, there's an export feature so that all the data can be collated into a spreadsheet; I'd recommend doing this.
- And @getLittleBird works by identifying influencers by what OTHER influencers are connected. Shows a "insider score" to use. They call this “contexual segmentation” and this is a little different then demographic or psychographic targeting. You are looking for people who have specifically sought out connections that are related to your focal area or product.
- And @getLittleBird works by identifying influencers by what OTHER influencers are connected. Shows a "insider score" to use. They call this “contexual segmentation” and this is a little different then demographic or psychographic targeting. You are looking for people who have specifically sought out connections that are related to your focal area or product. Based in Portland, recently acquired by Sprinklr
- And @getLittleBird works by identifying influencers by what OTHER influencers are connected. Shows a "insider score" to use. Find the most relevant, credible Twitter influencers—on demand, at scale and in real time.
- Linkedin Pro Tip: you can send a message to ANYONE on Linkedin that you share a group with. Doesn’t matter if you are connected. So if you find someone you want to connect with and you don’t know them, find them in a group, then connect that way.
- Linkedin Pro Tip: you can send a message to ANYONE on Linkedin that you share a group with. Doesn’t matter if you are connected. So if you find someone you want to connect with and you don’t know them, find them in a group, then connect that way.
- Free accounts get 150 requests a month but you can’t export by CSV. You can pay $49/mo to get up to 1K requests and get full CSV exports. It goes up from there.
- GMAIL “canned responses are a super-easy way to do quality outreach templates
- Remember Lune Croissants in Melbourne? They are killing it on Instagram.
- People like Chris Brogan, and Pubcon Keynoter Scott Stratten didn’t get successful because everything they created was epic. They are successful because they told a good story that is fully infused with their personalities, kept telling good stories then kicked the shit out of promoting that content.