Building brand through story telling
Building
brand through story telling
There is a need to clarify your brand message so that customers will listen through better story telling. "Stop talking brand features, start telling brand story"
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| Dr. Samir Kapur, Strategic Communication specialist, Mentor & Author |
Summary:
· Revitalize your marketing
plan by creating a story with a 7-Part Framework.”
· Make your customer the
hero of your story.
· Customers will find you
if you solve an “external problem”; they will buy from you if you solve an
“internal problem.”
· Help your customers recognize
that you are the “guide” they seek.
· Advise your customers to
follow a simple plan.
· Challenge your “hero
customer” to take action.
· Help your customers avoid
tragedy.
· Show your customers how your
brand will transform their lives.
· Your script is your
blueprint for transforming your marketing materials and corporate culture.
Revitalize your marketing plan by creating a story following a
7-Part Framework.”
The human brain is hardwired for stories, which is why
storytelling conveys marketing messages so well. A good story gives your
customers a “map” that makes intuitive sense and helps them engage with
your brand. A story guides them through the noise, including the
noise you may inadvertently mix in with your current marketing. However,
if your story doesn’t engage people within their hierarchy of needs,
they won’t care about your message.
“Story is atomic. It is
perpetual energy and can power a city. Story is the one thing that can hold a
human being’s attention for hours.”
For your
story to reach your customers, it has to pass the “Limtus Test.” That is,
if a layman read your story, would she say aha that she knows what you’re
selling, sees how it could improve his life and knows where to buy it? If so,
it passes the litmus test.
The
most important thing in telling your story is what your customers hear
– not what you’re trying to say. The ideal communication framework
breaks down into seven messages in seven categories that constitute
the Framework. Its structure follows the seven crucial moment’s central to
every story:
1. The hero (your
customer) wants to reach a goal.
2. The hero hits a dilemma
that precludes achieving the goal.
3. When the hero begins to lose
hope, a “guide” arrives.
4. The guide offers a plan.
5. The guide issues a “call to
action.”
6. The hero takes action and
avoids failure.
7. The story ends with the hero
achieving “success.”
“People will always choose a
story that helps them survive and thrive.”
The
framework enables marketers to distill your brand message to one page
and filter out the parts of your corporate information that essentially
only bore your customers. To begin, identify a core message for your overall
brand. Then you can write a Brand Script for each corporate division, or
each market segment, or each product. Your story can fulfil many
possibilities, but keep the following basics in mind.
Make your customer the hero of your story.
The hero of your story is the customer, not your business or
product. A story isn’t compelling to your audience until you define what
the hero – that is, your customer – wants to achieve. This opens a “story
gap” which the human mind seeks to close by finding the answer. Will the hero
triumph? The suspense draws people into your story.
“Every human being is already
speaking the language of story, so when you begin using the framework, you’ll
finally be speaking their language.”
Focus
on defining and fulfilling a pivotal customer need. “Everything else
is a subplot.” Make sure the desire that your brand fulfills connects
to your customer’s sense of survival and desire for safety, health or happiness
– for example, saving time or money, being part of a community, improving
social status or increasing profits.
Customers will find you if you solve an “external problem”; they
will buy from you if you solve an “internal problem.”
Draw your customers further into your story by
identifying their problems. As long as the conflict stays unresolved,
you’ll have your customers’ attention. Ultimately, the source of conflict in
every riveting tale is the villain. The best sort of villain gives your audience
members a place to focus negative feelings, to root for the hero and to
engage. Depict a dastardly villain, and position your product or
service as the right weapon to vanquish the foe. Your villain doesn’t have to
be a person; it can be the problem your product solves, but the audience should
be able to recognize it instantly as a threat.
“Simply turning our focus to
the customer and offering them a heroic role in a meaningful story is enough to
radically change the way we talk about, and even do, business.”
Villains
thwart heroes on three successive levels: through an “external problem” that
becomes an “internal problem,” which in turn is ultimately a “philosophical
problem.” Villains set up obstacles between the hero and the quest to
solve the problem in order to achieve stability. In movies, external
problems are often physical, like a countdown to an explosion. In
real life, they are more mundane. Restaurants solve the problem of hunger.
Plumbers solve leaky pipes. Identify the external problem you can
solve.
“Leaders desire to be seen as
heroes when, in actuality, everything they think they want from playing the
hero only comes by playing the guide. Guides are respected, loved, listened to,
understood and followed loyally.”
But,
remember, people buy because you solve their internal problem. In
movies, the “backstory” fills in all the reasons why the hero may not be
able to overcome the obstacle. Maybe it’s past failure or fear
of not measuring up. The drive to resolve that inner frustration
is greater than the drive to overcome an external problem.
“People don’t buy the best
products; they buy the products they can understand the fastest.”
When
your brand identifies an internal frustration and solves it – while also
solving the external problem – you’ve put yourself deep inside your
customer’s narrative. CarMax, for example, positioned itself to sell used cars
without hiring what many customers stereotyped
as annoying salespeople. By addressing the external and internal
obstacles to buying a used car, CarMax succeeded in a difficult market.
“Story is a sense-making
device. It identifies a necessary ambition, defines challenges that are
battling to keep us from achieving that ambition and provides a plan to
help us conquer those challenges.”
Solving
philosophical problems will gain customers. It gives your hero a
sense of belonging to an epic theme such as good versus evil or love
conquers all. The perfect brand position is a promise to resolve all three
problems – external, internal and philosophical. Automaker Tesla solves
the external problem of buying a car, the internal desire to adopt cutting-edge
technology and the philosophical desire to be environmentally
conscious.
“As a brand, it’s our job to
pursue our customers. We want to get to know them and for them to get to know
us, but we…need to take the initiative.”
The
best stories are simple. Resist the urge to have several villains and
multiple problems. Choose the external problem that calls for the largest
application of your brand’s solutions, solves your customer’s internal
problem and fits a larger philosophical framework.
Help your customers recognize that you are the “guide”
they seek.
Engage customers by offering a solution to their problem in
which you are the guide. Stories usually thrust heroes into high-stakes
situations for which they feel unprepared. The
wise, experienced guide – think of Yoda advising Luke Skywalker
in Star Wars – offers them a plan or path
forward. Successful guides exhibit empathy and authority. Show your
customers that you understand their pain points and that you care. Having
the authority to be a good guide means you are competent and have
applicable experience. Convey authority in your marketing materials by
including statistics, awards and logos of prominent customers.
Advise your customers to follow a simple plan.
You still need to convince your customer to make a
commitment and buy from you. At this point in your story, customers aren’t yet
ready to take the plunge. They worry that buying won’t solve their problem.
Remove all sense of risk by having a plan. When you send out a marketing
message, customers want to know what to do next. If they’re confused,
their next step won’t be buying from you. They need to feel sure about you, so
give them the exact steps they need to take. Clarify the way forward to
get them to buy – and now.
“We create lead generators
for each revenue stream our company offers. This allows us to segment our
customers by their interests and offer different products to solve their
various problems.”
You
can offer “process plans” or “agreement plans.” For process
plans, give customers three to six steps that include buying your
offer and continue to include something that will happen after
their purchase. This clarifies the solution to their problem and
makes it easy for them to give you their business. Alternatively, design an
agreement plan to reduce customer fear.
“When we empathize with our
customers’ dilemma, we create a bond of trust. People trust those who understand
them, and they trust brands that understand them, too.”
For
example, CarMax’s four-point agreement promises customers they won’t
have to haggle over the price of a car, and it offers its
certification program to alleviate fears. CarMax solves its customers’ external
problem of buying a car, while solving their internal problem – fear
of a used-car salesman pushing them or deceiving them. Devise your plan by
brainstorming about your customer’s potential concerns. Give your plan a
title to improve its “perceived value.”
Challenge your “hero customer” to take action.
Heroes won’t act until they’re challenged. Challenge
your customer to place an order. If you don’t ask for the sale, you won’t
get it. Put a “buy now” button at your website’s top right corner and
in the middle of the page. Repeat your call to action. Show that you stand
behind your offer. When a blunt call to action doesn’t work, try
a transitional call to action, which starts with deepening your
relationship with your customer. Free, educational information is a type
of transitional call. A free sample or a free trial can
remove any risk your customer might feel. Be gently,
entertainingly, informatively persistent. Make the process of doing business
with you easy.
Help your customers avoid tragedy.
Riveting stories can end in success or tragedy.
The uncertainty is what engages people. The hero’s potential
downside raises the stakes. Fear sells. Website copy or articles that
spell out what failure could look like for your
customers bring a sense of urgency to the decision to buy. Let your
customers know what they might lose without your guidance or solution. Then
explain your plan, and deliver your call to action. Be careful, since
a little bit of fear goes a long way. Too much will
turn customers away.
Show your customers how your brand will transform their lives.
Describe success to your potential customer by defining the
customer’s goal. Make a simple three-column chart to map out the “before”
showing what your customers have, how they feel, their average day and
their current status before they use your brand. Then repeat the exercise to
map the “after” – how your brand will solve their dilemma and
improve their lives. The after column captures your “end vision.”
List the ways you solve your customer’s external, internal and philosophical
problems. Determine what transformation your customers seek, and find
their happy ending. To create an “aspirational identity” for your customers,
consider how they’d like their friends and peers to view them.
“The whole point of your
website is to create a place where the direct call-to-action button makes sense
and is enticing.”
Position
your brand to offer status by providing “access.” Starbucks does this by giving
customers a card to track points for purchases and earn a free cup of
coffee. Offer your best customers a premium, or build their perception of your
product as a luxury brand, like Mercedes and Rolex. Fulfil your customer’s
need for self-knowledge or self-acceptance by associating your brand with
behaviours, people or events that inspire them, emphasize the inherent beauty
in things or invite them to be part of a transcendent mission. In the
“success module” of the framework, close all the “story loops” that you opened.
Your resolutions are the happy people now using your goods or services.
Your script is your blueprint for transforming your
marketing materials and corporate culture.
Implement your storytelling message throughout your
marketing materials. Begin with your website. Keep your message succinct and
simple. Include five elements:
1. On your website, state your
offer up front and at the top, before your visitor scrolls down the page.
2. Place your call-to-action
buttons where customers can see them right away, at the top right and in the
middle of the page, also before customers scroll down.
3. Present images of happy,
satisfied customers.
4. Consolidate multiple or
complex business products or services to one unified, overall message.
5. Be brief. Reduce
information to bullet points.
“How many sales are we
missing out on because customers can’t figure out what our offer is within five
seconds of visiting our website?”
The
story telling approach will help transform your corporate culture.
Having a “narrative void” in your organization will keep employees
from pulling together. The explosion in information fuels this disengagement.
Many people are subjected to 3,000-plus advertising messages
daily. Replace this distracting overload with unifying, clear, concise
story messages.
Crafting
your narrative begins with bringing new employees onboard as heroes and
inviting them into your story so that they see their jobs as
transformational opportunities. During orientation, teach them about their
part in representing the organization as guides for your customers. Use
the StoryBrand approach to make sure that everyone paddles in the same
direction.
Use the first four modules of the Framework – “character,
problem, plan and success” – to distill your main marketing message
into one powerful statement. Collect website visitors’ email addresses by
creating a lead generating offer, such as a free PDF document.
Automate an email “drip campaign” to nurture customers toward a
future purchase. Present the stories of people you’ve helped to minimize
potential customers’ sense of risk. Develop a system with incentives
to encourage customers to promote your business and your story.
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