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Brand Story (Create authentic brand story (Get other tell your story…
Brand Story
Create authentic brand story
Brand story for
Build connection with audience
Transform presence & identity
Create Trust
Human brain responds to the descriptive power of stories
Synchronize - Neural Coupling
Speaker & listener share a story allows brands to interact in dynamic and interactive way
Listener's brain activity mirrors speaker's activity
Net effect is trust
Right features of story
Drive through personality
Brand story not marketing materials, not ads, not sales pitches
Brand story should be told with brand persona & Writer's personality at center stage
Story is inspired by the presence of people participate, create, connect, & develop saga of growth and success
Personality drive story. It's evolution of an entity told with personality
Reason your story should be personality driven is it will provide s.o real for customers to trust
Be simple
Structure: problem, solution, success
Every story has beginning, middle, end
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Careful with ending, it should suggest the beginning of success and continuation
Simple story more trustworthy
Shape your reason for existence
Describe whole reason for the existence of company
Why should I buy from you?
Must connect with the customers
North face
connect with active and adventure-minded people
Inspire adventure and the outdoor life
"Never stop exploring"
Connect with target customer. You buidl trust
Customer buy a part of story, not product
Customer not only participate story, they participate monetary way
Engage story by purchasing from business that tell story
Customer purchase product, they must feel as they buy part of story
Ex: Patagonia
Use term “worn wear” --> describe clothing products have endured for years
Patagonia aptly calls this “the stories we wear.
Ideal form of storying
Cause it places the story directly into product itself
Customer own story, so they trust it
Get other tell your story
Story takes care of itself
Good story is shareable
Other appreciate & engage story
Things to enhance stories virality
Build personal brand
Story infused with personality
Active on social media
Story thread through social media
Snippet, extracts, anecdotes, retweet, like, explain
Tell story everywwhere
Make story part of who you are & what company is
Communicate using power of story: write guest post, piece biography, tweet your day
Encourage customer tell story
Customer testimonials - effective way of broadcasting your story
Use these story on web,
Encourage story telling everywhere
Ex: Ben Silbermann, Pinterest