Welcome to the first video blog! This is a small experiment to test out video as a format so bear with the video quality here. In this post, I want to focus on Storytelling for Brands and in particular talk about a framework that you can use for building a story.
The content is largely taken from the book “Building a Story Brand” by Donald Miller and another book called “Stories at Work” by Indranil Chakraborty.
We break the post into 2 halves. The first focusses on why choose storytelling and the second on the 7 part framework that Donald Miller talks about in his book.
WHY CHOOSE STORYTELLING?
First and most important reason being:
Stories are memorable.
‘Tell me a fact and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will stay in my heart forever!’
The other reasons are:
- Stories help explain critical, complex messages.
- Stories are credible
- Stories inspire-action
- Stories spread
THE 7 PART FRAMEWORK
It has 7 elements, namely:
- Call To Action
Character: The hero of an effective Brand Story is the customer. It’s not about you, it’s about them.
Problem: Focus on the customer’s problems and make them the villain of the story. By communicating your awareness of your customers’ problems you communicate understanding.
Guide: Your company is the guide in your brand story and it exists to help customers overcome their life’s problems. Two key attributes necessary to be a good guide: Empathy & Authority.
Plan: As a brand you need to spell out the steps that the customers need to take to achieve success. Laying out a plan is the key to ensuring they commit to purchase. A process plan & Agreement plan are two methods of laying out a good plan.
Call To Action: Make a clear and direct call to action to prod your customer in your direction. E.g. ‘Buy Now’, ‘Register’…
Failure: Tell the customer what happens is they don’t buy your product. Your story should capitalize on the fear of failure. People are more interested in avoiding loss than pursuing gain.
Success: Go beyond the product and create a vision that shows your customers how your product will transform their lives.
You can make your branding efforts effective by using this 7-part framework to create and communicate a clear message that addresses the needs of your potential customers.
What did you think about this? Do you have other frameworks that you use or have read about? Do share your inputs. Until next time, see you in the comment section 🙂
Bonus: If you are starting off and thinking of writing a blog or creating content, check this WordPress blog for resources and guides.
Also, follow this link for more content on marketing and What Great Brands Do! If you want to know how to market your Cloud Kitchen then this is for you. Finally, checkout Digital Deepak for everything related to digital marketing.