The Importance of a Brand Story in Business

Ryan Stoner, Strategy Director@Stonage

How to connect with people and driving action for you business with brand storytelling

– Simon Sinek, Author of Start with Why

“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.”

LIFE HAPPENS IN THE NARRATIVES WE TELL ONE ANOTHER.

DATA CAN PERSUADE PEOPLE, BUT STORIES STIR EMOTIONS, SPARK IMAGINATIONS, AND INSPIRE

ACTION.

GOOD STORIES SURPRISE US. MAKE US THINK. MAKE US FEEL. AND HELP US REMEMBER WHY

SOMETHING IS IMPORTANT.

CECIL

STORYTELLING MAKES PRODUCTS & SERVICES

RELEVANT. IT MAKES US CARE.

NO ONE CARES ABOUT YOUR MARKETING GOALS, BUT EVERYONE

LOVES A GOOD STORY.

SUCCESSFUL BRANDS ALL HAVE ONE THING IN COMMON:

THEY TELL GREAT STORIES TO INSPIRE ACTION

On April 8, 2011, Blake Mycoskie, the founder of TOMS shoes, did something radical: He asked everyone to go barefoot for a day.

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Patagonia recently launched Patagonia Provisions and features food that pushes through their core beliefs – sustainability, culture, travel, experiences.

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Coca Cola gave fans an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else.

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Warby Parker had never sold a range of its eyewear through another national retailer, until August 2015 - teaming up with Nordstrom to launch exclusive new pop-up shops.

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In 2010, American Express launched Small Business Saturday - a shopping holiday to encourage shoppers to patronize bricks and mortar businesses that are small and local.

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With 62 million people logging on to one of its apps at least once a month, Under Armour now controls the world’s biggest digital health platform - helping people facilitate relationships that can fuel passions

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Dominos’s took convenient ordering to a whole new level with Dominios Anyware - enabling you to order pizza with any device or interaction.

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NASA sent special LEGO ® kits, including model satellites, orbiters, and even a scale model of the space station, into orbit.

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T-Mobile announced it would do away with contracts, moving to phone leasing instead. paving the way for customer to opt out of contracts at any time.

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Uber has launched hundreds of “surprise-and-delight campaigns” aligning the brand with opportunities to open up up more possibilities for riders.

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ALL THESE BRANDS INSPIRED ACTION BECAUSE THEY HAVE A

BRAND STORY THAT GUIDES EVERYTHING THEY DO.

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For builders, young and old, Lego pioneers new ways, materials and models of play that allow people to apply imagination and logic to explore and challenge

their individual creative potential.

IMAGINING POSSIBILITIES

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T-Mobile unleashes people to use their wireless device the way they really want to by eliminating the ridiculous barriers and restrictions of the category.

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Owning The Moment

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For people who need transportation, Uber opens up more possibilities by seamlessly connecting riders to drivers because we believe transportation

should be reliable as running water, everywhere for everyone.

A brand story brings focus and gives you a better chance of controlling your own destiny.

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A great brand story serves as a call to arms for everything your company does AND why it matters.

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Which Means…

You can bring others along with a compelling vision of the future.

You can give a voice to your company that helps shape your culture.

You can always be on clear, coherent and consistent with your message.

You can have a stronger story to contribute to a pitch or a new customer.

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Whether you’re in B2B or B2C doesn’t matter. Your brand story can have a positive impact on your sales & operations.

A good story helps a prospect envision how they could utilize your services.

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WHAT MAKES A STRONG BRAND STORY?

–Scott Bedbury

“A great brand is a story that’s never completely told.”

Know your purpose.

Identify and prioritize the key bits that make your brand special.

Have a clear point of view.

Deliver cohesive story line that aligns to everything you do.

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A great story is targeted, and to a sense personal, or rooted in your personal beliefs for starting the company.

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Be different.

Stand for something.

Tap into humanity.

Build relationships.

Inspire action.

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EVERY BUSINESS HAS A STORY.LET’S BEGIN TO CRAFT YOUR STORY.

THREE STEPS TO CRAFTING YOUR BRAND STORY

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Step 1Story Immersion

Step 2Craft Your Story

Step 3Deliver The Story

TODAY WE WILL FOCUS ON A STORY IMMERSION.Step 1

Story Immersion

AND DRAFTING AN INITIAL BRAND PURPOSE STATEMENT THAT CAN

GUIDE EVERYTHING YOU DO.

NOW. LET’S ANSWER SEVERAL QUESTIONS ABOUT YOUR BRAND.

WHAT MAKES YOUR BRAND SPECIAL?

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What drives you and your

success?

What makes you different or

special?

What are you deeply

passionate about?

NEXT, LET’S ANSWER SEVERAL QUESTIONS ABOUT YOUR CUSTOMER.

WHY DO YOUR CUSTOMERS CARE?

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Who are your most valuable customers?

What motivates them to take

action?

What barriers get in their

way?

NOW, LET’S ARTICULATE PRIORITIES THROUGH THE EYES OF YOUR CUSTOMER.

WHAT’S YOUR PROMISE TO YOUR CUSTOMER?

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What do you do? / What

problem are you solving?

Who do you do it for?

Why do you do it better?

LASTLY. LET’S CREATE YOUR BRAND PURPOSE STATEMENT.

A BRAND PURPOSE STATEMENT ANSWERS THE “WHY.”

IT IS DESIGNED TO BE CLEAR, SIMPLE AND CONVERSATIONAL.

IT INTRODUCES YOUR UNIQUE POINT-OF-VIEW.

Brand Purpose Statement

WHO

WHAT

WHY

} For (target customers/mindset),

(brand) is (frame of reference),

that (key benefit/problem-solving capability)

and/because (reason to believe/key differentiator)

USE YOUR BRAND PURPOSE TO DRAFT YOUR BRAND

STORY AND LET YOUR BRAND STORY INFORM YOUR BRAND

ACTIONS.

LIVE YOUR BRAND STORY WITH MINI-BRAND ACTIVATIONS

Invest in a handful of folks in your core, target customer audience.- Service those customers well

- Get to know them personally

- Listen to their stories on why what you are doing is important to them

- Never stop shipping great features that reward the stories your customers tell

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FULL IMMERSION OF YOUR BRAND STORY WILL MAKE YOU TIMELESS

A powerful brand purpose statement

A meaningful name

A solid brand identity design

A website that resonates with everyone

Activations that bring your brand story to life

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YOUR BRAND STORY SHOULD NOT JUST BE LIMITED TO YOUR COMPANY’S “ABOUT” PAGE -

IT'S PART OF EVERYTHING YOU DO.

– Hopi American Indian proverb

“Those who tell the stories rule the world.”

Q&A