Your brand is insanely boring.
But there’s hope… if you can tie your brand to the things they are obsessed with – your brand can get a whole hell of a lot more interesting.
One thing your customer cares about…. Themselves.
1. Create a ‘Story brand’ – make your customer the hero, and be their guide
A framework to help you tap into this concept – is the Story Brand framework. The main idea of this framework is that you should be the ‘Obi-Wan Kenobi’ to your ideal customers ‘Luke Skywalker.’
Stop trying to be the hero of the story!
Here’s a formula for creating a ‘Story brand’:
2. Make sure your brand story – taps into highly powerful, and common human motivations.
Research powerhouse and consultancy ‘Bain’ determined there are 31 elements that make up most human values.
Here they are in all their glory:
How can you use these to dazzle your customers – and add some sizzle?
As you right your customer hero story – add in some ‘risk reduction’, add in some ‘nostalgia’, add in as many of these elements as possible that make sense for your brand and benefit from that deep instinctual response of desire for your products or services.
3. Make sure your brand story is ‘Made to Stick’ – make it more concrete, simple, credible, and emotional.
You can mix in specifics into your brand story – so that it’s not all pie in the sky.
How can you bring it down to earth and simplify your brand story – so that it’s easy for anyone to understand?
Can you name drop awards, or certifications – and lastly, can you make sure the biggest emotional drivers for your customers are liberally spread throughout your brand story, vision, and mission.
Get it boiled down and build your brand’s story into all of your marketing collateral.
Lastly – and most importantly… are you taking what you build as your brand story, your vision, your mission, and your values and building into everything you put out as far as marketing materials?
Or are you burying it – and patting yourself and your executive team on the back?
If it’s not built into your website home page headline, if it’s not in your Facebook ads, and if it’s not obvious in your print materials, then your brand isn’t going benefit from your new glorious brand story.
If you’re in Minnesota, learn more about Brand Story in Bea and I’s workshop in a couple weeks – Wednesday, February 13th at 3 pm at Construction2Style in Elk River!