Our brand needs a netter narrative, what do we do?

Our Brand Needs A Better Narrative

What do we do?

Source:oh my god Lauren Coolman

Chris LeonardGet Brand Content484-410-1577chris@getbrandcontent.comwww.getbrandcontent.com

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The Narrative Inspires

Before keyword planners, landing pages and conversion, there was content. 

The most effective content is the narrative. History, by golly, has proven that a well-crafted narrative inspires.

The definition of a narrative is a series of messages, presented in a predetermined order, that make sense to the reader and inspires the reader to think differently or take action. 

Image: AquaLungBX

History, by golly, has proven that a well-crafted narrative inspires.

A Process for Developing Narrative? Yes.

Align with Objectives for the Biz

Define Customer

Types

Who are they?Buying Journeys?

Problems & Solutions?

Pull Together Key Info Most Important & Most Unique

Key Evidence of Uniqueness or Superiority

Messages That Have Worked in the Past

Determine Positioning Your unique promise

Define Objectives For Communication Actions

Write Narrative

To achieve positioning

Speak to customer

Story TypesExpose, Amplify & Optimize

Repurpose Min Viable Narrative

Competitors Positioning

High Importance

Low Importance

Low Differentiation High DifferentiationSource: Fiona MacGinty-O’Neill

Finn So Happy By The Atlantic Ocean

Customer type: __________________________

GenPro

Brand Premise: ___________________________

Brand Promise: ___________________________

Proof: _________________________________

Positioning Cheat Sheet

Type This That

Problem-Solution

Are you charged for storage that you do not use?

SLAMMIN’ let’s you pay only for what you use, with no minimum fee.

Promise-Fulfillment

We’ll never overcharge you for data storage.

SLAMMIN’ lets you pay only for what you use.

Premise-Proof

Driverless cars reduce the number of car accidents, reduce congestion on roadways and lower insurance

costs.

As of 2015, 100,000 drivers in six U.S. cities have already logged a total of 3,500,000

miles of accident-free driving.

Story Types

Type This That

Progressive Development

The iPhone6 is not only bigger, it’s thinner and more powerful.The iPhone6 is not only bigger, it’s thinner and more powerful.

Command-Comply

Four out of five dentists recommend SLAMMIN’ to fight

cavities. Buy SLAMMIN’ at all Walmart stores.

Story Types

1. Overarching idea

2. Main message 1

2.1. Supporting message

2.2. Supporting message

2.3. Supporting message

3. Main message 2

3.1. Supporting message

3.2. Supporting message

3.3. Supporting message

4. Main message 3

4.1. Supporting message

4.2. Supporting message

4.3. Supporting message

5. FInal message (e.g. repeat overarching idea)

6. Ask/Call To Action

MinimumViable

Narrative

SourceL dollen “still the earth turns”

bring it

Chris Leonard, Principal, Get Brand Content

(US) +1-484-410-1577chris@getbrandcontent.comwww.GetBrandContent.com

Our blog: http://www.getbrandcontent.com/impact-our-blog

Twitter: @getbrandcontent