Storytelling Your Brand

StorytellingYour Brand

Why write Your Brand Story?

© 2016 Wendy W. Roan, All Rights Reserved

A compelling story pre-sells

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ChoiceAwareness Repeat

65% of sale is made before customer contacts you.

A strong brand underscores the safety of choosing the known.

Consideration

© The Roan Group, All Rights Reserved


Your Story is the sum of all your communications

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Brand Experience Customer Experience

Cus

tom

ers

&

Mem

bers

Lead

ers (

?)

Products &

Services

Brand Expression

Mission, Vision

& Values

© Wendy Roan All Rights Reserved

Your Story Your Brand


Is Your Story Clear?

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Or is this your story?

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Your Story defines “What does your organization accomplish? How?”

• Mission

• Vision

• Values drive decision making

• Strategic Plan/Business Goals

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You choose your customers by the story you tell.


Start with customers. Segment and learn

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Strategic Partners

Customers

Buying Path

Purchase Behaviors

Purchase Channels

What they Love

about you

PainpointsPersonas:

Demos Lifestyles

Values++ +

++


‣ Competitors & Complementers Analysis

‣ Others’ target audiences

‣ Others’ stories

‣ Industry

‣ Geography

‣ Regulatory environment

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What are competitor stories?Differentiate your brand story.

Image: Resident Capture


‣ Strengths

‣ Unique delivery mechanisms

‣ Products in R&D

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Image: Cathe Friedrich

From your Marketplace Analysis, develop product & service messages.


Laddering

‣ Connects the dots between features designed into a product and customer values that drive purchase.

‣ Focus appeals on value creation and member experience.

‣ People join to feel “belonging, community, and recognition.”*

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© The Roan Group, All Rights ReservedThe Membership Economy, Robbie Kellman Baxter


Writing Your Story: Brand Strategy

• The word you “own”

• Customers you choose to serve

• What makes you better

• Value you deliver

• Why customers love you

• Category leadership

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Stand out. Category Leadership even if you create a category

14Image: Pure Octane Talent


Writing Your Story: Brand Strategy

• Simple

• Unique

• Durable

• Memorable

• Credible

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© 2016 Wendy W. Roan, All Rights Reserved 16

Compelling & Authentic


Brand Design expresses Your Story

‣ Logo & tagline

‣ Personality

‣ Messaging

‣ Tone & voice

‣ Design color, layout, shapes

‣ Marketing & PR / channels

‣ Website & digital

‣ Channel choice

‣ Photo & video strategy….

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Image: Reluctant Entertainer


Consistently deliver Your Story

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BRAND

CU

STOM

EREX

PERIEN

CE

PUBL

ICR

ELAT

ION

S

SALESMARKETING

& CHANNELS

Integrated Marketing

PRODUCTS

© Wendy Roan All Rights Reserved


Your team: #1 Storyteller

‣ Staff loyalty drives customer loyalty

‣ Communicates story

‣ Customer relationships

‣ Can-do product delivery service

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‣ Website

‣ Email

‣ Digital / mobile / print

‣ Social media

‣ Video / Original photos

‣ App

‣ PR

‣ Events / Conferences….

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Tell Your Story in channels where customers listen


All stories succeed or fail in Customer Experience

‣ Does this meet my needs?

‣ Express who I am?

‣ What do my friends say? Affects 80-90% of decision.

‣ Do I like the brand?

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Image: queroperderpesocomsaude.com


Customer experiences tell your story.

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Compelling Story

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‣ Status quo today?

‣ Customer’s dream?

‣ Wide gap vs. others’ story

‣ Call to action (new bliss)

I have a dream. Martin Luther King, Jr.


Summary: Brand Story starts and ends with customers

1. Know your customers

2. Define your strengths and value created

3. Clarify how you are different: category leader

4. Express your story

5. Train and engage your team as storytellers

6. Choose channels where customers listen/participate

7. Customers experience the story you tell

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