What is Storybrand and why should you care?
There’s tons of buzz right now about story branding. What exactly is that…does it work … do I need it? Well we are going to dive into what it is, and whether it’s something you should use in marketing your business.
What is a brand story?
One of the most effective and straightforward definitions we found (outside of the Donald Miller’s book) was on echostories.com They state “a brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand. This is a great starting point because it's important to understand it's not just the story, but also the feelings that it invokes. Don’t get confused though, story branding is not about your story, I know, I know - but hang in there with me. Story branding is the kind of term that is more understood through examples and description. Donald Miller’s book, Building a Storybrand is a foundational must read in understanding the effectiveness of building a story brand and successfully using it. As a past English teacher, I cannot express the importance of a story enough, not only to market your business, but to leave that lasting memory with your clients and potential clients. Think about what you remember the most from an event, maybe it's the great food, the fun conversation, and while all those may come to mind in pieces what you remember is how you felt. Story branding allows you in many ways to celebrate your clients and to bring your brand to life in an authentic and beautiful way that sets you apart from your competition because they (your clients) are the hero.
Although we’re not talking about your clients names specifically (as Dale was) we are talking about the importance of recognizing your clients.
Why is it effective?
Who doesn’t love being the hero of the story? This is why story branding is so effective. You are inviting clients into a story. But, this method’s effectiveness truly comes from your ability to CLARIFY YOUR MESSAGE. Presenting a clear message is essential in any marketing technique. No client wants to waste time figuring out exactly what you are offering.
Essentially our minds are always searching for ways to do less work. It’s kind of like why Planoly or Later in social media posting are so popular, it frees up some time and thought. Our minds are trying to autopilot activities and quickly figure out what’s going on and how to respond. If your message isn’t clear, then they are not going to invest time in figuring it out. Be clear about what you do and how it's going to benefit your client. Back to: this is the pain point, this is the fix (in a less eloquent way-lol)
Your customers are constantly bombarded with messages EVERY MOMENT and have ultimately been training to run through the bull* quickly to manage all of the content they encounter.
Should you be doing it?
Story branding can be a very effective method if done the right way. It's important to understand story branding before you try to implement it. In just about any thing you have to know yourself (brand) and what goals you have for your brand. The best way to decide is to do your research. Miller’s book is a quick read with tons of examples that light your way through story branding, complete with a framework to work with. There are also tons of resources and summaries online for you busy bosses. You can also contact us at themoxieassistant.com and we can help.
Where do you start?
Start with truly understanding your brand. Hiring a professional to create a brand guide will allow you to have full insight into aligning your purpose, mission, goals, voice, and brand position as well as your target audience. Having a strong brand foundation is important before implementing any marketing strategy.
