Building a Brand Story: The PromisesIt always seems to start for me by filling in this diagram. And the process of filling in the diagram begins to give structure to my thinking. At the core, what is the Brand all about? What does it stand for? Then the dynamic and hopefully synergistic tension between what makes the product offering Relevantly Differentiated and how it fits into the flow of the target's life, what does it mean, represent to the target? And is there something we should always keep in mind about how to tell our story to this target?
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Building a Brand Story: The StructureSome Brand Stories are short, some seem to go on forever. The diagram below reflects what seems to me the underlying orderly flow of persuasive sentences. Not all stories (have to) go through all these chapters. If the offering delivers an overwhelming, unique functional benefit, then the story should stop right there. But in most cases the functional benefit(s) are not overwhelming and/or unique . . . and thus the storyteller must intrigue the audience with the emotional connection(s) that bring the target and the offering together. What does it mean to me? What does it mean in my life?
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