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TELLING A STORY IS SIMPLE - BUT IT’S NOT EASY
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“STORY”
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\ˈstor-ē\ - noun - Any report of connected events, actual or imaginary, presented in a sequence of written or spoken words, or still or moving images
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Everyone seems to understand the power of telling good stoires.
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The secret is doing it well.
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Telling a great “brand story”
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Key elements of a strong brand story:
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Key elements of a strong brand story:
1. CONTROLLING IDEAThis is the point/opinion/idea your trying to get across with the story.
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Example Controlling Ideas:
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Example Controlling Ideas:
“Our mayonnaise is the tangiest.”
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Example Controlling Ideas:
“Our mayonnaise is the tangiest.”
“Our restaurant is dedicated to using the freshest ingredients.”
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Example Controlling Ideas:
“Our mayonnaise is the tangiest.”
“Our restaurant is dedicated to using the freshest ingredients.”
“Our mini-van makes life easier.”
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Example Controlling Ideas:
“Our mayonnaise is the tangiest.”
“Our restaurant is dedicated to using the freshest ingredients.”
“Our mini-van makes life easier.”
“Our camera shoots the highest quality image.”
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Key elements of a strong brand story:
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. Character
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. Place
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. PlaceC. Problem
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. PlaceC. ProblemD. Solution
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Key elements of a strong brand story:
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
A. Details help differentiate
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
A. Details help differentiateB. Details make it memorable
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
A. Details help differentiateB. Details make it memorableC. Details are where great stories come to life
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RICHMONDTuesday, July 14, 15
Key elements of a strong brand story:
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Key elements of a strong brand story:
1. CONTROLLING IDEAThis is the point/opinion/idea your trying to get across with the story.
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Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. PlaceC. ProblemD. Solution
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
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MILDREDTuesday, July 14, 15
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Key elements of a strong brand story:
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Key elements of a strong brand story:
1. CONTROLLING IDEAThis is the point/opinion/idea your trying to get across with the story.
Tuesday, July 14, 15
Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. PlaceC. ProblemD. Solution
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
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BULLSEYE
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BULLSEYE
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MIRRORED STORY
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MIRRORED STORYTell them a story they see
themselves in.
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MIRRORED STORY
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MIRRORED STORY
You have to knowyour target audience.
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MIRRORED STORY
You have to knowyour target audience.
Show them how they fit into what
you’re doing.
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MIRRORED STORY
You have to knowyour target audience.
Show them how they fit into what
you’re doing.
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JACKSONTuesday, July 14, 15
ALL TOGETHER NOW!
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ALL TOGETHER NOW!
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Key elements of a strong brand story:
1. CONTROLLING IDEAThis is the point/opinion/idea your trying to get across with the story.
Tuesday, July 14, 15
Key elements of a strong brand story:
2. STORY STRUCTUREThese are the building blocks of ANY brand story.
A. CharacterB. PlaceC. ProblemD. Solution
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Key elements of a strong brand story:
3. DETAILSPaint a picture that the audience will remember
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MIRRORED STORY
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MIRRORED STORY
Who’s the target audience?
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MIRRORED STORY
Who’s the target audience?
How does the viewer fit into what he’s doing?
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