Lately, I’ve been pouring myself into Donald Miller’s book ‘Building a StoryBrand. The concept is simple – brand the narrative around the customer. Branding is key for event.
It’s easy for conferences or brands to think of themselves as the hero. Many brands continue to say things like, “We save the customer from X!” “Our Product Does This and This!” or something to that effect. Some may think this is an effective branding message but don’t have any explanation for why their customers can’t relate or why sales aren’t on the rise
The reason is that many brands and events have it wrong.
Event Branding inspiration
Successful brands set the customer as the hero, not them. It is our responsibility to brand the narrative around our customers, and how our products or services help them solve their problems.
Thus the company acts as a guide in the hero’s journey. If you take a moment to think about it, almost every movie, script, or drama follows a common formula.
The 7 Elements of a successful Branding Story
- The Character
- The Problem
- The Guide
- The Plan
- The Call to Action
- Avoiding the Tragedy
- The Happy Ending
One of the most iconic examples that laid down the foundation for this was the legendary film, Star Wars.
The character is Luke Skywalker. His problem is that he is insecure about his ability to be a Jedi, yet people depend on him. The guide that he gets introduced to is Obi Wan, who gives him a plan and guidance. When the occasion finally calls for it during the iconic Death Star Trench Run, two endings can play out. Either Luke trusts in himself and the force to give the Rebellion hope for another day by destroying the Death Star, or the rebellion is crushed by the Empire and the story ends.
Thank God for the force. Hope reigns supreme.
Wasn’t that fun? Marketing and creating brand messaging shouldn’t be this entertaining, but the truth is, if your messaging isn’t entertaining or at least compelling then certainly your marketing will fall on deaf ears.
Let’s investigate another example, this time one that sells a product.
Apple is one of the most recognizable brands in the world and that’s due to Steve Job’s message to “Think Different.”
Those two words alone included their customer in a narrative and also gave them an identity that challenged them. Aside from their company slogan, that permeated into the company ethos, product commercials positioned Apple as a giver of tools for aspiring, creative and imaginative individuals often asking, “what verse will you contribute?”
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Let’s make up a character named Daniel. His problem is he doesn’t have the right tools to express and share his art. The guide is Apple, who presents him with the tools necessary to succeed. When inspiration strikes, will Daniel be ready to capture the moment and succeed, or will he not be ready and miss out on another opportunity to follow his creative dreams?
Bring clarity instead of noise.
It’s through these rules, brands can effectively cut through the noise because that’s what most marketing is today. NOISE. By leveraging a narrative, we create a strong, clear and compelling message to our potential audience or audiences that they can play a role in and ultimately serve the identity they aspire to maintain or create for themselves.
Do you have a brand or a company that needs a branding makeover? Or even a product that you need some brand marketing advice on? Our aim is to guide you so that you can cut through the noise and get you in front of a growing audience, simply connect with us!
We’re excited to meet you.