PowerPoint Presentation

Brand StorytellingThe Story Of:

Hi. Im Tim. I run a branding agency called Quillor. We help brands tell their story on the web.

Weve Told StoriesSince the Dawn of Time

Humans are wired for storytelling. Since the dawn of time, weve told stories. Its how we communicate and its also how we promote our brands.

Lets take a look at how storytelling began and how you can use its power to ELEVATE your brand.

Spoken StoriesIn the Beginning, Stories Travelled From Person to Person

This is the story of stories. At the dawn of time, stories travelled from person to person through communication to tribes and societies. Ideas continue, change or die through social networks, its survival of the fittest and only the most compelling ideas live.

Broadcast StoriesWith the Invention of the Television, Stories Became 1-Sided.

The last hundred years of the broadcast era changed that to audiences becoming consumers of ideas not participants and spreading them. Brands who had access to airtime were guaranteed notice and it changed again to survival of the richest.

Digital StoriesAudiences are now in Control of What They See

The broadcast era is shifting in this digital age and audiences are now in control of what they see, skip or pass along, this is the Digitoral era. The Digitoral era is now survival of the fittest again. Stories have always survived oral tradition.

Moral of the StoryEvery Element Tells The

Every element like characters, setting and conflict are there to tell the moral of the story. Morals: values that the storyteller wants to share.

Joseph CampbellThe Heros JourneyHeroMentorStoryExplaining TheStory Structure

He studied stories across cultures and millennia and discovered that the most successful stories audiences found engaging were about human values like community, justice, truth, and self-expression.

Discovered The Heros Journey: formula for brand storytellingHero: Your Audience (the outsider to your brand)Mentor: Your Brand (teach the moral of the story)Take a good story brand and make them cultural icons by living their audiences morals and values.

Published The Hero with a Thousand Faces which retells stories and explaining how each represents the mono myth: The Heros Journey.

The journey is like a cycle that begins and ends in the heros ordinary world, but passes through an unfamiliar, special world before returning.

The Cycle

Status Quo: ordinary world, ordinary dayCall to adventure: Hero receives a mysterious message or challengeMeet the Mentor: Needs assistance from someone older or wiserOvercome Challenge: wins battle Resolution: Tangled plot lines get straightened out

Status Quo

Call to Action

Meet the Mentor

Overcome Challenge

Resolution

Quillor

Quillor is a branding agency that helps brand tell their story.

Coworks

We help Coworks tell their story, using the Heros Journey.

What areBrand Archetypes

Brand Archetypes are personas that communicate the personality of your brand.

HerotheStrongCompetentDecisive

The Hero: Saves the day. wants to prove itself, promise triumph

Brand Strategy: To be as strong and competent as possible, to act, decisiveness, overcome challenges.Example: The Marines logo, Well-known Celebrity: Martin Luther King, Jr.

InnocenttheTrustworthyPositiveStraightforward

The Innocent: Wants to be free and happy, promise simplicity.

Brand Strategy: Do things right, be trustworthy, positive, and straightforward

Example: Gerber Logo, Well-known Celebrity: Mr. Rogers

Regular GuytheAccessibleHardworkingDown-to-Earth

The Regular Guy: wants to feel part of something, promise belonging

Brand Strategy: develop solid values, be down to earth, accessible, hardworking, nice.

Example: Hanes Logo, Well-known Celebrity: Mary Jane

NurturertheService-OrientedCaringAltruistic

The Nurturer: wants to care for others, promise recognition

Brand Strategy: doing things for others, service, focus attention on other people, not yourself.

Example: Habitat for Humanity Logo , Well-known Celebrity: Mother Teresa

CreatortheAuthenticArtisticCreative

The Creator: wants to produce enduring art, promise authenticity

Brand Strategy: develop artistic control and skill

Example: Apple Logo, Well-known celebrity: Steve Jobs

ExplorertheAdventurousAudaciousBold

The Explorer: wants to discover the world, promise freedom

Brand Strategy: journey, seeking out and experiencing new things, escape from boredom

Example: NASA Logo , Well-known Celebrity: Amelia Earhart

RebeltheDisobedientNonconformingDefiant

The Rebel: wants to start a revolution, promise revolution

Brand Strategy: disrupt, destroy, or shock, defiance, disobedience, nonconformity

Example: Harley-Davidson Logo, Well-known Celebrity: Che Guevara

LovertheAppeallingEmotionalPassionate

The Lover: want to experience pleasure, promise passion

Brand Strategy: become more physically and emotionally attractive, build an experience that appeals to all the senses.

Example: Chanel Logo , Well-known Celebrity: Marilyn Monroe

MagiciantheTransformativeInventiveVisionary

The Magician: wants to understand the world, promise knowledge

Brand Strategy: develop a vision and live by it, help other people transform their lives using new methods, invent new methods and processes.

Example: Disney Logo , Well-known Celebrity: Walt Disney

RulertheConfidentExclusivePowerful

The Ruler: wants to be powerful and influential, promise power

Brand Strategy: exercise power, confidence, exclusivity, live the life-style they want

Example: IBM Logo , Well-known Celebrity: Napoleon

JestertheHumorousEntertainingPlayful

The Jester: wants to live in the moment, promise entertainment

Brand Strategy: play, make jokes, be funny, humor, have fun

Example: Geico Logo , Well-known Celebrity: Charlie Chaplin

SagetheDiligentSelf-ReflectiveObjective

The Sage: wants to find the truth, promise wisdom

Brand Strategy: seek information and knowledge through self-reflection, research, objectivity and diligence

Example: NPR Logo , Well-known Celebrity: Albert Einstein

What is your Brand Archetype? Discover it now at Quillor.studio/quiz