branding through storytelling

w w w. p i b w o r t h p s . c o m

CREATING YOUR BRAND THROUGH

STORYTELLING


So – who is Lauren Pibworth?

• 8 years small business management, 10

years advertising and financial – opened

Pibworth Professional Solutions in 2007

• Marketing and Branding Consultant,

Speaker, Trainer, Author, Emcee, owner of

MoMondays Barrie….

• Working with speakers across North

America to help them get on more stages

to spread their message and expand their

pocketbooks.


WITHOUT A SOLID BRAND, ALL THE

MARKETING IN THE WORLD IS NOT GOING TO

HELP YOU.

Why are we here?


The Old Way


The New Way

• Product , Price, Place, Promotion .. PLUS

• Service

• Experience

• Expertise

• Distribution

But it is still not enough…


Why do we need Storytelling?

Every day…

• 297 billion emails are sent

• 2 million blog posts are written

• 864 000 hours of video are uploaded to You

Tube

• 16.4 million pieces of content are shared on

Facebook


Start with the problem you solve

If I do not understand my target audience

Then… My brand could be wrong

Then… I could spend marketing dollars badly

Then… I might attract the wrong clients

Then… I will no longer have ‘fun’ with what I do

Then… I could become disheartened in my business

Then… I will stop working on it

Then… I could lose the business

Then… My finances will suffer

Then… My family could fall apart

Then…


Your Deeper Why

• Who I serve (audience)

• I help people (features and benefits)

• How I do it (delivery / price)

• Why do I it (your story)

• And finally – why do I what I do - the way I do

it? (your deeper why – your differentiation)


4 Components of a Story

• The Set Up

– The backstory (what do we need to know to set

the stage for the story)

• How were you different as a person before the story?

• Is the location, time, place important to the story?

• Always keep the end in mind (what’s your why

– the story flows from that)



• The Fall– The inciting incident (what happened)

– How did it affect you? Describe your fall with both general description as well as specific examples. (It needs to get worse before it gets better, or else the ending has no meaning.)

• How did you feel?

• What was missing?

• What were the obstacles?

• What was the lowest point?

• What was at stake?

• What were the consequences of defeat or giving up?



• The Rise

– What happened to halt your descent?

– How did you climb back out?

– What did you discover?

– Who helped you?

– What was the benefit?



• Your WHY

– What did you learn?

– How did it change you?

– How will you use what you have learned?


Some great brand stories

• The Cheerios effect– https://www.youtube.com/watch?v=jkESA_be2sM

– https://www.youtube.com/watch?v=R0rPNctpaoo

– https://www.youtube.com/watch?v=TVFeGE7HdJU

• Budweiser– https://www.youtube.com/watch?v=tTbLBL2P6YA

• Hallmark– http://www.ispot.tv/ad/7ZrW/hallmark-tell-me

• Weiserfund – https://www.youtube.com/watch?v=5rGIn-ZHqBU

– https://www.youtube.com/watch?v=5rGIn-ZHqBU


Two really BAD stories

• Oldsmobile – Ringo Star– https://www.youtube.com/watch?v=qJrzjj0TmsU

• Samsung Mobile– https://www.youtube.com/watch?v=T8nJKWJTsUg