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BUSINESS STORYTELLING FOR ENTREPRENEURS

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A little tidbit about Shannon

• Content Director at Red Caffeine

• Caffeine of Choice: Starbucks Cold Brew

• I graduated from UIC / bachelor’s degree in Communication

• 8+ years of experience in marketing, copywriting and blogging

• Runner and a dedicated yogi

• Been writing since I was really little

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Agenda

WHAT MAKES A GOOD [BUSINESS] STORY 9• The common pattern of a good story

20• How to communicate the who, what and how of your business

PUBLISHING YOUR BRAND STORY 29• Using your brand story to develop a great website, plus other content

WHY TELL STORIES? 4• Inspirational video: Ira Glass on Storytelling

CREATING A CORPORATE SNAPSHOT 33• Your brand story’s “cliff notes.”

DEVELOPING A BRAND STORY

CUSTOMER SUCCESS STORIES 35• Your chance to be the hero!

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The importance of storytelling in business.

Why Tell Stories?

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Why Tell Stories?

• To persuade

• To find a common ground

• To make connections

• To spread great ideas

• To empathize

• To create great relationships

• To build trust

• To make sense of something challenging

• To understand history

• To better understand each other

• To understand the world we live in

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Why Tell Stories?

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Why Tell Stories?

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Why Tell Stories?

“You will get a lot more out of your content if you think of yourself as a storyteller first and a marketer second.”

—Keith Ecker, Chicago Writer

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The common pattern found in every great story.

What Makes a Good [Business] Story?

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What Makes a Good [Business] Story?

“IT’S KNOWING YOUR PUNCH LINES …”

… your ending; knowing that everything you’re saying from the first line to the last is leading to a singular goal, and ideally confirming some truth that deepens our understanding of who we are as human beings.”

—Andrew Stanton, Disney Writer

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Basic Story Structure

The Hero’s Journey• Founded by American Scholar Joseph Campbell

• Identifies the common pattern of how stories are told

• Appears regularly in films, books, religious rituals and psychology

• You can use it to structure a business story too!

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The Hero’s Journey

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YOU ARE NOT THE HERO

YOUR CUSTOMER IS THE HERO

YOU ARE THE MENTOR

The Hero’s Journey

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The Hero’s Journey

THE HERO LIVES IN A KNOWN WORLD

THE KNOWN WORLD HAS PAIN POINTS

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The Hero’s Journey

TO SOLVE THESE PAIN POINTS, THE HERO TURNS TO YOU…

… FOR GUIDANCE, RESOURCES OR/AND EXPERTISE

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The Hero’s Journey

DURING YOUR JOURNEY TOGETHER …

… THE HERO WILL GO THROUGH A SERIES OF OBSTACLES AND SUCCESSES

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The Hero’s Journey

YOUR SERVICE OR PRODUCT LEADS THE HERO TO AN UNKNOWN WORLD

THE HERO WILL RECEIVE AN AWARD

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The Hero’s Journey

THE HERO RETURNS TO THE KNOWN WORLD

STRONGER AND BETTER

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The Hero’s Journey

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What is a brand story, what does it include, and how to use it.

Developing a Brand Story

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What is a brand story?

DEFINED

A BRAND STORY identifies your passion for what you and what makes you unique, and creates a solid foundation for your business.

• Not meant to be a “selling” tool. It’s a “connection” tool

• It’s a communication strategy:– To attract and delight the right customers– Build loyalty – The starting conversation for long-term relationships

“The best brands are built on great stories.“—Ian Rowden, Chief Marketing Officer, Virgin Group

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Developing a Brand Story

A WELL-DEVELOPED BRAND STORY SHOULD ALWAYS INCLUDE:

BUT IT CAN ALSO INCLUDE:

– Who you do it for

• Why you do what you do

• Where you do it

• Tagline, positioning statement, and/or brand essence

• And whatever else that makes your story unique

• Who you are

• What you do

• How you do it

• Why you do it better

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Developing a Brand Story

ADVANTAGES OF USING A BRAND STORY 

• Clear, concise and consistent messaging across channels.

• Elevator pitch (networking events).

• A complete and powerful story that delights and attracts customers.

• Great onboarding tool.

• No confusion.

• Builds confidence.

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Developing a Brand Story

STEP 1: STAY FOCUSED, RESEARCH, ORGANIZE.

“My biggest influence on my creative process is something my English teacher told me when I was about 13 or 14. He just said, ‘write about what you know’.” - Ricky Gervais

• Understand your competitors

• Industry issues and pain points - Interview customers

• Gaps in the industry

• Avoid fluff by simplifying

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Developing a Brand Story

STEP 2: DO A BRAND AUDIT

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Developing a Brand Story

STEP 3: IDENTIFY YOUR AUDIENCE“We collaborate with engineering teams to solve complex design challenges from the early, ‘what if’ stage through full-scale manufacturing.”

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Developing a Brand Story

STEP 4: THINK THROUGH YOUR ELEVATOR PITCH

• Be sure to have all the pieces before you begin• Focus, Focus, Focus• You can always add layers later

(EXAMPLE)

To CHOOSE (1) TARGET AUDIENCE that CHOOSE (1) PAIN POINT, YOUR

COMPANY NAME is the COMPETITIVE SET that UNIQUE POINT OF DIFFERENCE

because it REASON 1, REASON 2, REASON 3.

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Developing a Brand Story

To AGENTS that NEED HELP SELLING

PROPERTIES FASTER, VHT STUDIOS is the

REAL ESTATE PHOTOGRAPHY COMPANY that

DELIVERS PHOTOS QUICKLY AND DONE

RIGHT because of its TOP-NOTCH

PHOTOGRAPHERS, LEADING EDGE

TECHNOLOGY, and RENOWNED CLIENT

SERVICES TEAM.

VHT STUDIOS - PROFESSIONAL REAL ESTATE PHOTOGRAPHY

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Using your brand story to develop a kickass website

Publishing Your Brand Story

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Publishing Your Brand Story THE WHO, WHAT AND HOW

“I want to know WHO you are, WHAT you do, and HOW you do it. I don’t care about the rest!”

–VP of Marketing, Large B2C Company

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Publishing Your Brand Story

CARRMACHINE.COM

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Publishing Your Brand Story

SHARE YOUR STORY WITH THE WORLD.

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Your brand story’s “cliff notes”

Developing a Corporate Snapshot

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Creating a Corporate Snapshot

COMMUNICATE YOUR STORY ON-THE-FLY!

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Your chance to be the hero!

Customer Success Stories

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Customer Success Stories

YOUR CHANCE TO BE A HERO! Customer Success Story ExampleCompany: Bi-Link is a global contract manufacturer that helps product engineers solve complex design challenges.Topic: Advanced 3D Printing Technology

Challenge• A customer was facing strict time constraints on a project

• Bi-Link needed to find a way to deliver prototypes fastSolution• Invested in advanced 3D printing technology

• Combined the technology with advanced expertiseResult• The ability to deliver precision parts to the customer• New process/technology is fast and cost effective• Provides more value to customers

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Resources

The Hero’s Journey—The Hero’s Journey—About Joseph Campbell—The Hero’s Journey, by Content Marketing Institute

Videos/Interviews on Storytelling—Ricky Gervais Interview on Fast Company—Andrew Stanton on the Clues of a Great Story—Joe Sabia on the Technology of Storytelling—Ira Glass on Storytelling

Commercials with Great Narratives—Mindy Kaling Inspiring Story (American Express)—Eminem and Detroit (Chrysler)

RC Client Examples—CARR (READ ONLY) Brand Story

Follow Shannon on LinkedIn and Twitter

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Thank You!!!

Questions? Thoughts?

Want to get together for coffee?

Want to take our mascot on a walk?

Give us a call! We’re always here to help.

Shannon Callarman – Content Directorshannon@redcaffeine.com | 630-785-6903

RedCaffeine.com