Download - Storytelling Your Brand
© 2016 Wendy W. Roan, All Rights Reserved
A compelling story pre-sells
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ChoiceAwareness Repeat
65% of sale is made before customer contacts you.
A strong brand underscores the safety of choosing the known.
Consideration
© The Roan Group, All Rights Reserved
© 2016 Wendy W. Roan, All Rights Reserved
Your Story is the sum of all your communications
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Brand Experience Customer Experience
Cus
tom
ers
&
Mem
bers
Lead
ers (
?)
Products &
Services
Brand Expression
Mission, Vision
& Values
© Wendy Roan All Rights Reserved
Your Story Your Brand
© 2016 Wendy W. Roan, All Rights Reserved
Your Story defines “What does your organization accomplish? How?”
• Mission
• Vision
• Values drive decision making
• Strategic Plan/Business Goals
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© 2016 Wendy W. Roan, All Rights Reserved
Start with customers. Segment and learn
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Strategic Partners
Customers
Buying Path
Purchase Behaviors
Purchase Channels
What they Love
about you
PainpointsPersonas:
Demos Lifestyles
Values++ +
++
© 2016 Wendy W. Roan, All Rights Reserved
‣ Competitors & Complementers Analysis
‣ Others’ target audiences
‣ Others’ stories
‣ Industry
‣ Geography
‣ Regulatory environment
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What are competitor stories?Differentiate your brand story.
Image: Resident Capture
© 2016 Wendy W. Roan, All Rights Reserved
‣ Strengths
‣ Unique delivery mechanisms
‣ Products in R&D
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Image: Cathe Friedrich
From your Marketplace Analysis, develop product & service messages.
© 2016 Wendy W. Roan, All Rights Reserved
Laddering
‣ Connects the dots between features designed into a product and customer values that drive purchase.
‣ Focus appeals on value creation and member experience.
‣ People join to feel “belonging, community, and recognition.”*
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© The Roan Group, All Rights ReservedThe Membership Economy, Robbie Kellman Baxter
© 2016 Wendy W. Roan, All Rights Reserved
Writing Your Story: Brand Strategy
• The word you “own”
• Customers you choose to serve
• What makes you better
• Value you deliver
• Why customers love you
• Category leadership
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© 2016 Wendy W. Roan, All Rights Reserved
Stand out. Category Leadership even if you create a category
14Image: Pure Octane Talent
© 2016 Wendy W. Roan, All Rights Reserved
Writing Your Story: Brand Strategy
• Simple
• Unique
• Durable
• Memorable
• Credible
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© 2016 Wendy W. Roan, All Rights Reserved
Brand Design expresses Your Story
‣ Logo & tagline
‣ Personality
‣ Messaging
‣ Tone & voice
‣ Design color, layout, shapes
‣ Marketing & PR / channels
‣ Website & digital
‣ Channel choice
‣ Photo & video strategy….
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Image: Reluctant Entertainer
© 2016 Wendy W. Roan, All Rights Reserved
Consistently deliver Your Story
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BRAND
CU
STOM
EREX
PERIEN
CE
PUBL
ICR
ELAT
ION
S
SALESMARKETING
& CHANNELS
Integrated Marketing
PRODUCTS
© Wendy Roan All Rights Reserved
© 2016 Wendy W. Roan, All Rights Reserved
Your team: #1 Storyteller
‣ Staff loyalty drives customer loyalty
‣ Communicates story
‣ Customer relationships
‣ Can-do product delivery service
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© 2016 Wendy W. Roan, All Rights Reserved
‣ Website
‣ Digital / mobile / print
‣ Social media
‣ Video / Original photos
‣ App
‣ PR
‣ Events / Conferences….
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Tell Your Story in channels where customers listen
© 2016 Wendy W. Roan, All Rights Reserved
All stories succeed or fail in Customer Experience
‣ Does this meet my needs?
‣ Express who I am?
‣ What do my friends say? Affects 80-90% of decision.
‣ Do I like the brand?
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Image: queroperderpesocomsaude.com
© 2016 Wendy W. Roan, All Rights Reserved
Compelling Story
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‣ Status quo today?
‣ Customer’s dream?
‣ Wide gap vs. others’ story
‣ Call to action (new bliss)
I have a dream. Martin Luther King, Jr.
© 2016 Wendy W. Roan, All Rights Reserved
Summary: Brand Story starts and ends with customers
1. Know your customers
2. Define your strengths and value created
3. Clarify how you are different: category leader
4. Express your story
5. Train and engage your team as storytellers
6. Choose channels where customers listen/participate
7. Customers experience the story you tell
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