ryan stoner - the importance of a brand story in business
TRANSCRIPT
![Page 1: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/1.jpg)
The Importance of a Brand Story in Business
Ryan Stoner, Strategy Director@Stonage
How to connect with people and driving action for you business with brand storytelling
![Page 2: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/2.jpg)
– Simon Sinek, Author of Start with Why
“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.”
![Page 3: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/3.jpg)
LIFE HAPPENS IN THE NARRATIVES WE TELL ONE ANOTHER.
DATA CAN PERSUADE PEOPLE, BUT STORIES STIR EMOTIONS, SPARK IMAGINATIONS, AND INSPIRE
ACTION.
![Page 4: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/4.jpg)
GOOD STORIES SURPRISE US. MAKE US THINK. MAKE US FEEL. AND HELP US REMEMBER WHY
SOMETHING IS IMPORTANT.
![Page 5: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/5.jpg)
![Page 6: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/6.jpg)
![Page 7: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/7.jpg)
CECIL
![Page 8: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/8.jpg)
STORYTELLING MAKES PRODUCTS & SERVICES
RELEVANT. IT MAKES US CARE.
![Page 9: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/9.jpg)
NO ONE CARES ABOUT YOUR MARKETING GOALS, BUT EVERYONE
LOVES A GOOD STORY.
![Page 10: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/10.jpg)
SUCCESSFUL BRANDS ALL HAVE ONE THING IN COMMON:
THEY TELL GREAT STORIES TO INSPIRE ACTION
![Page 11: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/11.jpg)
On April 8, 2011, Blake Mycoskie, the founder of TOMS shoes, did something radical: He asked everyone to go barefoot for a day.
11
![Page 12: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/12.jpg)
Patagonia recently launched Patagonia Provisions and features food that pushes through their core beliefs – sustainability, culture, travel, experiences.
12
![Page 13: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/13.jpg)
Coca Cola gave fans an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else.
13
![Page 14: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/14.jpg)
Warby Parker had never sold a range of its eyewear through another national retailer, until August 2015 - teaming up with Nordstrom to launch exclusive new pop-up shops.
14
![Page 15: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/15.jpg)
In 2010, American Express launched Small Business Saturday - a shopping holiday to encourage shoppers to patronize bricks and mortar businesses that are small and local.
15
![Page 16: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/16.jpg)
With 62 million people logging on to one of its apps at least once a month, Under Armour now controls the world’s biggest digital health platform - helping people facilitate relationships that can fuel passions
16
![Page 17: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/17.jpg)
Dominos’s took convenient ordering to a whole new level with Dominios Anyware - enabling you to order pizza with any device or interaction.
17
![Page 18: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/18.jpg)
NASA sent special LEGO ® kits, including model satellites, orbiters, and even a scale model of the space station, into orbit.
18
![Page 19: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/19.jpg)
T-Mobile announced it would do away with contracts, moving to phone leasing instead. paving the way for customer to opt out of contracts at any time.
19
![Page 20: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/20.jpg)
Uber has launched hundreds of “surprise-and-delight campaigns” aligning the brand with opportunities to open up up more possibilities for riders.
20
![Page 21: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/21.jpg)
ALL THESE BRANDS INSPIRED ACTION BECAUSE THEY HAVE A
BRAND STORY THAT GUIDES EVERYTHING THEY DO.
![Page 22: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/22.jpg)
22
![Page 23: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/23.jpg)
23
For builders, young and old, Lego pioneers new ways, materials and models of play that allow people to apply imagination and logic to explore and challenge
their individual creative potential.
IMAGINING POSSIBILITIES
![Page 24: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/24.jpg)
24
![Page 25: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/25.jpg)
25
T-Mobile unleashes people to use their wireless device the way they really want to by eliminating the ridiculous barriers and restrictions of the category.
![Page 26: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/26.jpg)
26
![Page 27: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/27.jpg)
Owning The Moment
27
For people who need transportation, Uber opens up more possibilities by seamlessly connecting riders to drivers because we believe transportation
should be reliable as running water, everywhere for everyone.
![Page 28: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/28.jpg)
A brand story brings focus and gives you a better chance of controlling your own destiny.
28
![Page 29: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/29.jpg)
A great brand story serves as a call to arms for everything your company does AND why it matters.
29
![Page 30: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/30.jpg)
Which Means…
You can bring others along with a compelling vision of the future.
You can give a voice to your company that helps shape your culture.
You can always be on clear, coherent and consistent with your message.
You can have a stronger story to contribute to a pitch or a new customer.
30
![Page 31: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/31.jpg)
Whether you’re in B2B or B2C doesn’t matter. Your brand story can have a positive impact on your sales & operations.
A good story helps a prospect envision how they could utilize your services.
31
![Page 32: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/32.jpg)
WHAT MAKES A STRONG BRAND STORY?
![Page 33: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/33.jpg)
–Scott Bedbury
“A great brand is a story that’s never completely told.”
![Page 34: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/34.jpg)
Know your purpose.
Identify and prioritize the key bits that make your brand special.
Have a clear point of view.
Deliver cohesive story line that aligns to everything you do.
34
![Page 35: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/35.jpg)
A great story is targeted, and to a sense personal, or rooted in your personal beliefs for starting the company.
35
![Page 36: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/36.jpg)
Be different.
Stand for something.
Tap into humanity.
Build relationships.
Inspire action.
36
![Page 37: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/37.jpg)
EVERY BUSINESS HAS A STORY.LET’S BEGIN TO CRAFT YOUR STORY.
![Page 38: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/38.jpg)
THREE STEPS TO CRAFTING YOUR BRAND STORY
38
Step 1Story Immersion
Step 2Craft Your Story
Step 3Deliver The Story
![Page 39: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/39.jpg)
TODAY WE WILL FOCUS ON A STORY IMMERSION.Step 1
Story Immersion
![Page 40: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/40.jpg)
AND DRAFTING AN INITIAL BRAND PURPOSE STATEMENT THAT CAN
GUIDE EVERYTHING YOU DO.
![Page 41: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/41.jpg)
NOW. LET’S ANSWER SEVERAL QUESTIONS ABOUT YOUR BRAND.
![Page 42: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/42.jpg)
WHAT MAKES YOUR BRAND SPECIAL?
42
What drives you and your
success?
What makes you different or
special?
What are you deeply
passionate about?
![Page 43: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/43.jpg)
NEXT, LET’S ANSWER SEVERAL QUESTIONS ABOUT YOUR CUSTOMER.
![Page 44: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/44.jpg)
WHY DO YOUR CUSTOMERS CARE?
44
Who are your most valuable customers?
What motivates them to take
action?
What barriers get in their
way?
![Page 45: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/45.jpg)
NOW, LET’S ARTICULATE PRIORITIES THROUGH THE EYES OF YOUR CUSTOMER.
![Page 46: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/46.jpg)
WHAT’S YOUR PROMISE TO YOUR CUSTOMER?
46
What do you do? / What
problem are you solving?
Who do you do it for?
Why do you do it better?
![Page 47: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/47.jpg)
LASTLY. LET’S CREATE YOUR BRAND PURPOSE STATEMENT.
A BRAND PURPOSE STATEMENT ANSWERS THE “WHY.”
IT IS DESIGNED TO BE CLEAR, SIMPLE AND CONVERSATIONAL.
IT INTRODUCES YOUR UNIQUE POINT-OF-VIEW.
![Page 48: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/48.jpg)
Brand Purpose Statement
WHO
WHAT
WHY
} For (target customers/mindset),
(brand) is (frame of reference),
that (key benefit/problem-solving capability)
and/because (reason to believe/key differentiator)
![Page 49: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/49.jpg)
USE YOUR BRAND PURPOSE TO DRAFT YOUR BRAND
STORY AND LET YOUR BRAND STORY INFORM YOUR BRAND
ACTIONS.
![Page 50: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/50.jpg)
LIVE YOUR BRAND STORY WITH MINI-BRAND ACTIVATIONS
Invest in a handful of folks in your core, target customer audience.- Service those customers well
- Get to know them personally
- Listen to their stories on why what you are doing is important to them
- Never stop shipping great features that reward the stories your customers tell
50
![Page 51: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/51.jpg)
FULL IMMERSION OF YOUR BRAND STORY WILL MAKE YOU TIMELESS
A powerful brand purpose statement
A meaningful name
A solid brand identity design
A website that resonates with everyone
Activations that bring your brand story to life
51
![Page 52: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/52.jpg)
YOUR BRAND STORY SHOULD NOT JUST BE LIMITED TO YOUR COMPANY’S “ABOUT” PAGE -
IT'S PART OF EVERYTHING YOU DO.
![Page 53: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/53.jpg)
– Hopi American Indian proverb
“Those who tell the stories rule the world.”
![Page 54: Ryan Stoner - The Importance of a Brand Story in Business](https://reader035.vdocuments.site/reader035/viewer/2022062523/5a6600d37f8b9ad5138b462f/html5/thumbnails/54.jpg)
Q&A