Post on 25-Feb-2016
description
Creating a Compelling Brand Story and Why You Must Have One
Mark Campbell
How we make sense of the world
Persuade Teach Amuse Inspire Bring us together Help us remember
An effective brand strategy starts with a thorough examination of your brand’s DNA, the building block that determines how your customers see you and how well your brand meshes with their needs.”
- Sergio Zyman
You are the only _____that ____.
WHAT is your category?HOW are you different?WHO are your customers?WHERE are they located?WHY are you important?WHEN do they need you?
Harley Davidson
WHAT: The ONLY motorcycle manufacturer
HOW: that makes big, loud motorcycles
WHO: for macho guys (and macho wannabees)
WHERE: who live mostly in the United States
WHY: who want to join a tribe of cowboys
WHEN: in an era of decreasing personal freedom
Cascada Expediciones
WHAT: The ONLY combination active travel outfitter and boutique hospitality provider in Chile
HOW: that has unmatched expertise to design and operate dome-style vacation lodges and active travel programs in remote wilderness
WHO: for active and curious travelers who seek to experience Patagonia in a unique, authentic and environmentally conscious manner
Cascada Expediciones (2)
WHERE: who live primarily in the US, Europe and other markets with international travelers
WHY: who seek out active vacations that maximize fun, freedom and fulfillment in the world’s few remaining truly wild places
WHEN: in an era of unprecedented environmental challenges and increasingly homogenous ‘me too’ packaged vacation product
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Secondary Themes
WhimsyDelight
Foodand Wine
Nourishment for body and soul
Wine hour
Diversity/individuality
Everyone is welcome
Strength in differences
AuthenticWhat you see is
who we areWho you are is valued
FunTo stayTo work
CelebrationMilestones
Special momentsIndulgence
PeopleGuests
EmployeesThe
community
StyleColors
Architecture‘Fresh’
(Kimpton Style)
LegacyBill Kimpton
Socially responsible
ValuesCommitment
SoulMore than a job
More than a ‘place to stay’
(Home away from home)
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Core Themes
Whimsy
Foodand wine Diversity/
individuality
Authentic Fun
Celebration
People
Style
Legacy
Socially responsible
Soul
Transformation
Haven
Save my day
Free to be meGive to get
Enduring bonds
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Meta-Story
Whimsy
Foodand wine Diversity/
Individuality
Authentic
Fun
Celebration
People
Style
Legacy
Socially responsible
Soul
Transformation
Haven
Save my day
Free to be meGive to get
Enduring bonds
I belong here…and I’m better for it
Message Meaning Myth
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MessageReasons to
act
MeaningEmotional motivators
MythTimeless and
universal truths
Easily accessible
Accessible through story, symbol, and imagery
Three levels of communication
OldNew
Every hotel tells a story™
Stay true to you™
MissionStatement
Meta Theme
Brand Promise
Value Proposition
Elevator Pitch
Personality Attributes
Only-ness Statement
BrandStory
Core Themes
Vision Statement
Attract prospects
New customers
Create indelible bonds
Raving fans
Extend & expand your story
Key people talk about you
Trusted authority
Your brand story…• Gives meaning to who you are and what you do. • Unites your employees with a common purpose
and connects them with the customers they serve.• Communicates what you stand for, what you
promise, and what your customers experience. • Foundation of fundamental business decisions.• At the heart of all your marketing.• Creates powerful emotional bond that turns
customers and employees into brand advocates.
The End