Storytelling &

Branding Marla Schuchman

www.thethreesheep.com

The Parts of a Story:Beginning Middle End

Expositio

n

Rising

Action

Climax

Falling Action

Dénouemen

t

That’s great…

But how does it apply to marketing?

Every company has an epic tale to tell.

Marketing shares the story.

Source: https://www.youtube.com/watch?v=RdTyISEM-D8

Plot DevelopmentStarting up• Build your characters• Establish motives

In operation•Maintain interest•Hint at what’s to come

Plot DevelopmentIn decline•Create plot twists• Introduce new characters•Have a brand “rebirth”

Out of business•What lessons did you learn?

BrandArchitecture

Companies can have many brands:•Corporate/family/universal brand•Division brand• Product brand• Sub-brand

Source: http://www.monigle.com/branding

BrandArchitecture

Brands are characters in your company story. Who are they?

They have personalities, flaws & strengths.Define traits early and continuously throughout the entire brand life.

Source: www.salesforce.com

UsingPersonasDevelop personas to inspire & connect owners, managers, employees to customers:

Character development =believable personas for your audience

Activities:Persona

Development

1. Brainstorm identity2. Write his/her bio3. Recite & repeat

Your Story

1. Outline2. Visioning timeline3. Think of a current

need, try to apply your story to it

marla@thethreesheep.com757-932-5080

www.thethreesheep.com