Our brand needs a netter narrative, what do we do?
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Our Brand Needs A Better Narrative What do we do? Source: oh my god Lauren Coolman Chris Leonard Get Brand Content 484-410-1577 [email protected] www.getbrandcontent.com
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Transcript of Our brand needs a netter narrative, what do we do?
Our Brand Needs A Better Narrative
What do we do?
Source:oh my god Lauren Coolman
Chris LeonardGet Brand Content484-410-1577chris@getbrandcontent.comwww.getbrandcontent.com
lots and lots and lots and
lots
WordPress users produce about
64.8 million new blog posts
and 60.4 million new comments
EACH MONTH.
...sh*t.
The Narrative Inspires
Before keyword planners, landing pages and conversion, there was content.
The most effective content is the narrative. History, by golly, has proven that a well-crafted narrative inspires.
The definition of a narrative is a series of messages, presented in a predetermined order, that make sense to the reader and inspires the reader to think differently or take action.
Image: AquaLungBX
History, by golly, has proven that a well-crafted narrative inspires.
A Process for Developing Narrative? Yes.
Align with Objectives for the Biz
Define Customer
Types
Who are they?Buying Journeys?
Problems & Solutions?
Pull Together Key Info Most Important & Most Unique
Key Evidence of Uniqueness or Superiority
Messages That Have Worked in the Past
Determine Positioning Your unique promise
Define Objectives For Communication Actions
Write Narrative
To achieve positioning
Speak to customer
Story TypesExpose, Amplify & Optimize
Repurpose Min Viable Narrative
Competitors Positioning
High Importance
Low Importance
Low Differentiation High DifferentiationSource: Fiona MacGinty-O’Neill
Finn So Happy By The Atlantic Ocean
Customer type: __________________________
GenPro
Brand Premise: ___________________________
Brand Promise: ___________________________
Proof: _________________________________
Positioning Cheat Sheet
Type This That
Problem-Solution
Are you charged for storage that you do not use?
SLAMMIN’ let’s you pay only for what you use, with no minimum fee.
Promise-Fulfillment
We’ll never overcharge you for data storage.
SLAMMIN’ lets you pay only for what you use.
Premise-Proof
Driverless cars reduce the number of car accidents, reduce congestion on roadways and lower insurance
costs.
As of 2015, 100,000 drivers in six U.S. cities have already logged a total of 3,500,000
miles of accident-free driving.
Story Types
Type This That
Progressive Development
The iPhone6 is not only bigger, it’s thinner and more powerful.The iPhone6 is not only bigger, it’s thinner and more powerful.
Command-Comply
Four out of five dentists recommend SLAMMIN’ to fight
cavities. Buy SLAMMIN’ at all Walmart stores.
Story Types
1. Overarching idea
2. Main message 1
2.1. Supporting message
2.2. Supporting message
2.3. Supporting message
3. Main message 2
3.1. Supporting message
3.2. Supporting message
3.3. Supporting message
4. Main message 3
4.1. Supporting message
4.2. Supporting message
4.3. Supporting message
5. FInal message (e.g. repeat overarching idea)
6. Ask/Call To Action
MinimumViable
Narrative
SourceL dollen “still the earth turns”
bring it
Chris Leonard, Principal, Get Brand Content
(US) [email protected]
Our blog: http://www.getbrandcontent.com/impact-our-blog
Twitter: @getbrandcontent
