Creating A Compelling Brand Story

Creating a Compelling Brand Story and Why You Must Have One

Mark Campbell

Persuade Teach Amuse Inspire Bring us together Help us remember

Allow us imagine and dream

How we make sense of the world

Everyone loves a good story!

Stop shouting at me!

“Marketers are now competing with the collective power of consumers.”

Branding & marketing initiatives must authentically create shared value

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

The ONLY motorcycle manufacturer that makes big, loud motorcycles for macho guys (and macho wannabees) who live

mostly in the United States who want to join a tribe of cowboys in an era of

decreasing personal freedom

Cascada Expediciones

The ONLY boutique hospitality provider in Chile with unmatched expertise to design and operate

dome-style vacation lodges in remote wilderness for active travelers who seek to experience Patagonia in a unique and environmentally conscious manner in

one of the world’s few remaining truly wild places 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

Dramatic Tensions

• Source of emotional energy• Conflict & dilemma that must be resolved• Choices protagonist must make• Not opposites…but definers

Dramatic Tension

The experience—good or bad—the memories and transformational change

that ensue is what travel is all about

Experience trumps comfort

Tourist Traveler

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

Aim higher!

• A brand can only stand for one compelling, radical differentiating selling idea

• Don’t be clever or complex• Simple, obvious idea that

elevates & differentiates your brand to a new meaning people really care about

• Customers no longer separate marketing from the product—it is the product

• Customers don’t separate marketing from their on-site or online experience—it is the experience

• In the engagement era, marketing is the company

Winning Brands…

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 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 bonds that turns customers and employees into brand advocates.

The End