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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
