Last Monday I attended Deborah Anderson’s talk on How to tell your organizational brand story through marketing at the Festival of Stories in Kingston. I particularly enjoyed the storytelling point of view on brand and marketing.
After all, the purpose of your marketing is the audience. Audiences don’t want to be bombarded with advertisement messages. They want to be entertained, especially when it comes to advertising for digital natives. Here are some interesting insights from the talk.
Your target audience, a character description
Based on research, sketch pen profiles for different audience segments in prose texts, like character descriptions. The more audience segments, the more pen profiles you can collect – like a colourful collection of different pens. I believe this can also be a very useful exercise to understand and visualize who all stakeholders involved are.
How to be unique
Having a single-minded, completely unique proposition is easier said than done. However, a good start is to understand that your product’s or service’s features are easily copied by competitors. What is difficult to copy is the personality of employees, especially those in direct contact with customers, and of course the brand’s personality. The personality, the associations with fun or sophistication or whatever you want people to connote with your brand experience, are what makes your proposition unique.
Plotting a long-term story
When you’re planning a campaign, think about it like a writer plotting a story. Decide where the end of story is, for example in a year (this doesn’t mean there can’t be sequels to that story) and plot stepping-stones on that journey as if you were planning chapters. If you do this exercise like a professional storyteller, you achieve smaller stories within a bigger story arc and development of the protagonist: your brand.