Humans have shared beloved stories since the dawn of our existence. The ancient tradition of storytelling serves to remind us of who we are, and how we relate to each other within the structures of our organizations, our village, our culture and our world at large. Brands are no different.
This one-day-issue-based strategy session is designed to guide brand management leaders and their marketing communication teams to better define and express the big idea story of their brand that serves as a foundation to guide verbal and visual communications at all customer touch points in the value chain.
At the core of every great brand you’ll find a mythological big idea narrative that transcends “marketing” activities. Within the DNA of highly valued brands lies storytelling that inspires the actions, beliefs and behaviors of its devoted tribe members over the long term. Sacred brand stories are not veneer or clever marketing copy writing slapped onto the next ad campaign. Brand storytelling is about the art of connecting the hearts and minds of internal stakeholders and customers alike to shared values and ideals that define the “sacred truth” of why the brand exists and who benefits from the value it brings to the marketplace
We are living in the digital age. It’s the age of community. It’s a brave new world confounding business leaders in every business category. Within this digital age of community, consumers now opt in or opt out. No longer is the conversation about persuasion to buy, rather it’s about to join.
A clear and consistent brand storytelling strategy is crucial to effective messaging tactics. The manner in which your brand communicates with customers, employees, partners and investors must be carefully crafted from the unifying principals of your core brand story.
The power of brands lies in their unique story.
How your brand story is told verbally and visually is critical to the invention or transformation of an enduring brand. Working from your brand’s current positioning in the marketplace, participants will spend an intensive full day in a strategic and creative jam session building a compelling brand story from these key components:
- Defining the attributes of the key audiences segments your brand story is targeted to and why the story of your brand matters to them.
- Defining the verbal and visual cues that identify your brand archetype and forms the foundation of your brand’s story.
- Defining the personality, tone & manner in which your brand communicates with customers, employees, partners and diverse audiences.
- Defining big idea story concepts that will drive your marketing communications in all channels.
- Defining brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.
Who should attend?
The Brand Storytelling Workshop is attended Marketing Leadership Teams as well as other key stakeholders within growing organizations. The storytelling workshop has been designed to help brand management teams create the foundation of their marketing communications platform supporting the business strategy for growth and transformation. Ideal group size is 8-12 participants. The workshop is typically held off-site.
The Workshop Deliverable and Outcome.
At the conclusion of the workshop, we’ll prepare an Executive Summary of all the decisions and hypothesis defined in the workshop. The Executive Summary is a management tool designed for marketing communication team members to insure the content they are creating for various marketing initiatives is built on the foundation of the core brand story properly tailored for each audience segment the brand serves. Workshop participants will gain more clarity about the components that comprise their brand story and have more confidence their communications initiatives going forward will be relevant, valued and effective.
The Workshop Investment:
The investment for this strategy session is $10,000. USD plus travel expenses.
Typically our clients are growing brands with annual revenues of $5-$20 million+.