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The Anatomy of Brand Storytelling
Shaun Smith

The Anatomy of Brand Storytelling

Capturing the character of your brand effectively will give your customers something with which to identify. Your brand should be familiar in the heart of your ideal customer. It’s that warm feeling of hot, crunchy french fries or the refreshment of a cold beverage that resonates inside your customers and compels them to act when they see your brand.

How can you go from a new kid on the block to a beloved underdog hero? Telling a compelling story that resonates in the marketplace.

Pull your ideas together and boil them down into an extract that can be spread across your creative channels. This is your special sauce, your essence, your secret recipe. There are multiple ways to craft your image. At Sparkable, we create a comprehensive guide to brand management that includes an inventory, exploration and destination.

You have to be authentic and brutally honest when creating your brand. What are your strengths and weaknesses? What is your brand identity? How does your brand feel about loud music? What did your brand have for breakfast this morning? OK - those last couple of questions were a little silly but the objective is to understand the core values of your character.

Telling your brand’s story involves giving it a unique voice that will stand alone in the marketplace. This should be consistent across your media channels. By creating a voice for your brand, your audience will begin to recognize it’s tone; even if only subconsciously. Take a look at how Coca-Cola’s tells its story in this video by Cognitive Media.

Searching for avenues to find content isn’t difficult. What do you kick around the office. During my career in journalism, I would often ask, “What is the question you are asked the most?” Start there. Take your most asked question and answer it from the standpoint of your brand. Understand its importance and how it alleviates your customer’s pain points.

Map your brand’s story just like you would scope out any story. Where did it begin? Fill the lush landscape that sets your story and place your character in that environment. Test your character and see how it reacts. Use a whiteboard and get your team together for a lab to dissect your brand. Then, tell its story as if your audience were hearing it for the first time. Create one loyal customer with your authenticity and the rest will follow.