In this Marketing Month at Infonegocios, we delve into the significance of StoryBrand for any brand, company, or personal brand. Additionally, we provide a concrete example of constructing a StoryBrand from scratch.
The StoryBrand framework, crafted by marketing expert Donald Miller, has been successfully employed by numerous global companies to craft compelling narratives and enhance their marketing strategy.
Here are some examples of companies that have successfully utilized the StoryBrand framework:
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Nike: Renowned for marketing excellence, Nike employs the StoryBrand framework to tell compelling stories of empowerment and personal triumph in its "Just Do It" advertising campaign.
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Apple: Known for innovative advertising focusing on design and user-friendliness, Apple uses StoryBrand to narrate stories about how its products can enhance people's lives.
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Coca-Cola: Leveraging StoryBrand, Coca-Cola creates emotional and persuasive ad campaigns centered around happiness and unity. The "Share a Coke" campaign is a prime example.
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Airbnb: StoryBrand helps Airbnb narrate stories about how its platform assists people in finding unique and authentic accommodations worldwide.
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Dove: Utilizing StoryBrand, Dove develops ad campaigns focusing on real beauty and self-acceptance. The "Real Beauty Sketches" campaign, for instance, addresses women's perceptions of their beauty.
How to Create a StoryBrand in Simple Steps
The seven-step guide to creating a StoryBrand:
Step 1: Identify Your Ideal Customer
Research who your ideal customers are and the challenges they face. Understand their needs and desires. Create a narrative centered on how you can help solve their problems.
Step 2: Create a Main Character
Craft a character representing your ideal customer. Develop a story around their struggle with a problem common to your audience.
Step 3: Define the Problem
Identify the problem your ideal customer faces. Make the problem clear and specific for your audience to understand.
Step 4: Present a Solution
Offer a clear and concrete solution to your ideal customer's problems. Describe how your product or service can effectively address their issues.
Step 5: Make Your Solution Easy to Understand
Use simple and clear language to describe your solution. Use examples and analogies to help your audience better understand your solution.
Step 6: Make Your Audience Feel Part of the Story
Ensure your audience identifies with the main character of the story. Make them feel part of the story and able to see themselves in the solution you offer.
Step 7: Call to Action
Ensure your audience knows what to do next. Provide a clear and specific call to action for them to take immediate steps.
For more insights, check out this quick report on StoryBrand.
Real Case, From Scratch
Here's an example of creating a powerful StoryBrand for a car agency competing in a city with similar agencies:
- Identify the Protagonist: In this case, the protagonist is the potential customer of the car agency. Understanding your target audience helps tailor your approach to their interests and needs.
- Describe the Problem: Customers looking for a car agency generally have a need for mobility and transportation. Identify other potential issues they may face, such as a lack of trust in car salespeople or concerns about getting a fair price.
The challenge is to guide customers, not just sell them a car. The focus should be on building a relationship where the agency acts as a 'Guide' to help customers achieve their mission (their life).
- Offer a Solution: Your car agency can be the perfect solution to the problems customers face. Emphasize the benefits of buying a car from your agency, whether it's brand new or used. Highlight all aspects of car ownership, including maintenance, costs, insurance, taxes, resale value, and, most importantly, how they will use and enjoy it.
Why appeal to this? As Onassis famously said, "What's the use of having an island if you don't have a beautiful woman by your side to enjoy it, and if you don't know how to throw parties for your family and friends." Similarly, a car agency must know what to do to ensure people enjoy their cars with their loved ones or alone. (You are their guide, and you must help the hero.)
- Demonstrate Credibility: As there are other car agencies in the city, showcase why your agency is the best choice. Mention the experience of your staff, the guarantees you offer, or positive reviews from customers.
- Call to Action: At the end of your story, include a clear and specific call to action, inviting the customer to visit your car agency, schedule a test drive, or receive more information.
Crafting a solid marketing strategy, including long-term planning, is essential for business success. In a world where daily demands can divert attention, aligning the entire organization is crucial.
Companies that strike the right balance between short and long-term goals, keeping their entire value chain focused on their strategy, are the ones that create and maintain sustainable value in the market."
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