If You're Building A Brand
You Need An Authentic Story...
Steal These 8 Steps To Create One π
+ bonus real-life case study at the end π
You Need An Authentic Story...
Steal These 8 Steps To Create One π
+ bonus real-life case study at the end π
1: Tell The Story
An authentic brand story will invariably become a pillar of your business success
A direct route to authentic connection with your audience
Bring the story to life
- Emotional connections
- Origin
- Triumph
- Failures.
An authentic brand story will invariably become a pillar of your business success
A direct route to authentic connection with your audience
Bring the story to life
- Emotional connections
- Origin
- Triumph
- Failures.
Progress over perfection
Get something done verbally first
- Voice Memo
- Loom
before working towards something formalised
Get something done verbally first
- Voice Memo
- Loom
before working towards something formalised
2: Refine The Story
The objective is a clearly articulated story that is cohesive across all channels
Use your first draft as a starting point
Refine it based on your internal / customer βwhyβ statements.
The objective is a clearly articulated story that is cohesive across all channels
Use your first draft as a starting point
Refine it based on your internal / customer βwhyβ statements.
3: Articulate Your Internal "Why's"
It is crucial that you define the reasons you do business...
- Why do you do what you do?
- Why you do business personally?
- Why do you sell your product?
It is crucial that you define the reasons you do business...
- Why do you do what you do?
- Why you do business personally?
- Why do you sell your product?
- Why do your team come to work?
- What keeps you going during the hard times?
- What do you want from your life?
- What do you want from your business?
- What keeps you going during the hard times?
- What do you want from your life?
- What do you want from your business?
4: Articulate Your Customers Why
Asking a series of questions of the market
Within the context of your authentic origin story
Is from our experience the most effective way to arrive at a "$100m Why"
Asking a series of questions of the market
Within the context of your authentic origin story
Is from our experience the most effective way to arrive at a "$100m Why"
- What aspects of our story do people find engaging?
- How does our story make our customers feel?
- Where are we most aligned?
- How does our story make our customers feel?
- Where are we most aligned?
5: Put Your Story Through These Lenses
- How do you feel about your story?
- What are the outcomes that you want?
- How do your internal whyβs align with your story?
- How do your internal whyβs align with your customer whyβs?
- How do you feel about your story?
- What are the outcomes that you want?
- How do your internal whyβs align with your story?
- How do your internal whyβs align with your customer whyβs?
How does the market feel about your story?
What is their story?
Why do your customers purchase from you?
How do your customer whyβs align with your internal whyβs?
What is their story?
Why do your customers purchase from you?
How do your customer whyβs align with your internal whyβs?
6: Articulate Your '$100M Why'
Always being authentic to your story and where you have come from
As well as alignment between how your business is
- Operating
- Feeling
- Thinking
- Acting
and the people that you are selling to
Always being authentic to your story and where you have come from
As well as alignment between how your business is
- Operating
- Feeling
- Thinking
- Acting
and the people that you are selling to
It must be aspirational
It must be authentic to you
It must align with your market
It must be authentic to you
It must align with your market
7: Complete Idea Map
Identify statements that represent the value you bring to the market
How do your customers feel about using your product?
Identify statements that represent the value you bring to the market
How do your customers feel about using your product?
The Positive Benefits of your product
Competitive advantage
Key Features
Aim to inspire your team and customers with as few words as possible
Competitive advantage
Key Features
Aim to inspire your team and customers with as few words as possible
8: Agree On Organising Idea
This idea is used to influence the tactical conduct of your whole business
It becomes the NORTH STAR for your team and a magnetic element for your customers & community
This idea is used to influence the tactical conduct of your whole business
It becomes the NORTH STAR for your team and a magnetic element for your customers & community
Encapsulate the integrity and beautiful parts of the business in this one powerful statement
Always ask yourself and the team
Is our work aligned with the Organising Idea?
Always ask yourself and the team
Is our work aligned with the Organising Idea?
Use this proven process to deliver your βConceptual Brand Frameworkβ
Ensuring you are able to articulate the conceptual ideas that sit behind your brand in a consistent manner
To influence conduct within your business thatβs worthy of your brand.
Ensuring you are able to articulate the conceptual ideas that sit behind your brand in a consistent manner
To influence conduct within your business thatβs worthy of your brand.
I've put together a slide deck with a real-world example of a brand using this framework
If you want it, Retweet & Comment "Brand" & I'll DM it to you
*Must be following so I can DM"
If you want it, Retweet & Comment "Brand" & I'll DM it to you
*Must be following so I can DM"
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