People agree that brand stories are important for engaging consumers yet when asked, many business owners often resort to explaining their business model rather than taking the opportunity to share their brand story.
A clear brand story is remembered by employees at all levels and constructs a narrative where your business is the tool/resource which your client (the hero) uses to defeat their problem (the villain).
A well constructed brand story can bring people closer together around an idea and motivate them towards a common goal, ultimately fulfilling the narrative that you created.
#1 – The hero is your customer
In our case, the typical Broadview Ave customer already has a successful business and wants to scale it online. They feel as though they’re missing opportunities and they’re ready to grow.
So far, they’re sold on the idea of online marketing, but when they take the first few steps, everything starts to get complicated and disconnected.
#2 –The villain is unnecessary costs
Indecision and poor communication between you, your employees and marketing agencies will cost you money and leave you frustrated with the process.
Timelines become passive and projects fail even though our hero has spent more then they originally estimated. They haven’t established any key performance metrics and aren’t sure whether they should continue spending or cut their losses.
“Maybe Google Adwords or Facebook ads just don’t work”, they tell themselves.
Unnecessary costs and the resulting frustration is the negative outcome. It could have been avoided if they had used your product or service, but now the hero is stuck in a state of helplessness until the problem is solved.
Time passes, but no one takes control of co-ordinating between the subcontracted marketing efforts and other business activities. They aren’t getting value for their money and should have done a roadmap from the beginning.
#3 – Your business products or services should be the tool or resource that leads the hero (your customer) to the positive outcome.
In this example, Broadview Ave is a potential solution for our hero’s problem and this leads to a positive outcome. A custom roadmap will give them the control they desire and allow them to make more informed decisions based on specific performance metrics.
Not only will our hero benefit from the ability to manage more projects, but they will also find that going through the roadmapping process clarifies their messaging and provides them with the media they need to communicate more effectively with their customers, employees and investors.
By using Broadview Ave services, the business owner gets more results from their marketing budget and feels less stressed as they begin to see the benefits from their new systematic progress.
Want to learn more? Listen to the audiobook that inspired this post.
AUDIOBOOK: Donald Miller – Building A Storybrand