Brand Storytelling: A primer

Author: Jonathan Gabay

Brand Storytelling: A primer

1 Brand story
Contents

Introduction.............................................................................................. 3

2 Practical frameworks
Why a guide on brand storytelling?........................................................................................3
Who this guide is for?............................................................................................................3
About the author....................................................................................................................3

1. Brand story telling today.................................................................... 4

Tell to sell - How does storytelling relate to selling? ..............................................................5
Using storytelling in B2B marketing.......................................................................................5
B2B and B2C stories addressing pain points.........................................................................6

2. Practical frameworks for crafting a brand story.............................. 7

Three Ps and Cs of brand storytelling...................................................................................7

3 Planning a structure
The 4 Es of brand story telling...............................................................................................8
Developing the right type of brand messaging and copy.......................................................9

3. Planning a structure and narrative for your story.......................... 10

Guidance on story length by content format and channel....................................................10
Using visuals and imagery to support brand storytelling..................................................... 12
Picture-led content in context..............................................................................................12
Video including animated explainers ..................................................................................13
Infographics.........................................................................................................................13
Sourcing ideas for storytelling.............................................................................................. 13
Planning crisis stories..........................................................................................................15
The Voice of the Customer..................................................................................................16
4 Brand story
techniques

4. Brand story techniques for encouraging changes

to brand perception and action........................................................ 17
What constitutes intelligent content?....................................................................................18
The Content Value Compass...............................................................................................21
The third-party brand narrative............................................................................................25

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 Introduction
About this guide
Stories are neural connectors; they have always connected people and communities. When

1 Brand story
used in marketing they can link to and develop brand traditions, legends, archetypes and
symbols.

Why a guide on brand storytelling?

Exploiting recognisable frames of reference, engaging brand stories unite people searching
for commonality and appreciation of the essence of brand in areas such as: social,
consumer, political, cultural and business-to-business marketing. Engaged, or even gripped
by compelling narratives, readers become immersed into a brand/mind-space that sets the
stage for content makers to elevate standard copywriting into more meaningful dialogues that
support marketing goals.

2 Practical frameworks
This guide will help you explore the fundamentals of developing powerful brand stories for
PR, branding, advertising, sales and general marketing. Narratives can demonstrate product
or service applications, strengthen loyalty, and establish your brand as a trusted ‘thought-
leader’.

Who this guide is for?

This briefing is aimed at communication professionals working in:
þþ Public Relations.
þþ Marketing.
þþ Advertising.
þþ Branding.

3 Planning a structure
þþ Reputation Management.
þþ Content creation.

About the author

Jonathan Gabay is one of Europe’s premier creative branding
authorities. He is author of 15 books including university textbooks
on copywriting.
His latest title is Brand Psychology.
Jonathan is a regular keynote speaker for major brands around the
world.
4 Brand story
techniques

News organisations including: CNN, BBC, Sky and many more

trust Jonathan to explain the stories behind the biggest brand news
headlines.
www.brandunderstanding.com
www.jonathangabay.com

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 ONE
Brand story telling today
Daily, consumers are drenched in a monsoon of branded messages. According to Nielsen,

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way back in 2010 approximately 27,000,000 snippets of content were shared daily. In
January 2015, just one social network alone – WhatsApp announced it was getting close to 1
approaching having one billion users with some one billion messages being sent everyday.
Google CEO Eric Schmidt’s claimed that every two days modern humans create as much
information as did all our ancestors combined; every day Facebook processes more than 500
terabytes of data; Google processes more than 2 million search queries a minute.
Such figures continue to swell. By 2020 it is anticipated that some 20ZB of data of content will
be churned out.
The ‘Googlisation’ of traditional human brain neuron activity – whereby dependence on
search engines effects attention spans, turns consumers into ‘information grazers’, with
neither time nor inclination to instinctively trust messages.

2 Practical frameworks
Little wonder that brands urgently need to augment and enhance data driven campaigns.
The big data story - in numbers
1,000 bytes = one kilobyte (kB)
þþ 1 byte: A single character
þþ 10 bytes: A single word
þþ 100 bytes: A telegram.
1,000 kB = one megabyte (MB)
þþ 1 Kilobyte: A very short story
þþ 2 Kilobytes: A Typewritten page

3 Planning a structure
þþ 10 Kilobytes: An encyclopaedic page.
1,000 MB = one gigabyte (GB)
þþ 1 Megabyte: A short (200 page) novel.
þþ 5 Megabytes: The complete works of Shakespeare.
þþ 100 Megabytes: A two-volume encyclopaedic book
1,000 GB = one terabyte (TB)
þþ 1 Gigabyte: A pickup truck filled with A4 paper.
þþ 2 Gigabytes: 20 metres of shelved books.
þþ 50 Gigabytes: A floor of books.
þþ 100 Gigabytes: An office floor full of Smart Insights reports
4 Brand story
techniques

1,000 TB = one petabyte (PB)

þþ 1 Terabyte: All the X-ray films in a major city hospital OR …50,000 trees made into
paper and printed.
þþ 2 Terabytes: An entire office block of Smart Insights reports.
þþ 10 Terabytes: The printed collection of the US Library of Congress

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 The big data story - in numbers
1,000 PB = one Exabyte (EB)
Petabyte (1 000 000 000 000 000 Bytes)
þþ 1 Petabyte: Enough to store DNA of the entire population of the US – and clone them -
twice.

1 Brand story
þþ 2 Petabytes: All US academic research libraries. (As of April 2011, the US Library of 1
Congress had collected 235 terabytes of data –A petabyte is more than four times that).
þþ 200 Petabytes: All printed material every produced. (To start of 21st century).
1,000 EB = one Zetabyte (ZB)
þþ 5 Exabytes: All words ever spoken by human beings.
1,000 ZB = one Yottabyte (YB)
1,000,000,000,000,000,000,000,000 or 1024.

Tell to sell - How does storytelling relate to selling?

2 Practical frameworks
Virtually all commercial communications, including sales promotions, online advertising,
posters and so on… fall under the ‘umbrella’ of selling. However, rather than remaining a
one-sided sales pitch, through incorporating storytelling, brand selling evolves into a trusted
dialogue between buyers and sellers.

Using storytelling in B2B marketing

Business-to-business products and services are often complex. However, thanks to tracking
and analytics, consumers leave digital footprints, which in turn provide the chance to tell
stories that are as involving as they are insightful. That said, it is tempting for CMOs to
become over-dependent on technology-led processes that count clicks and swipes alone.
Unless consumers can identify their role in a brand storyline, data collection without context

3 Planning a structure
becomes as useful as counting grains of sand. Besides which, consumers have wised up
to data collecting tactics. (It’s why anti-tracking and adblocking apps top many download
charts).
By tackling customer pain point tensions heads on with practical solutions, a brand story
shows how prospects and customers alike can realistically realise new opportunities.

Here’s your
future.
Here’s the
solution.
Here’s the
issues.
4 Brand story
techniques

Here’s your
problem.


Brand Storytelling: A primer
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 B2B and B2C stories addressing pain points

Facts vs. feelings

Facts alone don’t necessarily change hearts – let alone minds. Researchers at the University
of Michigan discovered that despite people with specific understanding of facts being
shown corrected facts, their hard-set biases are rarely affected. If anything, tainted beliefs

1 Brand story
become more steadfast. This has implications for content producers – especially those 1
involved in contentious areas such as fast food, finance utilities or politics: brand facts alone-
unsupported by emotive empathy - could actually strengthen misinformation.
Typical emotive led professional benefits.
Key sentiment Message Personal professional benefit
Reassurance Tailored abilities. Justification of choice to
departments.
Trust Brand’s repute. Excellence of decision.
Peace of mind Business-critical systems are cost Cost justification to peers and

2 Practical frameworks
effective, yet powerful. managers.

Typical emotive led consumer benefits

Key sentiment Message Personal professional benefit
Trend Friends want it. Respect – leadership –
inclusion.
Exclusivity Because you’re worth it Self esteem.
Value Enjoy the best without compromise. Intelligence – shrewdness.

3 Planning a structure
4 Brand story
techniques

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 TWO
Practical frameworks for crafting a brand story
Every brand can be thought of as a conversation. Each narrative continually builds layers

1 Brand story
upon a backdrop of information that provides essential contextual insights about people,
places, plots, products and events. In this way, constructing a brand story is similar to writing
an engaging book or even film treatment. The more depth - backstory - the more ‘complete’
and so authentic the primary narrative appears to consumers.

Best Practice Tip 1 Use Authenticity, Emotion and Empathy to strengthen a brand story
Practical approaches to strengthening a brand story include:
þþ Authenticity.
þþ Emotion.
þþ Empathy.

2 Practical frameworks
… And understanding (of and for the intended audience).

Three Ps and Three Cs of brand storytelling

Themes such as professionalism, family, health, happiness, wealth, absolution, food, fame,
power, pride, relationships, success, integrity, devotion, affection, and family… connect us all
… whether at work or in personal lives.

Plot:
What’s the story’s background?

3 Planning a structure
People:
Whom is affected and how? What is specifically being done for them and when?

Place
Where is affected?
Where should people go for further support?

Underscoring these are the 3 Cs of…

Clarity. Consistency. Character.

Clarity:
4 Brand story
techniques

þþ WHO you are.

þþ WHAT you do.
þþ WHOm you do it for.
þþ How your proposal is distinctive and relevant.
þþ WHY it all matters.
(Also see Brand stories as agents to change).

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 Consistency:
All brand stories are direct or indirect analogies of an organisation’s practiced mission, vision
and values. Such philosophies should be reflected throughout a storyline.

Character:

1 Brand story
Compelling (business) stories need protagonists. By humanising and authenticating
propositions, their motives contribute towards a more satisfying brand picture.

‘Actors’ in a typical brand story include:

þþ Sellers.
þþ Employees.
þþ Buyers.
þþ Developers.
þþ Partners.

2 Practical frameworks
þþ Stakeholders.
2
Underpinning each role is the central force of the single ‘character’ that delivers the biggest
impression of all: your inferred brand character. Through example, namely the stories of
employees, channel, suppliers, stakeholders, distributors… a brand’s persona is suggested
and acted out in accordance with its mission, vision and values.
A well-defined brand ‘character’ as a personality carves a niche in a crowded marketplace.
It future proofs a brand. A strong brand personality not only allows a business to charge a
premium for what could otherwise be a generic product, it future proofs a brand.

The 4 Es of brand story telling

3 Planning a structure
Evocative Sketches
An evocative sketch is furnished with ‘objects’ of familiarity. These elements include relevant
and recognisable case studies that show brand relevance, along with suggestive authentic
empathy towards pragmatic needs.

Embedded anecdotes
In Jules Verne’s Journey to the Centre of Earth, characters follow in the footsteps of a 16th
century explorer. Step by step, they uncover clues that help them (and through them, the
reader) discover a bigger picture about their journey and backstories.
Follow this by dividing and distributing your story into distinctive elements which makeup your
story. (For example: planning, production performance and sales). This persuades reader to
4 Brand story
techniques

appreciate how each component is part of a greater narrative.

Enacted plots
Your overarching narrative is the brand story you have been briefed to tell. A micro-nar-
rative is created through reader interaction. For example, by blending brand stories with
gamification, micro-narratives provide the means for prospective consumers to explore or
adapt aspects of a universal narrative for themselves.

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 Emergent Narratives
Related to enacted plots are emergent narratives. Assets such as Twitter, YouTube and
TUMBLR, encourage to users to create their own story.
For example, Coca-Cola invited consumers to post pictures or videos of themselves with
personalised bottles.

1 Brand story
Not losing the plot
During the 1970s, a famous commercial for Alka-Seltzer featured the line: “That’s a spicy
meatball.” However, rather than selling more stomach upset medicine, the campaign sold
more spaghetti sauce! Hardly surprising therefore that the renowned copywriter David Ogilvy
noted: “Ninety-nine per cent of advertising doesn’t sell much of anything.”

Here’s your
future.
Here’s the

2 Practical frameworks
solution.
Here’s the
issues. 2
Here’s your
problem.

Developing the right type of brand messaging and copy

Brand stories need to be idiosyncratic imbued with character, rather than bland, verging
on anonymous. Equally it doesn’t automatically follow that unconventionality suggests


3 Planning a structure
peculiarity. On the contrary, in the example of business-to-business, character can be
indicative of a brand’s heritage innovation and resolve.
Fcv.fl
Best Practice
Facts aloneTip 2 Avoiding
don’t insincerity
necessarily change hearts – let alone minds. Researchers at the
ToUniversity
ensure a story isn’t perceived
of Michigan as being
discovered thatinsincerely stilted with
despite people (so coming
specificacross as paying lip
service) aim not to slavishly confirm to an industry’s standard style format for its own sake.
understanding
This includes usingofjargon
facts being
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becausecorrected
everyonefacts,
else their
does.hard-set biases are
rarely affected. If anything, tainted beliefs become more steadfast. This has
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sounding – especially
insincere those
is to write involved
TO you in contentious
audience, THROUGH you
brand and with a measured degree of INDIVIDUALITY in mind.
areas such as fast food, finance utilities or politics: brand facts alone-
TO your audience: covers issues appertaining to THEM.
unsupported by emotive empathy - could actually strengthen misinformation.
THROUGH your company: maintains your corporate tone of voice and values. (So delivers
4 Brand story
techniques

consistency throughout a storyline).

ypical emotive
INDIVIDUALITY: led professional
reminds benefits.
you that your audience compromises people, not prospects.
  
Best Practice Tip 3 Write English - Not ‘business’

In business-to-business 
prospects are often referred to as anything from, sales ‘targets’ -
to 
brand ‘partners’. Whilst colloquial
 language may sound appropriate
 to
some – toHomo

investigans it can come across as being what it actually was all the time: a condescending.

     
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 THREE
Planning a structure and narrative for your story
Every story has a beginning, middle and end. This remains even if ‘the end’ is the start of

1 Brand story
something new- such as in the case of a teaser advert such as a click-bait headline.
Each segment of your tri-part story: beginning, middle and end, encourages readers to
investigate further. Exploration could incorporate knowledge building incentives such as a
video, infographic, slide deck, case study, brochure… App, fan page, opted-in email update…
and so on. Whichever the option, plan to ensure involvement makes your audience feel are
part of a brand journey in which they are joint leaders, rather than luggage bellhops. (Also
see: The 4 Es of brand story telling).
For some, the notion of an organic story developing through the actions of potential and
existing customers can appear disconcerting. Yet, in reality, this is fallacy. Each choice of
story discovery medium is devised and offered by the brand – not consumers. Commentaries
show transparency and offer the chance for even greater story development.

2 Practical frameworks
Consider brands such as Uber, Airbnb, Apple and Red Bull. In all cases, as new prospects
discover content, individual brand experiences become viral assets, which in turn leads to
improved traffic and organic search visibility…

3 Planning a structure
3

Increasing user control of content 1995-2015

4 Brand story
techniques

Guidance on story length by content format and channel

Less is nearly always more. However, there is a huge difference between cutting content,
and editing it for meaning. Longer copy can be more effective online where content writers
are rewarded for the depth of their insight by more shares of their content and buy-in to their
brand.

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 Very broadly, in terms of length, aim for the following:
þþ Blogs – 500 words (minimum). Long-form blog copy > 2000 words can be more sharable,
for business-to-business audiences.
þþ Email press announcements – three paragraphs - excluding contact details and
company background, each containing approximately sixty words (maximum).

1 Brand story
þþ Banner adverts – approximately seven words (maximum) per reveal, excluding contact
details.
þþ Webpages – no more than three – to – four paragraphs (each containing a rough
maximum of sixty words (maximum).
þþ Sales emails – no more than four paragraphs – each contain approximately thirty words.

Narratives in professional speeches and presentations –

þþ 1-3 minutes. State your underlining message (theme). Preview what you will later
elaborate.

2 Practical frameworks
þþ 4-5 minutes. Elucidate your key points – from your audience perspective – Detail your
narrative’s theme.
þþ 9-19 minutes. Recap core messages.
þþ 19-20 minutes. Close - referring to how your theme instigates change and audience
empowerment.

3 Planning a structure
3

4 Brand story
techniques

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 Using visuals and imagery to support brand storytelling
The human mind is visually- led. Photographs, illustrations and graphs all serve to tell
powerful stories in their own rights. In some instances, such as in the case of fashion or
lifestyle products, pictures can tell the main story, with copy (words) providing highlighted
supported. In other cases, the reverse is true. In all instances, avoid writing in words what
has already been shown in pictures – and vice-versa.

1 Brand story
Use images to tell your story through images on social network sites (e.g. Pinterest or
Facebook albums). Rather than one picture – tell your story in context:

2 Practical frameworks
Picture-led content in context

3 Planning a structure
3

4 Brand story
techniques

(Source: Pinterest – April 2015)

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 Video including animated explainers
Aim for around two-three words per second, depending on the pace and energy you want.
Video length varies. Generally, videos should be under three minutes in length, some
consider one minute a maximum. However, for instructional or educational videos, this
increases.

1 Brand story
Storyboard your video to ensure a message is delivered in timely fashion, without losing too
much of its ‘backstory’.

Infographics
It’s difficult to generalise for these since there are many ways to break up the structure, but I
advise
þþ A Powerful, shareable headline – less than 5 words
þþ Introduction paragraph – providing a content overview- up to 30 words (maximum).
þþ Captions per graphic – no more than eight words

2 Practical frameworks
þþ Supplementary paragraphs throughout the graphic – no more than twenty words per
paragraph. (In all cases, keep word characters – unless referring to a brand name – to
less than eight letters).
þþ Brand context and calls-to-action at end

Sourcing ideas for storytelling

We can learn from well-established approaches to storytelling – if you think laterally these
can be applied to B2B marketing.

Universal film plots

Hollywood is said to follow a staple set of universal story plots and themes. These include:

3 Planning a structure
1 Love Boy meets girl, loses girl; wins her back.
2 Success. The lead character has to succeed at all costs.
3
3 Cinderella. An ugly duckling is transformed into a perfect human being.
4 Triangle. Three characters romantically entangled.
5 Return. An absent lover/ parent/ friend/ black sheep/ spouse reappears.
6 Vengeance. A lead character seeks revenge.
7 Conversion. Bad guy turns into a good guy.
8 Sacrifice. Lead character gives up everything for the common good.
9 Family. The interrelationship of characters, location and situation.
10 Jeopardy. A life-and-death situation exploiting adeptness and survival instincts.
4 Brand story
techniques

11 Forbidden. Social taboos.

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 1 Brand story
2 Practical frameworks
Universal news stories
The journalism story list includes:
1 Natural disasters.
2 Man-made disasters.
3 Sex.

3 Planning a structure
4 Commercial gains.
5 Commercial losses.
3
6 Political gains.
7 Political losses.
8 Murders.
9 Suicides.
10 Law and disorder.
11 War.
12 Political rebellion.
13 Scandal.
4 Brand story
techniques

14 Mr or Mrs Good/Bad.
15 Social struggles.
16 Royalty.
17 Reputation crisis.

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 Planning crisis stories
At this point you maybe wondering ‘ What has Hollywood and Journalism to do with
marketing copy for products, services and brands?’
Well, perhaps more than you may think. Take the universally familiar sequence of events
affecting the story of Cinderella.

1 Brand story
2 Practical frameworks
Classic story development stages

The sequence isn’t just about a timeline of random incidents. It provides a clear structure to
the pace, gravitas and meaning of the story’s development.

3 Planning a structure
Here’s how it could work in terms of planning a crisis reputation management story:

4 Brand story
techniques

Brand story development stages

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 Each stage of your developing story needs to build on the previous one. Feature relevant
‘reader’ experiences content to shows how a narrative affects THEM personally. This also
has implications in terms of a brand reflecting the broader ‘voice of customers’ in general.
Any echoes of consumer sentiment and needs should come across as an enhancing
experience rather than mirroring exercise.

1 Brand story
Balance your ‘brand voice’ with that of your customers

2 Practical frameworks
The Voice of the Customer
‘Voice of the customer’ advertising stories are nothing new. For example, if you are
approaching that stage in life when you give a second glance to Over-50s commercials,
you’ll recall the classic Bisto gravy brand storytelling series, as portrayed by the late Lynda
Bellingham, OBE. (The gravy pouring ritual was associated with family unity). In that case,
partly down to the era’s general social attitude towards family life, including regularly eating
meals together, the story worked.
Commercial on YouTube

3 Planning a structure
Yet, when not carefully devised, ‘caring community’ narratives can appear confused or worst
– acts of misdirection. (“Why is the bank spending money on advertising its initiative to teach
pensioners to surf the web? Surely it is supposed be concerned with lending money”).
3

“If I asked people what they wanted, they would have said faster horses.”
Henry Ford

History reminds us that great brands don’t simply the echo ‘the voice of the customer’. As in
the case of the original Ford car - they provide the customers with a voice to express a need
for something they never knew they even wanted in the first place.
4 Brand story
techniques

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 FOUR
Brand story techniques for encouraging changes to
brand perception and action

1 Brand story
Great stories are tools of empowerment which instigate transformation affecting:
þþ How people feel and behave about a product or service.
þþ What they think about a product or service.
þþ When they act to explore more about a product or service.
þþ Who they trust.
þþ Where they go to purchase a product or service.

At each point, consider the question of ‘why?’ people should change their perception or

2 Practical frameworks
behaviour.

‘Why’ answers should be three-levels deep. By this, I mean rather than a glib answer such
as:

What people think about my product?

They think it is cool.
Why people think my product is cool: Because it portable.

3 Planning a structure
Best Practice Tip 4 Linking Features and Benefits
All copywriters will know to include benefits, but more experienced copywriters realise that
is the personal (or business) benefits that have the biggest impact in changing perception. If
you can link the two they are even more effective.

Challenge yourself to further detail your ‘whys’ by linking features and benefits.
þþ Portability implies it can be used ‘on the go’ – it has an eight-hour battery life.
þþ Here are three examples why that is the case:
þþ Portability means, data can be continually backed- up.
þþ Here’s three examples:
4 Brand story

þþ Portability means, you can make presentations anywhere, anytime…

techniques

þþ Here’s three practical applications: 4

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 1 Brand story
2 Practical frameworks
Every brand story proposition evolves around WHY

Content-powered water-cooler huddles

One of the highest accolades a brand story can receive is being acclaimed around company
water-coolers. Once everyone starts discussing a narrative, it follows that they want to swipe
their tablets and phones to discover more.

3 Planning a structure
What constitutes intelligent content?

Relevance.
The story is focused on recognisable goals and values.
An intelligent story validates the audience’s sense of distinctiveness. Too many brands are
still stuck in what I call ‘The Kodak Moment’. This is when a brand story is overly product or
technical centric. Originally Kodak built a world-renown brand based around their cameras
and films. Once the world changed, their story wasn’t malleable enough to be (pardon the
pun…) developed. Kodak could have extended the story of the Kodak Moment - beyond
traditional snapshot cameras and films - through story extension channels such as blogs,
video channels …
4 Brand story
techniques

Is it a campaign or a story? 4
The highly praised campaign for O2 ‘Be More Dog’ leant itself well to being developed into a
brand story telling exercise. The brand featured added enhancements to the narrative such
as interactive quizzes (http://bemoredog.o2.co.uk). Yet, there is an argument that, as with
the Kodak Moment example, O2 could have further developed the campaign’s specific story
telling asset.

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 Essentially the difference between a campaign ‘hook’ and a brand story is that one is
a teaser, suggesting the need to learn more and the other is the content which actively
involves.

1 Brand story
2 Practical frameworks
Early example of an advertising campaign (written by Julian Koenig of BBD advertising)
suggesting a brand story

Significance
The story rewards readers.
Brand stories stimulate part of the reader’s brain known as ‘the reward pathway’. This is a
highway of neurons activated by dopamine that controls the brain’s reward and pleasure centres.

3 Planning a structure
(Dopamine is one of three major monoamines (classes of neurotransmitters associated with
cognitive function, emotion and behaviour).
Indistinctive stories that overlook emotional context often mask a brand’s core message. On
the other hand, emotion without solid content makes too many brand stories sound like fairy
tales. (See

4 Brand story
techniques

The reward pathway

Brand Storytelling: A primer

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 Consistency
Credible brand stories imply consistency with identifiable past, current and future missions,
visions and promises. To this end, a brand storyline needs to be integrated into every stage
of the customer journey. This can be particularly challenging for organisations like insurance
companies, which sub-contract work to various suppliers throughout the customer journey.
(For example, one external supplier may be involved with windscreen repairs, whilst another

1 Brand story
with major bodywork – from clients’ perspectives, all are ‘actors’ in the brand’s on-going
narrative concerned with how all serve the consumer experience. – This is why each needs
to reflect the brand’s carefully seeded narrative). (Also see: Three Ps and Cs of brand
storytelling).
Every point of contact provides the prospect to exemplify core brand messages in context of
a specific point in an on-going journey. Make sure all your ‘actors’ not only know their roles
but also provide consumers with convincing reasons to believe in them.

Inclusive.
There is a huge difference between brand awareness and brand engagement. Ninety per

2 Practical frameworks
cent of the mind’s activity takes place in the subconscious. This is where, the correct mixture
of brand awareness and consumer engagement comes into effect.
To turn a recognisable name into a brand offering a genuine sense of connection, your story
needs to be:
þþ Relevant.
þþ Significant.
þþ Consistent.
þþ Inclusive…

Developing and measuring intelligent content

3 Planning a structure
4 Brand story
techniques

4
RESEARCH – Both internal and external sources.
GOALS - Strengthen you story’s goal by using methodologies such as SMART analysis.
VALUE –Select story channels that offer the greatest attainable and understandable value to
readers. (Such as an Infographic, blog, podcast, and video).
DELIGHT - Develop your story to demonstrate engaging brand thought leadership.

Brand Storytelling: A primer

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 SHARE – Encourage readers, including the press, to talk about your story via social media,
conferences, white papers…

1 Brand story
2 Practical frameworks
Why they share – cause-led content is essential

3 Planning a structure
OPTIMISE - Make sure your story can be experienced and adapted across all relevant
platforms – including mobile. Remember to fully SEO content.
MEASURE – Cross-refer against your original objects such as: encouraging loyalty, providing
additional information, and clarifying positioning … (Brand storytelling objectives often
include social goals such as reader self-esteem, peer perception, employee or supplier role
understanding … alongside business objectives).
EVALUATE- Build new stories on the success of existing findings.

The Content Value Compass

When pitching, any sales competent professional considers “what’s in it for me” (WIIFM) -
from the consumer’s perspective. This opens the book for a brand story to ‘nudge’ the buying
process from being an information gathering exercise to completing a sell.
4 Brand story
techniques

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 



B
w


1 Brand story
B



B
P


2 Practical frameworks


Brand stories ‘nudge’ a buying consideration into becoming a buying choice.


A customer’s self-interest triggers sales. Yet, just as one of the seven deadly sins: ‘envy’
(when
 you want what someone else has) has a half-sister: ‘jealousy’ (when you worry that
someone is trying to take what you have) - so WIIFM has a half-brother: IKWYW-FM. (I know
-
What You (the brand) Wants – From Me).
how do you express a brand story reinforced with threads of authenticity, rather(when
So www)-jealousy’ than
spinning a brand
you worry thatyarn?
someone is trying to take what you have) - WIIFM-
bIKWW-FMIkwWb)W–FM)

3 Planning a structure
Plot the best route to navigate through what I call The Content Value Compass.

1. Humility not hype

Avoid company hype. Remain empathetic towards audiences. (Without the narrative
becoming crass).

2. Understanding –specific needs

Churning out content simply to have something new on a website can be self-defeating. Think
quality as well as quantity. Rather than aiming for brand awareness, it is time to become
brand conscious. As with many aspects of psychology, underlining motives to believe your
story – or otherwise – often turn out to be related to something other than initially assumed.
Again this is related to the conscious being dictated by a far deeper subconscious level.
4 Brand story
techniques

Customer-centric content features more than everyday benefit highlights used by competitors
and followed as ‘best-practices’ (which invariably turns out to be simile for ‘copying the other 4
guy’). Instead, aim to be consistently relevant in terms of message, timing and appropriate-
ness of your brand story.
Data Scientists attempt to unravel the Gordian Knot of metrics-led big data technology. Yet
just as the brain comprises the left and right lobes, big data research alone tells only half a
story.

Brand Storytelling: A primer

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 Understanding what is practical and pertinent is often a matter of simply listening. What are
‘hot topics?’ What are current missed competitor opportunities? Which kind of writing style
best suits your audience? How often would they like to be contacted? (Here is where testing
can play an important role).

3. Demonstration

1 Brand story
An insightful brand story incorporates practical, often poignant examples of how a product or
service addresses #2 (UNDERSTANDING).

2 Practical frameworks
The Value Content Compass
All the world is a multi-platform. Beyond an intended original audience for a story, it is
important to consider wider audiences and concurring PR implications.

3 Planning a structure
Numbrfchmrktrpt
trtfrcr-trtctt
cmp
(HrrBuw2015)

4% 2%

7%  
 
F 
F 
4 Brand story
techniques

38%    

29% 4

           

 

           

Brand Storytelling: A primer
23          
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! -         
 Take a story concerning Pret A Manger that I commented on for The Guardian newspaper.
http://bit.ly/1IHDeBU
Servers at Pret A Manger restaurants randomly offered customers free cups of coffee.
However rather than being spontaneous, reportedly, branches had been pre-allocated
official required quotas of such ostensibly extemporaneous acts of random social kindness.
The news of the alleged pre-determined directives spread to Twitter. Undoubtedly, thanks

1 Brand story
to conversational connectivity, the intended brand story ended up delivering a completely
different conclusion than the content producers behind the original narrative would have
intended.

CSR is dead. Long live SCR

Social Community Responsibility stories are progenies of CSR (Corporate Social
Responsibility). In fusing PR reputation programmes with advertising, certain brands with
names for being anything other than socially responsible (… careless oil companies… greedy
banks … extortionate pay-day loan companies… iron-gloved supermarkets driving down
supplier profits…) use storytelling to demonstrate that the very last thing driving the business

2 Practical frameworks
is anything as sordid as making a profit.
Increasingly, the words ‘social’ and ‘sharing’ are becoming the opposite of what one of the
founding fathers of modern economics, Adam Smith believed: namely that self-interest in the
marketplace is ultimately beneficial for society. Today’s era of conversational connectivity
suggests that being social brand storytelling’s newest capital.

From legend to fact

Political organisations sometimes use stories to remodel aspects of a brand’s authenticity. It’s
nothing new. Storytelling devices are forever developing. For example, terror-brands use slick
videos and organised social media as narratives to justify their bloody causes. (ISIS even has
its own multi-lingual radio stations and podcasts). At the time of writing, in London’s Piccadilly

3 Planning a structure
Circus, McDonalds offered pedestrians to upload, in real time, short story messages to the
brand’s prominent billboard.

4 Brand story
techniques

Author’s comic –character as featured on McDonald’s story billboard

in Piccadilly Circus London

Brand Storytelling: A primer

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 The third-party brand narrative
The rise of misinformation on the web has led to brands reassuring the public that content is
authentic. This is where having a third party ‘thought leader’ can come become useful as the
narrator of brand story. According to a 2015 report from Business.com eight-nine per cent
of marketers agree that unbiased third party content is generally perceived as being more
credible than company branded content.

1 Brand story
Hook line and bait
A goldfish has a longer attention span than the average person. (carassius auratus auratus - nine
seconds – homo sapien - eight seconds). [Source: Brand Psychology, published by Kogan Page].
Headlines creative ‘hooks’ need to pierce quickly and penetrate meandering minds deeply.
Yet here again the spectre of consumers tuning in to IKWYW-FM (I know what your want
from me) appears.
Native advertising click bait headlines feature openings such as… “you never guess
what happened next”…’14 things you never knew about (name)” are based on storytelling
methodologies used as far back as 1960s by direct mail marketers. However if over-used,

2 Practical frameworks
any long-term prospects of such bait being taken become as certain as a child relentless
repeating annoying questions which lead to cul-de-sacs.
In John Caple’s book, ‘Tested Advertising Techniques’, published in 1932, the author noted:
“If your headline is no good then forget about your copy or illustration.”
Today, when planning a click- bait headline, consider incorporating one of the following themes:
1 Question 5 Invitation 9 Representation
2 Directive 6 Promise 10 Demonstration
3 Comparison 7 Anticipation 11 News-making
4 Challenge 8 Location

3 Planning a structure
The bigger mind-picture
When consumers scan an online story, activity in the posterior cingulate cortex (associated
with measuring morals/value) along with the amygdalae (part of the brain’s primary emotional
centre), become heightened. In reading a page or watching a video, the brain considers
emotional context, followed closely by whether the content includes genuine personal value.
Two further key parts of the brain affected by a brand story include:
• The Wernicke’s Area - Concerned with written and spoken language.
• Broca’s Area - Also related to speaking and speech.
4 Brand story
techniques

Brand Storytelling: A primer

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 Increasingly to capture and retain consumer attention, many power-brands turn to neuro-
psychology to encourage consumers feel part of a meaningful brand narrative. This can
be likened to seeing a 3D movie as opposed to a 2D movie. In one, the audience is part of
the movie, in the other, the audience watches the movie. In both, without a solid story, the
experience is soon forgotten.
Authentic participation and engagement ultimately drives profits. A recent example that

1 Brand story
comes to mind is how Ryan used the power of narrative to change perceptions of its brand.
The technique was so successful that it contributed in part to helping the budget airline win
the confidence of some 90m passengers during 2014-15. Their story involved improving
customer experiences through listening and courtesy. As with all great brand stories – the
narrative was picked up by the media and spread virally. (See: Video)

Conclusion
People buy stories – not products. Stories drive people. They connect groups of consumers
to each other – and their trusted brands. Since the start of civilisation, storytelling has led to
innovation, understanding and a sense of belonging.

2 Practical frameworks
The notion of brand storytelling may at first seem a simple to comprehend – in reality, like all
great narratives, whilst the greatest brand stories appear unassuming, they in fact require a
deep understanding of human perceptions – not just of desired brands – but the consumers
themselves.

3 Planning a structure
4 Brand story
techniques

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