Scenarize your brand! 💭✨

e would like to share with you some excerpts from Donald Miller's book: "StoryBrand" on the importance for marketing teams to script their communication.

This book (published in 2018 by Pearson) teaches us how to define a narrative creation to talk about its brand in the simplest and most convincing way possible ...

We all know this, but do we really do it? excerpts...

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Why do so many businesses fail?

For the author, "There is a reason why most marketing materials have no effect" ... "Their approach is too complicated. The brain doesn't know how to process the information. The simpler and more predictable the message, the easier it is for the brain to assimilate it. Narrative allows for this, because it provides a logic. In short, story-based techniques put everything in order so that the brain doesn't have to do anything to understand what it's about.

"What do customers do when you bombard them with useless information? They ignore you.

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2 mistakes brands make when talking about their products or services.

He identifies 2 crucial mistakes:
I - "The first mistake is not focusing on the aspects of the offering that will enable customers to survive and thrive."
You need to "demonstrate that your products or services help people survive, thrive, be accepted, find love, access an identity model or join a tribe that will protect them physically and socially"
otherwise you won't sell anything to anyone.

II - "The second mistake brands make is that they force people to spend too much energy to understand their offer."

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The script to the rescue

To avoid these mistakes and gain efficiency he believes that "Storytelling is the most effective way to structure information to save your customers' calories. A well-crafted story reveals a logic. It identifies a necessary ambition, determines the obstacles to achieving it and provides a plan for overcoming them. By defining the components of a storyline related to your brand, you develop a roadmap that customers need only follow to adopt your products or services."

Avoid confusion, clarify your communication

As in a film, "the story formulated by a company must be clear. In a film, the audience must always know who the hero is, what he wants, who he must defeat to achieve his goal, what tragic event would occur if he failed, and what happy ending would result from his success. "and if the viewer cannot answer these basic questions, he will drop out, the film will fail."  

"The principle is the same for the brand you represent. If your customers have a question that is not answered by you, they will move on to another brand.

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This book is definitely a must for any marketing and communication professional!
Available in your favourite (e)bookstore: "StoryBrand" Donald Miller

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We help you to enhance your communication plan, by adapting the ideas & means to be implemented and the audiovisual solutions to be designed and produced.

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