What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're going to learn how to use brand storytelling
so you can connect with your audience through their innate instinct
and weave your brand into their lives as you do it.
now if you're new to the channel and you want to build brands that go beyond the
visuals using strategy psychology storytelling creative
thinking then you are in the right place make sure you hit that subscribe button
and hit the notification bell as well it'll let you know when we've got new
videos coming out now I've covered brand storytelling quite a few times on this
channel what brand storytelling is great examples of brand storytelling if
you want to check out those videos I'll leave a link in the description below
now brand storytelling is a tool that brands are able to use in their strategy
to connect and resonate with who their audience is
the journey that they're on and the emotions that they're going through
that is what storytelling is for so just to set the record straight storytelling
is not about telling the story of a founder
and why he's so successful and that's one of the biggest mistakes
I see when it comes to storytelling it's about resonating with who your audience
is and the way to do that is to understand
the journey that they're on and the emotions that they go through so
that they see themselves in the story that you tell now of course
if the story of the founder is in line with the story of the
audience well then that makes sense that you could tell a story about the founder
that will resonate with who the audience is but that is
coincidental if the story of founder has nothing got to do
with the audience then the only thing you're going to accomplish by
creating a story about the founder is stroking the ego
of the founder it is not about the founder is it is about the audience
everything in branding is about the audience it's about
understanding who they are the journey they're on and the emotions
that they're going through so you can resonate on a deep and human
level and that is the job of storytelling it's all about
resonating so in this video I want to give you seven steps that you can use
to take brand storytelling into the brand that you're building
so you can resonate with your audience number one
understand your audience's life so I'm not talking here about demographics and
psychographics yes demographics and psychographics will
help you to categorize who your audience is but I'm not talking here about
categorization I'm talking about understanding understanding their life
what is it that they feel what are they going through what do they believe what
do they value if you understand who they are then they are
the key ingredients to resonating with them number two step
into their shoes so once you know a little bit about who
they are and what they believe then you need to understand the journey that
they're on where are they going and what is it that they want to achieve
was it what is it that they want to accomplish
and why do they want to accomplish that what impact is that going to have
in their lives you need to step inside their shoes to look at
not just their life from their point of view but their journey where they're
going and what they want to achieve number
three understand their challenges so you know about their
lives now and the journey that they're on but what about the
challenges that they experience and that they uncover on their road to
that accomplishment to what they want to achieve there will be some roadblocks
that they come across there'll be some challenges now the
main challenge that you want to focus in here on of course is the challenge
that you solve for them what is the challenge that you solve for them what
is it that you help them to overcome on their journey to success
but there are more than just one challenge
that they will come across on their journey to success so understand
all of their challenges in and around what you do and in the context
of their life as well and start really thinking about
how those challenges impact on what do those challenges make them feel
and what keeps them up at night number four uncover their emotional investment
now I touched on this in the previous step
yes you know their challenges now and now you want to uncover how that
makes them feel what is the feeling that they battle with every day do they
feel uncomfortable do they feel lonely do they feel
sad do they feel incompetent what is it that they're
trying to achieve and what is the challenge and the roadblock that's
standing in front of them making them feel so once you uncover
that feeling once you uncover that emotional investment then you have
something to work with within your story number six illuminate the two roads now
when you think of your customer and you think of the
journey that they're on they want to achieve something they want to
accomplish something and standing in the way of that accomplishment
are these obstacles are these challenges now if they don't overcome those
challenges there is a road that leads to failure so
what does that road look like if they don't overcome
those challenges what does failure look like what is the impact that that's
going to have in their lives and how is that going to
make them feel on the other side of the spectrum
if they do overcome those challenges if they do
overcome those roadblocks they will be on the path to success
what does that look like how does that make them feel and what impact
will that have in their lives and step number seven
tell their story now before any writer sits down to write a book
they'll do a bit of due diligence and a bit of research on
who their audience is who is it that they're trying to appeal to
with this book with this story and then they'll write a book that will resonate
with who that audience is in terms of the journey that they're on the emotions
that they're going through now the first five and
to six steps of the process that I've just taken you through here has given
you the raw materials for this book any writer would love
those raw materials before sitting down to write a novel to write a story that
will appeal to their audience so all you need to do
now is to take those raw materials and to write
that story you have a character you have a journey
you have challenges you have something that they want to achieve
a goal an objective you have obstacles that stand in the way you have
fear you have desire you have emotions and you have a journey to success you
have all the key ingredients that you need to
go out and write a compelling story that your audience will feel that they
resonate with now as people we all love stories
it's in our DNA it's innate we just feel a compelling desire to hear a story if
somebody close to you says to I have to tell you a story then
you feel immediately that you want to hear what that story
is so here you're just leveraging what exists
within your audience already they have this innate desire for story and if
you're able to give them a story that tells a journey of a character that
is trying to achieve something that is overcoming obstacles and that is
on the road to success and this all resonates with their own
journey with what they're going through themselves with what they want to
achieve then you're not just going to resonate
with them they're not just going to remember your brand
they're going to feel that your brand is part of their journey
to success but I would love to hear about your story about your story when
it comes to brand storytelling if you have any
experiences when it comes to brand storytelling if
you've got processes that you use that you find very effective I'd love
to hear from you in the comments below if you've got any challenges
or any obstacles around storytelling let me know in the comments below I'll do my
best to answer all of those if you like this video give it a thumbs
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if you want more actionable brand strategy tips and techniques
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get yourself involved there's also some downloadable resources on there if you
want to build brand strategies from scratch and learn how to build brand
strategies from scratch but as I said I would love to hand it back over to you
now what are your challenges what are your experiences I'll do my best to
answer all of those in the comments below
until next time brand like a master tell stories and I'll see you in the next video!