When it comes to making your brand stand out, one of the best tools you can use is crafting a strong brand story. Learn how to tell your story in a way that connects with consumers.

1. The Importance of a
Brand Story in Business
Ryan Stoner, Strategy
Director
@Stonage
How to connect with people and driving action for you business with
brand storytelling

2. – Simon Sinek, Author of Start with Why
“People don't buy what you do; they buy why you do it.
And what you do simply proves what you believe.”

3. LIFE HAPPENS IN THE NARRATIVES WE TELL ONE
ANOTHER.
DATA CAN PERSUADE PEOPLE, BUT STORIES STIR
EMOTIONS, SPARK IMAGINATIONS, AND INSPIRE
ACTION.

4. GOOD STORIES SURPRISE US.
MAKE US THINK. MAKE US FEEL.
AND HELP US REMEMBER WHY
SOMETHING IS IMPORTANT.

7. CECIL

8. STORYTELLING MAKES
PRODUCTS & SERVICES
RELEVANT. IT MAKES US CARE.

9. NO ONE CARES ABOUT YOUR
MARKETING GOALS, BUT EVERYONE
LOVES A GOOD STORY.

10. SUCCESSFUL BRANDS ALL HAVE ONE
THING IN COMMON:
THEY TELL GREAT STORIES TO INSPIRE
ACTION

11. On April 8, 2011, Blake
Mycoskie, the founder
of TOMS shoes, did
something radical: He
asked everyone to go
barefoot for a day.
11

12. Patagonia recently
launched Patagonia
Provisions and features
food that pushes through
their core beliefs –
sustainability, culture,
travel, experiences.
12

13. Coca Cola gave fans an
opportunity to express
themselves through a
bottle of Coke, and to
share the experience
with someone else.
13

14. Warby Parker had never
sold a range of its eyewear
through another national
retailer, until August 2015 -
teaming up with Nordstrom
to launch exclusive new
pop-up shops.
14

15. In 2010, American Express
launched Small Business
Saturday - a shopping
holiday to encourage
shoppers to patronize
bricks and mortar
businesses that are small
and local.
15

16. With 62 million people
logging on to one of its apps
at least once a month,
Under Armour now controls
the world’s biggest digital
health platform - helping
people facilitate
relationships that can fuel
passions
16

17. Dominos’s took
convenient ordering to a
whole new level with
Dominios Anyware -
enabling you to order
pizza with any device
or interaction.
17

18. NASA sent special
LEGO ® kits, including
model satellites,
orbiters, and even a
scale model of the
space station, into orbit.
18

19. T-Mobile announced it
would do away with
contracts, moving to
phone leasing instead.
paving the way for
customer to opt out of
contracts at any time.
19

20. Uber has launched
hundreds of “surprise-and-
delight campaigns” aligning
the brand with opportunities
to open up up more
possibilities for riders.
20

21. ALL THESE BRANDS INSPIRED ACTION
BECAUSE THEY HAVE A
BRAND STORY
THAT GUIDES EVERYTHING THEY DO.

22. 22

23. 23
For builders, young and old, Lego pioneers new ways, materials and models of
play that allow people to apply imagination and logic to explore and challenge
their individual creative potential.
IMAGINING POSSIBILITIES

24. 24

25. 25
T-Mobile unleashes people to use their wireless device the way they really
want to by eliminating the ridiculous barriers and restrictions of the category.

26. 26

27. Owning The Moment
27
For people who need transportation, Uber opens up more possibilities by
seamlessly connecting riders to drivers because we believe transportation
should be reliable as running water, everywhere for everyone.

28. A brand story brings focus and gives you a
better chance of controlling your own destiny.
28

29. A great brand story serves as a call to arms for
everything your company does AND why it
matters.
29

30. Which Means…
You can bring others along with a compelling vision of the future.
You can give a voice to your company that helps shape your culture.
You can always be on clear, coherent and consistent with your message.
You can have a stronger story to contribute to a pitch or a new customer.
30

31. Whether you’re in B2B or B2C doesn’t matter.
Your brand story can have a positive impact on
your sales & operations.
A good story helps a prospect envision how
they could utilize your services.
31

32. WHAT MAKES A STRONG
BRAND STORY?

33. –Scott Bedbury
“A great brand is a story that’s never completely told.”

34. Know your purpose.
Identify and prioritize the key bits that make your
brand special.
Have a clear point of view.
Deliver cohesive story line that aligns to everything
you do.
34

35. A great story is targeted, and to a sense
personal, or rooted in your personal beliefs for
starting the company.
35

36. Be different.
Stand for something.
Tap into humanity.
Build relationships.
Inspire action.
36

37. EVERY BUSINESS HAS A STORY.
LET’S BEGIN TO CRAFT YOUR STORY.

38. THREE STEPS TO CRAFTING YOUR BRAND STORY
38
Step 1
Story Immersion
Step 2
Craft Your Story
Step 3
Deliver The Story

39. TODAY WE WILL FOCUS ON A
STORY IMMERSION.Step 1
Story Immersion

40. AND DRAFTING AN INITIAL BRAND
PURPOSE STATEMENT THAT CAN
GUIDE EVERYTHING YOU DO.

41. NOW. LET’S ANSWER SEVERAL QUESTIONS
ABOUT YOUR BRAND.

42. WHAT MAKES YOUR BRAND SPECIAL?
42
What drives
you and your
success?
What makes
you different or
special?
What are you
deeply
passionate
about?

43. NEXT, LET’S ANSWER SEVERAL QUESTIONS
ABOUT YOUR CUSTOMER.

44. WHY DO YOUR CUSTOMERS CARE?
44
Who are your
most valuable
customers?
What motivates
them to take
action?
What barriers
get in their
way?

45. NOW, LET’S ARTICULATE PRIORITIES
THROUGH THE EYES OF YOUR CUSTOMER.

46. WHAT’S YOUR PROMISE TO YOUR CUSTOMER?
46
What do you
do? / What
problem are
you solving?
Who do you do
it for?
Why do you do
it better?

47. LASTLY. LET’S CREATE YOUR BRAND
PURPOSE STATEMENT.
A BRAND PURPOSE STATEMENT ANSWERS THE “WHY.”
IT IS DESIGNED TO BE CLEAR, SIMPLE AND
CONVERSATIONAL.
IT INTRODUCES YOUR UNIQUE POINT-OF-VIEW.

48. Brand Purpose Statement
WHO
WHAT
WHY
}
For (target customers/mindset),
(brand) is (frame of reference),
that (key benefit/problem-solving capability)
and/because (reason to believe/key differentiator)

49. USE YOUR BRAND PURPOSE
TO DRAFT YOUR BRAND
STORY AND LET YOUR BRAND
STORY INFORM YOUR BRAND
ACTIONS.

50. LIVE YOUR BRAND STORY WITH MINI-BRAND ACTIVATIONS
Invest in a handful of folks in your core, target
customer audience.
- Service those customers well
- Get to know them personally
- Listen to their stories on why what you are doing is important to them
- Never stop shipping great features that reward the stories your customers tell
50

51. FULL IMMERSION OF YOUR BRAND STORY WILL MAKE YOU TIMELESS
A powerful brand purpose statement
A meaningful name
A solid brand identity design
A website that resonates with everyone
Activations that bring your brand story to life
51

52. YOUR BRAND STORY SHOULD NOT JUST BE
LIMITED TO YOUR COMPANY’S “ABOUT” PAGE -
IT'S PART OF EVERYTHING YOU DO.

53. – Hopi American Indian proverb
“Those who tell the stories rule the world.”

54. Q&A