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Learn about the art of storytelling for business. Whether you're a new or existing company, learn how to use personas and brand architecture to better represent your products and services consistently throughout all of your marketing materials.
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Storytelling &
Branding Marla Schuchman
www.thethreesheep.com
The Parts of a Story:Beginning Middle End
Expositio
n
Rising
Action
Climax
Falling Action
Dénouemen
t
That’s great…
But how does it apply to marketing?
Every company has an epic tale to tell.
Marketing shares the story.
Source: https://www.youtube.com/watch?v=RdTyISEM-D8
Plot DevelopmentStarting up• Build your characters• Establish motives
In operation•Maintain interest•Hint at what’s to come
Plot DevelopmentIn decline•Create plot twists• Introduce new characters•Have a brand “rebirth”
Out of business•What lessons did you learn?
BrandArchitecture
Companies can have many brands:•Corporate/family/universal brand•Division brand• Product brand• Sub-brand
BrandArchitecture
Brands are characters in your company story. Who are they?
They have personalities, flaws & strengths.Define traits early and continuously throughout the entire brand life.
UsingPersonasDevelop personas to inspire & connect owners, managers, employees to customers:
Character development =believable personas for your audience
Activities:Persona
Development
1. Brainstorm identity2. Write his/her bio3. Recite & repeat
Your Story
1. Outline2. Visioning timeline3. Think of a current
need, try to apply your story to it
