4 Elements of a Blockbuster Brand

Story

What’s a Brand Story?

A Brand Story is a narrative of your brand that goes beyond mere products, specifications and usage.

Your brand story is ❖What you mean to your customers?❖How you enrich their lives?❖Why you do what you do?

The Elements You Need

Here are the 4 elements you need to know about, before you get started on your story:

❖The Protagonist❖The Supporting Cast❖The Narrative❖Consistency

The Protagonist

Your Customer is the Protagonist

Your brand derives its purpose from your customers. So they are the heroes of your Brand Story.

The Protagonist

Lifebuoy’s “Help a Child Reach 5” Campaign.

❖ The protagonist: A family with their first child to turn 5.

❖ Celebrates triumph over child mortality.

It is your customers’ stories that need to told.

The Supporting Cast

Your Brand is the Supporting Cast

If the customer is the hero, your brand is the sidekick. Portray how your brand enables your customers to achieve something extraordinary.

The Supporting Cast

The Apple “Signature” Ad

❖ Focus on how Apple products fit in our lives.

❖ “Does it make life better? Does it deserve to exist?”

Show your customers how your product makes them

awesome.

The Narrative

Most common Narrative arc is the 3 Act Structure

The 3 Act Structure is not set in stone. You can go ahead and play with the elements. But it is a great starting point, if you are thinking about a

story for the first time.

The Narrative

The 3 Act Structure

❖ Act I: Set up your characters and the problem

❖ Act II: Build the story as your hero faces greater challenges

❖ Act III: The hero triumphs at the climax and eventual resolution

The Narrative

The Google Reunion Ad

❖ Act I: Old photographs, nostalgia and an idea.

❖ Act II: The search begins across borders, bags packed, tickets booked.

❖ Act III: The climax is the reunion after years of partition.

Give your audience a context, rising hope and a satisfying

closure.

Consistency

A Consistent Message across all Communication

The values that you claim to uphold in a witty or heart touching video, should be consistently delivered across all customer touch points.