StoryBrand Framework: Marketing Strategies Rooted in Ancient Knowledge

Marketing budgets eat up an enormous amount of company money. We all know that.

What is another thing we should all do well to remember? Websites don’t sell things. Words do.

When brands attack a marketing strategy, they often fail to see the one main underlying factor that is going to give the campaign the drive it needs to succeed: the story.

What’s behind the story? The words used to tell it.

All great stories are rooted in survival. How to survive. How to thrive. Over time, it was the sharing of success stories that ultimately kept humans alive. (Eat this, not that. Do this, not that.) We’re all hard-wired for stories; it’s in our DNA. When your company is working on branding your products and materials, the inherent message shouldn’t be rocket science. Instead, it should be rooted in narrative.

Building a StoryBrand

Soundview offers time-saving summaries and reviews of the latest business books, as well as exclusive access to webinars with top authors, and much more.

Having a story at the true center of your marketing strategy is the secret weapon that will continue to grow your business.

Ensure your strategy introduces and addresses these three crucial questions:

  1. What does the hero want?
  2. Who or what is opposing the hero getting what she wants?
  3. What will the hero’s life look like if she does (or does not) get what she wants?

As your marketing department connects back with the essential elements and foundations of stories (character identities, the problem the character is trying to solve, the guide, the plan, a call to action, how to avoid failure, and an end to the story rooted in success), your marketing campaigns will take on lives of their own.

Instinctively, consumers and potential customers will relate to the story that is being shared on a subconscious level. As these individuals connect with your story on a deeper plane, they will feel drawn to the products and services your company is trying to provide.

Let the ancient form of story be the key to your company’s survival in this modern day and age.

About the Writer

Sarah Dayton is the Editor-in-Chief at Soundview. This post was inspired by the ideas in our Executive Summary of the book, Building a StoryBrand by Donald Miller.

Upcoming Webinar: What Hackers and Punks Can Teach Us About Navigating the New Normal

featuring Geoffrey Colon
Thursday, January 12, 2017
1:00 PM EST
Register here

Technology hasn’t just reshaped mass media, it’s altering behavior as well. And getting through to customers will take some radical rethinking.

Toss the linear plan, strip away conventions, and join Soundview Live for our webinar, What Hackers & Punks Can Teach Us About Navigating the New Normal with Geoffrey Colon, on a provocative, fast-paced tour of our changing world.

Packed with trends, predictions, and stories from a career spent pushing boundaries, this event will propel you out of your comfort zone and into the disruptive mindset you need for future success.

What You’ll Learn:

  • Where selling is dead, but ongoing conversation thrives
  • Where consumers generate the best content about brands
  • Where people tune out noise and listen to feelings
  • Where curiosity leads the marketing team
  • Where growth depends on merging analytics with boundless creativity

Why Small Ideas Are Big

I think that there’s a little entrepreneur in each of us. Which of us hasn’t at some time had an idea that we were sure would make a great product or service, but didn’t pursue it any further. Perhaps we were too busy, or lacked confidence in the idea or our ability to run with it, or decided it was best to stay with our more dependable day-job.

Catherine Kaputa, author of Breakthrough Branding, offers great advice to the budding entrepreneur. She says that “Successful companies of all types begin with three things: an entrepreneur (or intrapreneur), a winning idea and a smart brand strategy.”

Instead of looking for that “big” idea, Kaputa recommends looking for a “small” idea. She says “There’s a fundamental paradox of business ideas: the bigger the idea, the simpler and more focused it will be. Big ideas are small—simple, focused, and specific—so that they can occupy a unique niche and dominate their category.”

 Kaputa offers five guidelines for developing your idea into reality:

  • Focus on a small idea (simple, focused, different).
  • Position your brand as first of a kind.
  • Be the mouse that roared.
  • Craft a memorable, internet-ownable name
  • Have a visual hook.

Perhaps you’re in the middle of developing a new product, or would like to take the leap but don’t know where to start. If so, I would recommend that you join us on July 31st to hear what Catherine has to offer from her years of experience as a brand strategist.

Our next Soundview Live webinar is Transforming a Small Idea into a Big Brand, and you’ll have the opportunity to ask you questions directly to Catherine. Join us to see where you can take your idea.