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BRAND STORY GUIDE

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Page 1: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

BRAND STORY GUIDE

Page 2: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

BRAND STORY

CRAFTING YOUR

Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold, they’ll find it difficult to resist all the value you have to offer them. But what makes stories so compelling?  Stories give us information in a way that evokes and indulges our senses. They effectively allow us to see, hear, taste, and feel the details we’re being given. That’s why people throughout history have used stories to pass down cultural knowledge and traditions.  Stories work in marketing because customers buy based on real relationships.

A good story will transition you from an impersonal company with a product available for purchase into a brand with a personality, emotional resonance, and priceless value. It invites and even compels your audience to listen or read further, even when there are countless other sites and products out there vying for your customers’ attention.  

Page 3: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

HOW DO YOU CREATE AN AUTHENTIC STORY OUT OF A

COMPANY’S PRODUCT/SERVICE?

This guide will cover the building blocks of creating the story of your Brand

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MATCH THE CUSTOMER’S

GOAL TO YOUR SOLUTION

KNOW YOUR VALUES

KNOW YOUR BRANDS

UNIVERSAL THEME

PUTTING IT ALL TOGETHER: STORY

STRUCTURE

2 STEP

3 STEP

4 STEP

5

KNOW THE TRANSFORMATION YOUR CUSTOMER IS

SEEKING

You start with the customer’s transformation. Customers do business with companies because they desperately want to solve a problem, and they’re persuaded that the company’s offered solution can solve that problem. A company’s brand story has a different lens than, say, fiction stories. The brand story is strategic and creative. That’s why stories work for business. You’re not telling them what they need, as you would in sales copy. Instead, you’re showing them, through story, leading them to adopt that solution as their own.

DEVELOPMENT YOUR STORY

1

Page 5: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

“A story is the only way to activate parts of the brain so that listeners turn the story into their

own experience.

GEORGE LAMMING

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KNOW THE TRANSFORMATION YOUR CUSTOMER IS SEEKING

STEP 1

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What is your customer seeking?

Stories are relatable when customers see themselves in your story.

To achieve this, you need to know your customer. Knowing their persona - their deepest desires, struggles, beliefs, and quirks – is an essential part of being able to write a story from your customer’s perspective.

Knowing the transformation that your customer is seeking is the first step to creating your brand story.

On the following page you’ll find some questions that will help you understand your customer at a core level.

Page 8: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

Give this person a name:

Age: Family Size: Geographic Location:

Income: Hobbies:

Time online/URLs visits: Main motivation in life: NOW FILL THIS IN AS IF YOU WERE YOUR CUSTOMER, USING THEIR WORDS.

Main Problem:

Negative feelings because of the problem:

Main Goal:

Positive feelings around reaching the goal:

Day-to-day activities:

Where/how to get my attention:

CUSTOMER PERSONA WORKSHEET: PAGE 1

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MATCH THEIR GOALS WITH YOUR SOLUTION

STEP 2

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REPEAT THE FOLLOWING EXERCISE FOR YOUR DIFFERENT CUSTOMER PERSONAS 1.  What is this customer’s primary and secondary goals? What are the underlying practical

needs and obstacles to reaching these goals? 2. How will this customer feel when he/she reaches her goal?

3. What makes this customer so excited, they would do anything to make it come true? 4. What makes you the right expert to be this customer’s solution? What do you offer that’s different and better? What need does it fill?

CUSTOMER PERSONA WORKSHEET: PAGE 2

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1. What fear keeps this customer from realizing his/her goals? 2. What is enabling this customer to continue living unfulfilled (beliefs, wrong support system, finances, and etc.)?

3. What solutions has this customer tried? Which have worked and which haven’t? Why?

4. Which technical skills does this customer lack, that frustrate and hold them back?

5. Why does he/she feel disempowered to make changes?

THE MAIN PROBLEM & THE EMOTIONS BEHIND IT AS IT RELATES TO YOUR BUSINESS

CUSTOMER PERSONA WORKSHEET: PAGE 3

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1. What will the customer have after the transformation has taken place? Be specific.

2. What will the customer believe?

3. What will the customer be able to do that she can’t do now?

4. Your program/solution & the need it fills as it relates to YOUR customer. How is your program (company, service, or personal brand) unique and effective?

THE TRANSFORMATION: THE DIFFERENCE YOUR PRODUCT/SERVICE WILL MAKE ON YOUR CUSTOMER’S LIFE. THINK HOW THEY WILL FEEL BEFORE VS. AFTER.

CUSTOMER PERSONA WORKSHEET: PAGE 4

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YOUR VALUES YOU’RE UNIQUE. YOU’RE INNOVATIVE. WHO YOU ARE. YOU’RE PROGRESSIVE.

STEP 3

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“Marketing is about values.” - Steve Jobs

Think about the people you admire. Chances are, you probably share similar values.

That’s why marketing is about values.

Think about Nike. They never mention selling shoes. They sell motivation and tenacity. That’s because people aren’t buying shoes – not really - they are buying the belief that they can do it!

That’s why being clear about your values and how they tie into your business messages is so important. It’s the common thread that makes your business human and relatable.

And there is no such thing as the “wrong” or “right” value – there’s only truth.

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Your business is an important part of your life and it’s informed by your values.

What are your values, and where do they come from? More importantly, how do you understand what they are?

Start with the “ah-ha” moment that made you realize what you’re going to do and be. That moment is also the “ah-ha” moment that your customers haven’t had yet.

And they’re looking to you for insight. They’re waiting to hear why you know what you know. They’re waiting to hear a message so real and relatable that they know you “get” them on a deep, authentic level.

Your values are the core of that message. What do you believe?

The values you believe in are also the foundation underneath your brand story. That’s how you make your story resonate on a deep emotional level.

Think about the people you admire. Chances are, you probably share similar values.

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STORY AND VALUES SPEAK ABOUT YOUR CHARACTER: WHAT DRIVES YOU AND YOUR BUSINESS?

1. Write down your top 3 core values.

2. Underneath each value, write down the experience(s) that led you to adopt or consciously appreciate that value.

EMOTION 1

EMOTION 2

EMOTION 3

3. Write down 2 or 3 emotions you had during each experience from your past. Try to put yourself back into that situation, before you knew what you know now.

CORE VALUES WORSHEET PAGE 1

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4. Under each value, write down how it has brought you to what you’re working on now.

Ask yourself: Why did I decide to start my business? How has it evolved? What were the turning points that led to my idea’s evolution?

5. Take one experience out of this worksheet. What is the one story in your life that changed you and brought you here?

CORE VALUE 1

CORE VALUE 2

CORE VALUE 2

CORE VALUES WORSHEET PAGE 2

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6. How do these values tie into your business and brand story?

7. How can you solve their fears and obstacles?

CORE VALUES WORSHEET PAGE 3

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“In an age of unparalleled digital transparency, you can achieve amazing wins just by telling the truth about your

core values.

[19th century copywriter] John Powers had given us all we’ve ever really needed

to know. Be interesting. Tell the truth. And if you can’t tell the truth, change

what you’re doing so you can. In other words, live the truth.”

Winning the Story Wars by Jonah Sachs

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Be Vulnerable. “It takes courage to be vulnerable. But the more

honest you can be about your business, about who you serve and the problems that you solve, the more loyalty you will find.

Every story needs a spark of something remarkable, so it can be remembered and shared. And in the world we live in

today, honesty can be one of the most remarkable story elements of all.”

~ Copyblogger

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PERSEVERANCE

KNOW THE UNIVERSAL THEME

STEP 4

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STORIES AND THEIR UNDERLYING THEMES Have you ever had the experience where a friend comes to you excited and tells you a story? It goes in about 10 different directions. You get confused and don’t understand the point, and you find yourself losing interest.

Or maybe somebody tells you too many details, so you get lost in them instead of understanding the “bigger picture.”

That’s why a story needs one universal theme.

Stories are based on a feeling or emotion we can relate to. And the best stories have a consistent universal theme.

Stories work for brands because customers buy into that emotion. The most powerful brand stories are based on aspirational themes of love, hope, tenacity, and happiness.

A good theme is one that invites the listener to think and reflect on life.

Consider: Coke is Happiness McDonald is Love Nike is Tenacity

Stories are really about their underlying

themes, because it’s moral at the end that

resonates with people.

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THEMES ARE THE COMMON DEMONIATOR WE CAN ALL RELATE TO.

Themes create a very human connection that goes beyond language and consciousness.

Themes are universal, emotional, and poignant— they’re the common denominator we can all relate to. In that way, stories “turn off” the rational and critical mind of your audience. They simply relax, listen, and get drawn in by the theme.

When crafting your story, act like a psychologist. Don’t tell your audience what the theme is; let them come to their own understanding of it. A beautiful story is subtle. It opens up the heart of the listener so that he or she can interpret it in a personal way.

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“ No Lesson/No Story Themes are the lesson that the main character (your ideal customer) learns through your business (as the catalyst) that inspires him/her to make the necessary transformation.

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Refer back to the need and the solution you identified earlier on page 12, question #4.

1. What makes that need universal? Relate it to a theme that ties humanity together.

2. How is your solution universal? In other words, what deep intrinsic need do you solve with your brand?

DISCOVER YOUR UNIVERSAL THEME

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PUTTING IT ALL TOGETHER

The Characters & Story Structure

STEP 5

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CATALYST Your business is the catalyst for the specific transformation they are seeking as it relates to your business.

Your business exists to guide and help.

No hero every made it without trusted comrade.

You are the missing link that connects where they are with where they want to be.

You give them the essential support and tools that let the customer/hero attain their goals.

ANTAGONIST

Trouble! That’s where the antagonist comes in. The antagonist is the character who is in conflict with the protagonist. This “character” can be a person, a social norm, or anything that presents an obstacle.

The ”bad guy” is usually less developed because his main function is to provide a struggle for the protagonist. While your reader should have a basic understanding of the antagonist, you want to focus on the protagonist in your story.

If your customer is the protagonist, where does that leave you and your business?

PROTAGONIST

The protagonist is the main character of a story. He/she is your customer.

Describe this person just enough to let the reader empathize with him or her. The protagonist should be relatable, but not too detailed. Remember that a good story invites readers to think. Too much description can become tedious and thwarts the reader’s imagination.

Add to that one main flaw or weakness. This not only makes the character more believable, but also creates a reason for conflict. A perfect person has nothing to learn and won’t get into trouble.

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T H I S I S “You emphasize that your hero’s journey results from his/her own effort and work (not yours).”

The one difference between an empowering marketing message and the old-fashioned, insecurity-based toothpaste ads is that you emphasize that your hero’s journey results from her/his own effort and work (not yours).

That’s how you create a story that connects with and engages your customers.

ABOUT THEM

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STORY STRUCTURE

1 Background 2 Struggle 3 Lesson

By now you have all the information you need to create your story.

When you tell a story, it should follow an order that people are used to. They want to see your life unfolding in front of them. More than that, they want to understand how it will help them.

Here’s a quick overview of a good story’s structure and how it fits together. We’ll develop these parts of your story as we continue with the guide. The parts of a story, in order, are:

4 Resolution

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STORY STRUCTURE

I. BACKGROUND Describe the setting

Tell your audience why the story is important to them.

Very short, just the essentials

II. STRUGGLE

The hard part of your story.

Why your old way of living wasn’t working anymore?

Feelings of failure or loss

Short, but emotional

III. LESSON What you learned from your struggle?

What you know now that will help your audience?

What is the moral of the story?

Longest part, delve into your personality & values

IV. RESOLUTION Feelings of relief and loving life again

Why/how you’re successful now

How you can bring the same relief to your audience

Medium-length, describe an outcome your customer wants

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Yes, we’re starting in the middle. Why? Because the way you express your struggle is what will give your story some necessary emotional context. The rest is easy. Remember, your audience needs your story to understand how you can help them. They expect your story to be one of overcoming struggle.

Your customer is thinking: “If you haven’t struggled, how can you help me through my struggle?”

“If you haven’t struggled, you’ve never had to really think about who you are and why you live the way you do.”

Basically, without struggle, you’re not an authority.

But, the good news is this: everyone has experienced struggle. You just need to find a way to express it that resonates with your customers.

Here’s where you get your audience to feel understood. Your struggle is just like theirs. Use the words that mean something to them, that make them feel like you can help.

What was the hardest part of your story?

Why was it so hard?

How did you feel as you were going through it? What are the emotional words that your audience can relate to? Your audience wants to hear that what you went through is the same as what they’re going through.

1. Starting with the Struggle

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While your theme creates a connection, your plot should capture attention. Plots supply the entertainment factor that makes us remember a story.

Stories give you credibility, by showing your audience that you have struggled and overcome similar obstacles as them.

The essence of a plot is conflict or struggle. Stories wrap around a theme by overcoming something that is in the way.

Plot conflict can be between characters, against the status quo, or even internal – that is, within the main character.

Without a challenge to overcome, the characters of a story aren’t compelling.

But if your character has to struggle, he or she will grow. The lesson the character learns is the moral of the story.

Your story’s struggle should build tension, reaching a high point of climax near the end. After the climax, calm your plot down. Let your story ease out of difficulty into a happy ending. That doesn’t mean the ending is boring. Add elements of surprise or even controversy for a newsworthy, viral story.

Your struggle is the thing that changed how you live. It’s the easiest part to get to in your story. But, the really important element is what you learned from your struggle—it’s the pivot point in your life. Your reaction to hardship tells people a lot about your character.

2. Make Them Stop and Notice: The Conflict of a Good Plot

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What your audience really wants to know is: “What does this person know that I don’t?”

That’s where your lesson or pivot point comes in.

If your audience is still struggling with something you’ve overcome, they don’t know what you know…but they’re dying to find out! You’ve got the business, the success, and the perspective to overcome everything that’s holding them back.

All you have to do is put it in the right words and really connect with what makes you an expert. What perspective do you have and how can you make your audience understand that perspective? Now you can write the turning

point you experienced as a way to help your customers. You’re creating a connection and making it relevant.

Next, we need to give your customers a beginning and end to your story, so they know where you’re coming from and get the whole picture.

3. Finding & Telling What You Learned

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Why should anyone listen to you?

Well, you’ve got the knowledge or understanding that they want. But your audience needs to know that at the beginning of the story—that will persuade them to listen to it.

The beginning of your story and your resolution are closely related to come full circle with your story.

They both tell your customers what they can potentially gain or have.

So, start your story by letting your audience know who you are. Only include details that they will understand and value.

4. The Background & the Resolution

Page 35: BRAND STORY GUIDE - Mailigen...BRAND STORY CRAFTING YOUR Stories introduce your company’s soul to your audience. When your prospects and readers see your theme and narrative unfold,

Your style & tone showcases the personality of you and your business. Is it kind and graceful? Perhaps you’re more straightforward and professional? Whatever your personality, let it shine through. Your reader wants to be able to relate to you.

Style & Voice

The voice is the big-picture view of how you communicate. Tone is the conversations and interactions where voice is applied.

Your voice doesn’t change, yet your tone adapts to users feelings.

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Our Brains Are Wired For Story

We remember stories not facts.

While we consume more than 100,000 digital words every day from content marketing platform, 92% of these consumers want to internalize

those words in the form of a story.*

*Source: Onespot Infographic

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Times are changing, in our information pack digital world, we crave more stories and less facts. A recent Nielsen study that show consumers want a more personal connection in the way they gather information.

The best way to cultivate your personal connection is to discover your brand story. Your audience wants to be taken through an experience. When you create an authentic, creative, and strategic brand story, you connect on a deep emotional level and inspire your customers.

So, what are you waiting for? Discover your one true story.

TRUE STORY Your One

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1. The transformation my customer is seeking is ___________________________.

2. The solution I provide is ____________________________.

3. The way my customer feels before and after the transformation is __________________ and _____________________.

4. Does your story include a life experience that changed you and brought you here? (based on your core value and the personal experience that brought you to what you are doing now)

5. The universal theme of my brand story is ___________________.

6. Does your story show vulnerability and a personal flaw?

7. Does your story show how I overcame the personal flaw (the lesson)?

8. Does your story include all the main characters (protagonist, antagonist, and catalyst)?

9. Is the journey about your customer?

10. Does your story follow a structure (1. background, 2. struggle 3. lesson 4. resolution)?

BRAND STORY SUMMARY SHEET & CHECKLIST

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ABOUT US

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Mailigen is Europe’s leading email marketing automation software

and services company. The SaaS offers email, mobile, social media

marketing, and other managed services to customers in more than

100 countries worldwide. Mailigen brings international knowledge

to local markets.

Mailigen is known for its integration with e-commerce platforms such

as Magento and Shopify, and innovative email marketing features

such as Responsive Online Surveys, Email Inbox Preview and Subject

Line Advisor. To find out more, please visit mailigen.com.

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