Mikalee Byerman - The Estipona Group!Once Upon a Time:

How to Use Storytelling to Build Your Brand !

Once Upon a Time…

The connection between storytelling, brand and business success.

Mikalee Byerman

His Name. Her Name. “Always and Forever.”

Unique Selling Proposition - a.k.a.:•  Unique Selling Point•  Point of Differentiation•  Niche•  Unique Perceived Benefit

Coming Up:

•  Unique Selling Proposition•  Brand Voice•  The Stats•  Finding Your Story•  Telling Your Story•  Dangers of Finding/Telling Your Story

Mikalee’s Golden Rule of

Marketing !

Market unto others as you would have them market unto you.

“I truly hope you get everything you deserve.”

81% of consumers have either un-liked a brand’s Facebook page or removed its posts from their Facebook timeline.

Cue the scary stats: !

71% of consumers are being choosier about liking a company on Facebook or following a brand on Twitter.

Cue the scary stats: !

41% of consumers have un-followed a brand’s handle on Twitter.

Cue the scary stats: !

76% of consumers said that “just one unpleasant contact experience was likely to make them take their business elsewhere.”

Cue the scary stats: !

According to the book “Leading On The Edge Of Chaos,” reducing the customer turnover by 5% leads to an increase in profit ranging from 25%-125%.

Cue the scary stats: !

The probability of selling to a prospect is 5%-20%, whereas the probability of selling to existing customers is 60%-70%.

Cue the scary stats: !

•  Engage•  Build relationships.•  Speak the language. •  Be human.•  Create your own story.•  Give customers and/or

employees the mic.Storytelling Techniques!

Common Thread: Emotion!

"People don’t always remember what you say or even what you do, but they always remember how you made them feel.”

Maya Angelou,!American Storyteller!

But what if your company is as boring as …

watching paint (chips) dry.

Glad you asked.

THERE IS NO SUCH THING AS A BORING

BRAND.

 Play to your strengths: •  Writing•  Video•  Public speaking•  Join boards/causesDon’t try to master it all.

HOW to tell the story:!

In Case of Emergency:

•  Borrowed Relevance

•  Reflected Glory

Your turn…

Culture | Community | Conversation!

Think of your brand, then think of three words you associate (or want to associate) with that brand.

Storytelling can be tricky…

“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”

Michael Jeffries,

CEO, Abercrombie

& Fitch!

“Ho-hum. We swim in an ocean of ho-hum, and I’m going to fight it. I’m going

to die fighting it.”

Barry Gibbons, former CEO of Burger

King!

The Final Takeaway:

Be Careful of the Green Poop(and Bricks. Those, too…)

Questions