Brand storytelling made easy in just 7 steps with illustrations. Up your game now!

Without any doubts, everyone who knows business understands that the most relevant skill in marketing is Storytelling.

Global phenomenal business brands like Apple and Nike are experts when it comes to storytelling.

However, majority of other businesses are missing out on this secret recipe that sets your marketing on a whole new level.

Majority of the available brand stories often take the same kind of structure:

They talk about a *character* who seeks after something and then come across a *problem* along the line.

Out of the blues, help comes. 

A *guide* walks in to their problem space and gives them a *plan*

and afterwards *calls them to action*.

Taking the recommended action then enables them to not encounter *failure*, and then it finally results in *success*.

Happy ever after.

To make this more understandable and simplified, We can actually break the art of storytelling into fragments of 7 essential items:

1. A main character
2. Their existing problem
3. The good guide
4. The ultimate plan
5. The ask (call to action)
6. Avoiding failure  
7. Arriving at desired success

Below is a quick step by step guide to help you create each element of your story:

1. Character:

Your character is your target customer.

• Select who your target customer is: 

you have to particular and specific about this one. Don’t make it ambiguous or vague.

• Name what they want;

What exactly do they wish to satisfy. Identify it and build on it. Amplify their pain point.

• Center your story around these.

Like I already highlighted, build up your story around them and their existing problem.

Here’s a good example: Nike singled out underrepresented girls who have the desire to participate in the game of tennis as the character of this ad:

2. The Existing Problem:

• What challenges do your target customers have to face in a bid to get what they want?

Identify, categorize and name these problems.

• Tackle these problems head-on.

After you’ve identified your target customer’s underlying problem, the next thing to do is to face it squarely in your story. 

Help them paint a mental picture of it. Throw a lot of light on it. Make it become tangible and completely relatable to your customer.

Example: Apple singled out privacy issues and it’s needs, as the major challenge for their character in this advert below:

3. The good guide (Your Guide):

• Paint your self as the perfect picture of the solution.

After you’ve highlighted your target customer’s problem, there’s need to give them a solution. And that is where you come in with the benefits of “you” and your product. Sound credible. Sound reliable. 

Example: This Nike ad positions their shoe right next to a winning athlete:

4. The Ultimate plan:

• Let your character (customer) know, in clear and simplified terms, how you’re going to make their problems go away.

Example: Apple designs simple and relatable graphic guides for their products:

5. The ask:

• Immediately you’ve pointed out the value you have for your customer and you’re about to bring to the table, prompt them to take action.

• Your call to action shouldn’t be vague. Make it simple, clear, and compelling. Make them an offer they cannot resist.

Example: Nike could be the company with the most compelling call to action in the history of advertising - Just Do It: 

6. Avoiding failure:

• After identifying your main character’s problem, you need to prove to them that you’ll help them not face the pain that failure brings.

Example: In the ad below, apple demonstrates how you can make your life much simpler and less complicated by switching to iPhone:

7. Arriving at desired success:

• Reveal to your main character what success looks and feels like when they complete the journey with you.

Give them a vivid feeling of success. Something crave worthy, something that sums up the solution they actually would love to have.

Example: Unlike what others do by listing the specs and features. this iPhone ad goes straight to the point to show you an amazing picture taken with an iPhone. You won’t need to see the features after seeing this benefit.

I hope you now have a clear picture of what telling an amazing brand story entails.

Go tell some good stories and double up your sales.

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• Follow me at @ _iamMrawesome

I write and share insights about marketing, sales, Crypto, and small business growth tips.

And most importantly, the inspiration source for this article:

Building a StoryBrand by Donald Miller, as tweeted in a thread by Zain Kahn. 

I expanded and brought it to life with my writing. 

I am, Mr Awesome.

Victor Kelechi Kingsley.