Is Your Brand’s Story a Page Turner?

All of the greatest stories ever told share a common thread. They are driven by a strong plot that keeps the audience engaged from beginning to end. It’s important to remember this when you’re telling the story of your brand. How are you going to keep the audience engaged and moving towards the end of that funnel?

Most effective stories begin with an exposition or background information which provides a context for why the story is being told. This is where your characters are introduced and their situation is explained. Who is your hero? Who is your villain? How did they become what they are today?

The Allstate Mayhem Campaign is a perfect example. The actor used to personify the concept of mayhem lurking in the shadows, presents the villain and his mission to destroy the homes, cars and possessions of every consumer, who then becomes the victims.

Very soon after the exposition we’re introduced to the conflict. This is usually either an internal conflict or between your main character and another character. It can also manifest in the form of man versus nature. This is your opportunity to show the audience why they need your brand’s services or product.

For instance in our example, the Mayhem Campaign, once the situation has been established, and we as the audience are aware of the context of the story, Mayhem Strikes! The car crashes, the maid falls down the stairs, the roof caves in, and where are our ill fated consumers who have “cut rate insurance”? Doomed to insurmountable financial burden.

Finally we reach the story’s resolution in which the conflict is solved, and the moral emerges. Of course the moral should center around the relevance of your brand to the story and why it is essential to the audience.

As our above example brings their advertisement to a close, the moral of the story is that the coverage offered by Allstate is superior to all other “cut rate insurances” and that we as the audience are susceptible to unanticipated destruction, and the financial strife in its wake.

Is Your Brand’s Story a Page Turner?

So does your story make the audience want to turn the page? Is your company plot driving them through the exposition, and the conflict to the resolution? Consider how you present the moral of the story and how it reflects the necessity of your brand and what it has to offer. In essence, make me want to turn the page.


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