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.

45 Comments
  • The Dark Knight

    Explain the value of branding and how you would use branding to support the development of a product or service internationally. As part of your answer, outline the advantages and disadvantages of branding in an international context.

    May 29, 2013 Reply
  • skychi99

    Products are identified uniquely in customers’ minds using brand names, packaging, and labelling. There are many different types of “brands” used in marketing products. My key question is how to get your brand registered in the consumer’s mind, given that consumers are generally overloaded with information, and commercial messages in particular.

    May 30, 2013 Reply
  • baldy eire

    we had a Heil brand installed (ac) outside unit a couple of years ago……Is it best to use the same brand to replace the inside heating unit?

    May 31, 2013 Reply
  • The Dark Knight

    What brand of saddle does John Lyons use? And if you know the brand, any idea which model it is? Thanks.

    May 31, 2013 Reply
  • Krazy Bob

    There is a generic brand of my birth control pill that is a lot cheaper. Is there a difference between them.
    The medication is diane 35 ED and the generic is brenda 35 ED

    June 2, 2013 Reply
  • simply complicated

    I am told not to feed Science Diet? What brand of DRY food and how much each day. I have a border collie pup.
    I only have access to the brands at the moment so please choose from these:
    Eukanuba, Blue Buffalo, Iams, Purina, Royal Canin, and Science Diet.

    June 4, 2013 Reply
  • Peter

    We’re putting together brand exploration workshops with retail and travel organizations.
    I’m looking for specific exercises or questions to help clients better understand both the current state of their brand and to help them explore how they want their brand to evolve. Book references are great.

    June 4, 2013 Reply
  • Yoshi

    Im looking for a brand that doesnt leaving a strange feeling in your throat. Can anyone help whos tried these? Thanks.
    Im in the U.S. The main thing is to get an ecig that doesnt make your throat feel weird. Are there any out there?

    June 5, 2013 Reply
  • Sriram R

    I have tried many brands but not sure which is better for her. Giving her lamb and rice at this time

    June 5, 2013 Reply
  • Mark

    What luxury chocolate brands do you think about? (the cheap ones don’t count, like Dove, Hershey, etc…)
    Thanks.

    June 7, 2013 Reply
  • addmeonxbox360myuserisfallior

    Why is it important to brand your product if you have developed a new product and want your local mall to sell it.
    What is the process of branding?

    June 7, 2013 Reply
  • jdfan

    Using examples to support answer. What is re branding? Why is it necessary? How do places re brand?
    Any help please?

    June 8, 2013 Reply
    • Chris Florence

      It is just referring to changing the look and feel of a logo for ad placement. Sometimes it involves specific messages based on your company’s direction or what they want the customer to know about the company. Mainly it’s a logo redesign.

      June 10, 2013 Reply
  • sethburger

    Which brand jeans do you find the most comfortable? What style do you normally buy?

    June 21, 2013 Reply
  • Chester

    What is the best brand for Video card? NVIDIA or ATI RADEON?
    What is the best brand for Processor? INTEL or AMD?
    What is the best brand for DDR3 RAM?
    What is the best brand for motherboard?

    June 23, 2013 Reply
  • Sonny

    Brands often take a life of their own (e.g. Apple) to a point where a consumer buys a product for the sake of buying into a brand, not because they genuinely want the product (although that’s what they might think).

    What is the relationship/power dynamic between semiotics and branding?

    June 23, 2013 Reply
  • Mark M

    Light what brand is made of the best material, and what do most pros use?

    June 25, 2013 Reply
  • altair

    I am looking for any useful information on branding a business.

    June 26, 2013 Reply
    • Shayla Hood

      and I have a myriad of ideas on that topic, but if you can give me some specifics on the business, I can tailor them to your specific areas of interest. It’s always best to have a clear message in mind before you brainstorm ways to distribute it to your targeted audience.

      July 1, 2013 Reply
  • Mak Sultan

    What are some good brands and What are bad brands? And how do u make your hair full when u get a weave put in?

    June 29, 2013 Reply
  • Jeracoo L

    I need new home appliances for my home but not sure which brands are reliable. I am thinking of buying a small appliances, washing machine, and small microwave ovens. Some brands that I consider are Samsung, Kithcen Aid, GE, and BOSCH. Which of the best brands for home appliances?

    June 29, 2013 Reply
  • Gage

    I know that brand ambassadors get the products for free. But other than brand ambassadors, do companies offer their products for free to other people? to acknowledge a person’s achievement and to highlight him or something like that? What is that type of branding called?

    June 30, 2013 Reply
  • Chris R

    I need a branding equipment that will brand products. It can be product materials of metal, ceramic, wood and etc.

    Pls tell me the name of the quipment and manufacturer. Thanks.

    June 30, 2013 Reply
  • Derek

    I hear this too much nowadays. “My personal brand” .. Hiring a “branding consultant”. I mean these people have not even invented, written or designed anything. They are just branding THEMSELVES?!?!?!?! What the heck? Has consumerism truly eaten away at our collective hearts and souls so that we have to stick branding labels on our lives ?

    July 1, 2013 Reply
  • MexicanDude

    There are so many brands and I don’t want to purchase an imitation.

    July 2, 2013 Reply
  • borabora5524

    I am looking for a few good lifestyle branding companies. People who help enhance lifestyle and personality brands- take them to the next level.

    July 2, 2013 Reply
  • JackReynolds

    The above qustion is for all the brands out there.

    One more question. Out of the following brands, which is better:

    1. Bausch and Lomb PureVision Contact Lenses
    2. Acuvue Brand Contact Lenses

    They are both offering free trials for their lenses and I’m wondering which brand is the better brand.
    also if possible can you please list pros and cons of both brands. Thanks

    July 2, 2013 Reply
  • Random

    I use the blink brand because my optomotrist suggested it and so I went out and grabbed it from the drugstore, but I’ve noticed it’s quite expensive compared to other brands. Is there really a difference? What’s your experience with the best brand of eye drops?

    July 2, 2013 Reply
  • Duke

    Please don’t give me the whole “brand doesn’t matter, signal is the same” crap. I am asking what the best brand is and all I want to see in my answers is names of brands not preachings about why I shouldn’t spend more money on better cables.

    July 9, 2013 Reply
  • evangldbrg

    I know I want to build my own computer for college. But the only brand that I know of that does build computers to your specification is Dell. However, I’m pretty sure that there is another top of the line brand that lets you build your own computer. So if you can have get some more options of brands for which I can choose that will be great.

    July 9, 2013 Reply
  • LN13

    Im buying appliances for my new home but im not sure which brands are the most reliable. Im thinking of buying a fridge, washing machine and microwave. Obviouslly Miele is the best but that is out of my budget. Other brands i have seen selling are Samsung, Fischer and Paykel, Electrolux, and BOSCH. Which of these brands are best for general home appliances?

    July 9, 2013 Reply
  • Blake

    By branding I am talking about the branding which is done on the Web by site owners to for recogintion.

    July 9, 2013 Reply
  • x_blind_x_gamer_x

    How has Cathay Pacific effectively used branding to differentiate itself from other competing airlines??

    July 9, 2013 Reply
  • Le Pwner

    How importmant is the brand of shisha to the smoothness of the smoke? What is the best setup to maximize smoothness?

    July 9, 2013 Reply
  • NC Baller

    There are numerous reports of unsuccessful branding in magazines and books etc. What are some examples of unsuccessful branding efforts and explain each one.

    I can only think of the good brands – HELP! Thank youuu

    July 9, 2013 Reply
  • Taylor G

    Am Running a Seminar for Small Business Owners/Managers on Marketing and Branding and just look to add some additional thoughts

    July 11, 2013 Reply
  • nothin_nyce1

    How realistic is the P branded on the wrist of Jack Sparrow in the movie? Any information about the practice, size and location of the branding site, and the actual letter used would be appreciated.

    July 13, 2013 Reply
  • Rishabh Bajpai

    What is the best brand for indian spices? I use Rani brand spices and I was wondering how they stack up in terms of quality and freshness.

    July 13, 2013 Reply
  • Travoiz

    Which brands or models or whatever just wanna know which ones actually fly and work

    July 15, 2013 Reply
  • zaclo

    Branding OR burning, whichever you prefer to use. I do not think there is much of a difference.

    July 16, 2013 Reply
  • johnkaiser 22

    I’ve been buying the store brand of most of my things because it’s cheaper…what’s the difference between the two? Does the real brand work better? I heard from my teacher that technically your only spending that little bit of money for the brand…is that true?

    July 20, 2013 Reply
  • joevsyou

    There are so many brands of diapers out there. I know it is a matter preference but is there really any difference?

    August 2, 2013 Reply
  • Kevin

    I need to design advertising and branding for a less popular/unknown makeup brand in the UK for my graphic design project. So which brands are not usually seen on the market unlike brands such as maybelline, Lorreal and Barry m.

    August 10, 2013 Reply
  • steve

    I am trying to find out the brands of different pickles. please help. tell me your favorite type of just the brand you get or list as many as you can.

    August 10, 2013 Reply
  • Gamer959

    I’m looking for brands I could purchase in stores such as Target, Walmart, or beauty stores in the US.

    August 24, 2013 Reply

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