Short Course Slides
Download file 6 MB
Digital Marketing - Study Notes:
Steps to creating your brand story
The steps to creating your brand story include:
- Know who you are: Define your brand personality and stay true to your brand.
- Understand your goals: Be clear on why your brand does what it does and the purpose of your goals.
- Find your story: Use your brand personality and goals to inform your brand story.
- Identify your audience's knowledge level: Make sure you've identified your audience adequately and understand what they will respond to emotionally.
- Map story elements to personas: Always map your story back to your customer personas to make sure that it resonates with your target audience.
- Craft your story: Use the information you have gathered to write your brand story.
- Share your story: Share your story with your target audience and the wider industry.
- Engage with your communities: Engage with your audience and invite input from them.
Tips to identify your brand story
It can sometimes be difficult to know where to begin to identify your brand story. Here are some tips to help you:
- Focus on your audience and their needs.
- Stick to a single message in the narrative.
- Use facts appropriately. Be clear and try not to leave room for confusion.
- Create characters in your story who reflect your audience.
- Develop dramatic tension in your plot where possible.
- Structure your story for easier comprehension.
Digital Marketing Resources:
Will Francis
Will Francis is a digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
