Our brand needs a netter narrative, what do we do? Presneted at the 2015 PANMA show & tell.

1. Our Brand Needs A
Better Narrative
What do we do?
Source:
oh my god Lauren Coolman
Chris Leonard
Get Brand Content
484-410-1577
chris@getbrandcontent.com
www.getbrandcontent.com

2. lots and
lots and
lots and
WordPress users produce about
64.8 million new blog posts
and 60.4 million new comments
EACH MONTH.
...sh*t.

3. The Narrative Inspires
Before keyword planners, landing pages and conversion, there was content.
The most effective content is the narrative. History, by golly, has proven that a well-crafted narrative inspires.
The definition of a narrative is a series of messages, presented in a predetermined order, that make sense to the reader and inspires the reader to think
differently or take action.
Image:AquaLungBX
History, by golly, has proven
that a well-crafted narrative
inspires.

4. A
Process
for
Developing
Narrative?
Yes.
Align with Objectives
for the Biz
Define
Customer
Types
Who are they?
Buying Journeys?
Problems & Solutions?
Pull Together Key Info Most Important
& Most Unique
Key Evidence
of Uniqueness or Superiority
Messages That Have
Worked in the Past
Determine Positioning Your unique promise
Define Objectives For Communication
Actions
Write Narrative
To achieve positioning
Speak to customer
Story TypesExpose, Amplify & Optimize
Repurpose Min Viable Narrative
Competitors Positioning

5. High
Importance
Low
Importance
Low Differentiation High Differentiation
Source: Fiona MacGinty-O’Neill
Finn So Happy By The Atlantic Ocean

6. Customertype:__________________________
GenPro
BrandPremise:___________________________
BrandPromise:___________________________
Proof: _________________________________
Positioning Cheat Sheet

7. Type This That
Problem-
Solution
Are you charged for storage that
you do not use?
SLAMMIN’ let’s you pay only for what you
use, with no minimum fee.
Promise-
Fulfillment
We’ll never overcharge you for data
storage.
SLAMMIN’ lets you pay only for what you
use.
Premise-
Proof
Driverless cars reduce the number
of car accidents, reduce congestion
on roadways and lower insurance
costs.
As of 2015, 100,000 drivers in six U.S. cities
have already logged a total of 3,500,000
miles of accident-free driving.
Story Types

8. Type This That
Progressive
Development
The iPhone6 is not only bigger, it’s thinner and more powerful.The iPhone6 is not only bigger, it’s thinner and more powerful.
Command-
Comply
Four out of five dentists
recommend SLAMMIN’ to fight
cavities.
Buy SLAMMIN’ at all Walmart stores.
Story Types

9. 1. Overarching idea
2. Main message 1
2.1. Supporting message
2.2. Supporting message
2.3. Supporting message
3. Main message 2
3.1. Supporting message
3.2. Supporting message
3.3. Supporting message
4. Main message 3
4.1. Supporting message
4.2. Supporting message
4.3. Supporting message
5. FInal message (e.g. repeat overarching idea)
6. Ask/Call To Action
Minimum
Viable
Narrative
SourceL dollen “still the earth turns”

10. bring it
Chris Leonard, Principal, Get Brand Content
(US) +1-484-410-1577
chris@getbrandcontent.com
www.GetBrandContent.com
Our blog: http://www.getbrandcontent.com/impact-our-blog
Twitter: @getbrandcontent