Creating Brand Narrative and Content: Be the iPod, Not the LISA

Stories are atomic. Enough to build a loyal customer base — or at higher scale, propagate an entire religion.

Today, we'll take a rather microscopic lens. In this blog, I'll explain why stories can build (or break) your brand. I'll also explain how I did it with orgs in the past, and its impact on larger business OKRs.

Why Stories Are Important: Introduction to Narrative Building

Consider this for a second.

This was Apple in 1983. LISA, Apple's attempt at personal computers, failed miserably. The first image is part of a 9-page jargon ad that only NASA scientists could understand. Once Jobs returned from Pixar, Apple became compelling and clear in their communication.

You see, stories are a sense-making mechanism. That's why people who understand you — trust you, buy/invest in you, and refer you.

Why Stories Help You Sell More

Remember Maslow's Hierarchy of Needs? Human beings are constantly scanning their environment — even advertising — for information that will help them meet their primitive need to survive.

Optimise your marketing for that. Better yet, use a formula to ensure you have a story. I have used this formula in 7+ orgs, crafting their narratives, fuelling their content and communication.

Can There Be a Formula for Stories?

In pretty much all aspects of business, we operate on trusted formulas — from Ken Blanchard's Situational Leadership to Six Sigma. So, how about a formula for brand communication?

1. The Hero needs something.
2. Encounters a Problem in the process.
3. Meets a Guide.
4. Who gives them a Strategy and calls them to action.
5. Action helps them avoid Failure and ends in Success.

Take Sholay. Jai and Veeru come with the intention to make money. They soon identify with the purpose of ending Gabbar's tyranny (the Need). Thakur Baldev inspires them (the Guide). The dacoits are slain, revenge is taken, and the lovers live on. This formula applies to the brand strategy of practically any org.

The companies that fail to do so? Take Tidal — Jay Z invested $56 million and positioned himself and other artists as the heroes. Not his users. Were artists going to buy music from each other? No. Users regarded it as multimillionaire musicians guilt-tripping them into paying more. Big fail.

How to Implement the Narrative Formula Right

Build the Hero

While building your main protagonist, know your ICP well. After nailing down their aspirations, pain points, and behaviour, follow these 3 golden rules:

1. The Scintillating Gap

Emphasise on the customer's problem. Cover each aspect of it. Do NOT provide the solution right away. Let it ruminate. Focus on the implications — in case the solution is not implemented. I constantly used this technique on product pages and blogs. The conversion rate went up by 12–35% from this one simple trick.

2. Focus on One Ambition

Most startups are not solving one single problem — but try to distil them into one. Define a specific user desire and become known for helping people achieve it. Too many solutions? Your customer will be confused.

3. Which Need Are You Solving? (Maslow's Hierarchy)

Are you helping your customers save money or time? Helping them build social network or gain status? Ensure your solution answers at least one basic human need.

Defining the Hero's Problem

What is Harry Potter without Voldemort? Mr. India without Mogambo?

The Villain

Give your user's conflict a clear point of focus. The more dastardly the villain, the stronger your narrative. Ensure the villain is the root source, not the by-product. If you are a tax accounting expert: high taxes is the root cause, frustration is just a by-product.

Nail Their Pain Point

To reference Donald Miller's book — understand the kind of problem you're dealing with. There are three kinds:

• External Problem: The physical, tangible problem. If you're a cloud kitchen, the external problem is hunger.
• Internal Problem: External problems cause internal frustration. Hunger leads to desperation and irritability. "You're not you when you're hungry" — rings a bell?
• Philosophical Problem: Something larger than the story itself. Answer the "Why does it matter?" of it all.

Enter: The Guide

Once you have identified the internal and philosophical problem, you enter as a guide. Two options:

As the empathetic friend — empathise with your customer. Let them know you understand and care. The trick is to be specific.

Or as the authority — a thought leader in the true sense. Include original frameworks, commission original reports, provide solutions to pain points they don't even consider.

Give a Clear Path of Action

What is Karate Kid without Mr. Miyagi? Guide your customer with very clear instructions. Step by step.

• Acquisition Stage: Educate them. SEO-optimised thought leadership blogs, eBooks, whitepapers, original reports.
• Consideration Stage: Make it as easy as you can. Landing pages, newsletters, case studies.
• Conversion Stage: Tell them exactly what to expect. Create a user journey prototype and reiterate it.

Lead Them to Success

In 1979, Nobel Winner Daniel Kahneman published Prospect Theory — people are more dissatisfied with a loss than they're happy with a gain. Ensure your guidance focuses on helping them eliminate a pain point. You have 3 options:

• Make them feel Whole: Does your product reduce stress by reducing workload?
• Achieve Power or Status: Starbucks membership, Amex Black Card, Apple flagship phones.
• Attain Self-Realisation: Coldplay is about embracing your humanity. Nike is about reaching your full potential.

Building your narrative is not easy. Things worth doing rarely are. Ensure you're putting in the effort your brand deserves. Position your story before starting with any other marketing activity.

On this note, I bid adieu. See you in my next blog. :)