3 step messaging framework to position your customer as the hero. This episode goes over a recent client meeting whereby they were reverting back to old messaging and marketing tactics and habits by positioning the brand as the hero and not the audience.
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Had a meeting with a client the other day. And this is a client that was previously.
Had gone through one of our brand development processes. So they’d gone through that. It also helped them with our website and we sat down with them the other day to talk about ways to drive more brand awareness, leads through Facebook ads and using paid advertising channels as well as content marketing.
And during this conversation, it, it dawned on me that they have blind spot sort of an automatic reflex when it came to brainstorming for advertising or marketing that wasn’t present during the brand development process. And this is a client that we’d helped sort of focus their brands to be more customer driven.
So throughout the brand process and on the website, it was more about focusing on the. Customer as being the hero as opposed to the brand and it’s a concept that they embraced. Throughout their whole brand. And they understood how crucial it is and the need to position the customer as the hero and their brand does the guide.
But as soon as we started talking about advertising, it was almost like switch turned on and they reverted back to the idea of the brand being the hero. And they were generating ideas for headlines and copy the stuff like we’ve been in business for 20 years. Our brand has this feature. The company was started by this person and this reverting back to these type of messages that they see thrown at them every day.
They sort of forgot about the core brand, what they stood for the personality of the brand, and more importantly, their audience and this reflex it’s got me thinking, is this part of a. Sort of a wider problem. That’s almost ingrained in all of us when we approach advertising or marketing campaigns that shifts the thought process away from the customer and the audience and onto sort of an inbuilt playbook.
That’s maybe been conditioned into us through a lot of these adverts. You see everywhere and have seen everywhere for a long period of time. And this way of marketing. Is just over-saturated t’s lost on modern consumers who have more choice than ever before, and whose buying habits are changing with their values.
And also if you’re a consumer and you’re looking to solve a problem, you have a need, or you have a challenge of trying to overcome. The last thing that you want to be listening to, or seeing written in copy is a brand talking about itself. You want to know that that brand is going to solve your problem.
You want to know that they’re, that you’re in the right place, that this is the brand that can help you with this thing that has been bugging you or annoying you for a period of time. When you start reverting back to talking about the brand as the hero. What you do is you alienate your consumers and also you just stop them from interacting with you and connecting with you.
They just want to know that you can solve their problem now. And obviously this, there is a time and a place for the messaging. To do with the history of the brand. And that only adds into the brand as a whole and builds trust and builds loyalty. But you’re in a marketing campaign. We don’t have much space.
Something like that is, is wasted because you first need to get them to. Take an action and move to do something. Whether that’s a click, whether that’s a lead, whether that’s a conversion, you need to drive them to somewhere before they can even get the information about the fact that you’ve been around for 20 odd years.
During this meeting, we kind of managed to refocus their attention. and bring them back to what we’d done in the brand development process. And one way we did that is with a really easy three step formula, which you can do right now. It focuses on the customer as being the hero and positions them as a hero and the brand as the guide, and it is problem product resolution.
So the problem is the issue or the pain point, your client or audience faces around the area of your product or service. The product is what you provide. So your product or service and the resolution is what will happen if they choose your product or service and the tangible benefit that this will bring them.
Another way to think about this from the resolution point of view is it can be an aspirational identity, so it can be aspiration. They are trying to reach who are they to become, where they’re trying to go. That can also be the resolution. Let’s look at an example, a sports nutrition brands make an on the go protein bars and snacks aimed at the average gym goer, who has a busy family life, but isn’t a macro counting semipro athlete.
So the problem that they have is life’s already busy enough to micromanage your protein intake throughout the day. As the pros do.
Product on the go protein bars, help you
Resolution get the right amount of protein that you need to see the gains you want. So there’s no more counting macros plus they taste delicious.
So we put that all together. This is what the actual statement would be.
Life’s already busy enough to micromanage your protein intake throughout the day. As the pros do on the go protein bars, help you get the right amount of protein that you need to see the gains you want. So there’s no more counting macros plus they taste delicious.
Now that’s more appealing than saying we’ve been in business for 20 years, or we do the best protein bars. The, that statement is going to connect with your audience better. You’re letting them know the problem that you solve. You’re calling out to that particular market. Your target audience in a really specific way, because if someone doesn’t have that exact problem, they are not going to interact with you.
So if your product or service, and it should be targets a particular target audience, then having a statement like this or using marketing language like this. Can help too and effectively speak directly to them and cut through that noise. It doesn’t have to be, as long as that, it can be shorter. You can use a similar thing in headlines in body copy.
You can even use that throughout a, an article three-step throughout an article. And, and build that in. So it works really well across a wide range of sort of marketing that you do, whether that’s paid content, marketing, podcasts, videos, whatever it is, just remember that your customer is the hero. Your brand is the guide for more on this concept.
And more on the problem, product resolution statement, or as he calls it, the one liner, I would urge you to check out the StoryBrand framework from Donald Miller. It’s a great book, and it provides a seven step framework for building out a story framework for your brand’s messaging, and which puts your customer as the hero and your brand as the guide.
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Have a great week catch up scene. Keep these brands unified.