Step-By-Step Guide To Using Storytelling To Communicate Your Brand Message — (2) THE VILLAIN
In this blog series, I will tell you exactly how to apply a storytelling structure to your brand message, to your business.
When you understand the structure of a story, how it is used to compel a human brain just like how screenwriters use it in movies, your brand message will be very powerful.
In step (1), we discussed the key in a story is that a hero must be defined at the beginning and that the hero should be your customers and not your brand.
If you missed that article and would like to read it, you can find it here.
In this second article of the blog series, we will discuss the concept of a story gap and why it is the most important part of a story.
What is a story gap?
A story gap (or story question) is created when you have clearly identified what the hero wants and the very enemy that prevents the hero from getting what she wants.
The story gap serves as the hook of the story because as an audience we now want to find out ‘what is the hero going to do’, ‘will the hero finally get what he wants’ or ‘does the hero have what it takes to succeed’.
Defining the villain
There are 3 levels of problems in stories, OUTER, INNER and PHILOSOPHICAL.
For example, in Batman Begins Bruce Wayne wants to save Gotham from injustice (what the hero wants) but Ra’s al Ghul (the villain), the leader of the League of Assassins and criminal mastermind created a fear-inducing drug that can turn Gotham into chaos — This is the OUTER problem.
Indeed, because Ra’s al Ghul is strong and Batman was unable to stop him (at least at the beginning) so the OUTER problem creates internal frustrations, lack of confidence and makes Batman feel weak — This is the INNER (emotional) problem.
At philosophical level, the hero should always defeat the bad guys right? Not only we all love a happy ending, we are hardwired to crave that the good should always win the devil so it is wrong for Ra’s a Ghul to destroy Gotham — This is the PHILOSOPHICAL problem.
What does that mean for your business?
The ‘villain’ usually doesn’t have to exist as a person, it can be being thirsty, hungry or tired. As a business, the outer problem you solve should be obvious like a drink, a sandwich or an appliance but if you are able to identify that inner frustration, put it in proper words and offer to resolve it along with the outer problem, extraordinary things happen:
- company bonds with the customer
- company demonstrates empathy
- company position itself deeply into the narrative
People don’t buy what they need they buy what they want and justify it with logic, so speaking in your customers’ language is absolutely crucial.
Indeed, a key mistake many businesses make is they assume that customers only want solutions to external problems. Many companies offer excellent products, yet they fail to clearly identify the inner frustrations caused by the outer problem so customers fail to engage at a deeper level.
Apple is so successful because they are able to clearly able to identify the inner frustrations caused by using ugly-looking, unintuitive and bulky technologies. People are able to relate to this frustration so they felt a deep connection with Apple and are happy to buy the iPod, iPhone, iPad and Mac from the company.
Another key mistake is businesses try to communicate too many problem and solutions. It is indeed one of the most challenging question because many businesses have multiple products to offer to their customers. Further, businesses are worried that if they only offer one product to customers, they are compromising on diversifying their revenue stream.
In fact, you don’t have to.
Most global brands are known for solving just one problem, they are crystal-sharp focus and consistent on what they are communicating as a brand. The key is to focus on solving one problem, be the best and known for solving that particular problem. Once your customers trust you then you will be able to offer them an eco-system of products and they are happy to buy other things from you.
When Steve Jobs returned to Apple in 1997, he basically cancelled 70% of the products that Apple was trying to sell to different people, the brand message was vague. He simplified the product line into just selling computers serving different needs with this simple chart.
While there’re 4 products there but really Apple was just making computers solving the exact same frustration caused by ugly-looking, unintuitive and bulky technologies.
How you communicate at brand level is crucial in helping customers understand why you exist.
Your Action Today
What is the inner emotional problem are you solving for your customers?
Define it and make it your brand level communication, put it in simple words (or video) in your marketing so customers can relate to and understand.
Become the best and known for solving that one problem only, build trust with your customers before you offer them an eco-system of products.
This is a blog series on ‘Step-By-Step Guide To Using Storytelling To Communicate Your Brand Message’, stay tuned for the next one.
Soft Skills Academy is a communication-based consultancy, we can help you clarify your brand message using the power of storytelling so you can attract more customers and grow your company much faster.
To get you started, download our PDF on ‘How To Stop Wasting Money On Marketing’.
If you think you will benefit from one-on-one coaching with Sam, visit: http://www.softskillsacademy-hk.com or email us at info@softskillsacademy-hk.com
