#My story brand com how to#

Keep It SimpleĮven if your product satisfies several wants, focus on only one. The gap will stay open, maintaining your customers’ attention, until the story ends. The goal of element 1 is to open a story gap to hook your customer’s attention. For example, try singing “Happy Birthday” but leaving off the last note-it’ll drive you crazy. Story gaps are inherently interesting because the human brain craves resolution. The distance between the brand character and what she wants is called a story gap.

#My story brand com how to#

Then, we’ll discuss how to write these wants into your brandscript. (Shortform example: If you sell hand soap, you can suggest the customer wants clean hands, which is related to survival because clean hands help prevent illness.)įirst, we’ll discuss why wants are so compelling and how to choose them. In branding, the hero is the customer ( not your brand) and you need to come up with something she wants that’s survival-related and associated with your product. In a narrative, the hero is the main character and the center of attention. The first of the seven story elements is a hero who wants something.

Brand Character: Your Customer Has to Want Something Read more about how to develop a brand character. You should think of them as a fully developed person, who you build your story around. In terms of building your storybrand, the brand character or hero is the customer. What is a brand character? How can developing a brand character help you build a storybrand?Ī brand character is the “hero” of your story. Like this article? Sign up for a free trial here. Shortform has the world's best summaries and analyses of books you should be reading. This article is an excerpt from the Shortform book guide to 'Building a Storybrand' by Donald Miller.