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Brand stories are increasingly important tools in marketing, helping brands to better connect to their customers. In order to create really effective brand stories however, you need to understand and be able to speak to your customers' inner desires.
This book is a practical guide for mid-career branding and communication professionals on how to make your customers the focus of your brand stories. Move away from telling them about yourself and towards connecting with them in a way that centres your brand in their internal narratives with this innovative book. Creating a Brand Story explains why the stories we tell about ourselves are important and how those stories have an impact on the things we buy and the products we use. From there, it explores how marketers can discover the sorts of stories their customers are telling themselves and how an understanding of these can help you better create compelling narratives around how your products can fit into your customers' lives.
Taking this knowledge, the book explains how all parts of your brand from your messaging to your brand behaviour, price and even aesthetics can be shaped to better connect with your customers and gives you the tools you need to do so. Exploring every aspect of how psychology can better help you create compelling brand stories, Creating a Brand Story contains real world examples from companies such as Gymshark, Dr Martens, Minecraft and Dove.
List of contents
Section - ONE: Stories and Identities Chapter - 01: Why stories are important Chapter - 02: How stories can speak to customers' identities Chapter - 03: How to find and understand customers' desired identities Section - TWO: Archetypes Chapter - 04: Archetypes and how to use them for market segmentation Chapter - 05: How brands can use archetypes to tap into customers' desires Section - THREE: Methods and Processes Chapter - 06: User requirements Chapter - 07: Branding and brand attributes Chapter - 08: Creating and using personas Chapter - 09: Measuring and evaluating success
About the author
Pat Jordan
