Creating a Brand Story That Resonates: Part III
See creating a Brand Story Part I and Part II
Always Be Rewriting – Robert McKee is considered to be the father of modern-day screenwriting. His “Screenwriter’s Bible” and “Story” Seminar have inspired thousands of screenwriters. Many Hollywood writers credit McKee as their mentor. McKee is known for his 10 Commandments of Screenwriting, and his 10th and final commandment is “Thou Shall Rewrite.”
The great part of writing a brand story is that it is essentially always in “rough draft” mode and at anytime you can change the script or plot. In essence, it is never too late reinvent yourself.
Ten years ago Burger King was an “old” brand that consistently underperformed its category. The essence of its message was “flame-broiled is better, have it your way,” and this was quickly becoming irrelevant to its consumer base. The burger giant recognized that their message was just not resonating with their 18-35 core audience. BK reshaped its brand, tapping into its roots and embraced new product innovations.
They evolved the “better quality burger” approach into a little-bit wacky, sometimes politically incorrect positioning in which it almost tells the consumer, “we know its fast-food, and we know you don’t want a salad, it’s a little greasy, but come and get it anyways.” Coupled with courageous advertising and marketing campaigns, BK’s new approach put them back on the map differentiating themselves even more from Wendy’s and McDonald.
Your brand story is not only what sets you apart; it also serves as a lighthouse to attract your ideal customer. With a clear brand message and authentic brand story, you leave them confident, inspired and loyal. The brand story process will help you better develop brand communications that differentiate you from your competitors and emotionally resonate with your target audience.
