Your Six Second Personal Brand Story in 5 Exercises
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We’ve shared six guidelines on how to build a personal brand. Now we’d like to dive a notch deeper and answer: How do you actually build a personal brand story? The Brand Narrative is a story that energizes and engages people to take action and drives them to achieve the destination. It prompts the emotional benefits that the brand promises to deliver to the audience. It features a hero, and in this case, the hero should be the audience (not the brand). It is delivered with “ruthless consistency” and focus - every communication and experience is aligned to enhance the audience’s understanding of the unique story of the personal brand.
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Your Six Second Personal Brand Story in 5 Exercises
- 1. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 1 IN FIVE EXERCISES Your Six-Second Personal Brand Story…
- 2. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 2 Destination Planning You’ve Got to Start with the End in Mind SIMPLICITY CLARITY ALIGNMENT The lens through which we look…
- 3. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 3 Your Personal Brand Story is a Narrative that Answers the “So What” Question… The “Why” statement is your internal guidepost Why do you do what you do? The “What” statement describes your specific actions What is it that you actually do? The “How” statement describes how you deliver your “What” How do you deliver this to your audience? In approximately 6 seconds…
- 4. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 4 There are Many Different Types of Brands CORPORATE
- 5. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 5 There are Many Different Types of Brands PRODUCT/SERVICE
- 6. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 There are Many Different Types of Brands PLACES
- 7. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 7 There are Many Different Types of Brands GOVERNMENT
- 8. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 8 There are Many Different Types of Brands CELEBRITY
- 9. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 9 Do You Recognize Him? His 6- Second Story? What About This?
- 10. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 10 Why Not You?
- 11. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 11 Name That Brand
- 12. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 12 How Many Did You Get? TWITTER DOMINOES NASA ADOBE KODAK BLOCKBUSTER MITSUBISHI
- 13. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 13 We are going to change the status quo; we are going to transform people’s personal and professional lives. Why Everyone’s Favorite Example: Why/What/How We use the integration of technology and UI design to create options and offerings that did not exist previously. What We will deliver new types of computers, devices, services aimed specifically at individuals. How Headline: The company that changed the world one customer at a time 6-Second Story Think Different
- 14. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 14 We are enriching lives by letting people communicate the way they want, when they want and where they want Why Another Example: Why/What/How We empower people to quickly and easily get connected with mobile devices and importantly, we keep them connected What We manage a robust and dependable communications network that provides connection for a variety of devices How Headline: After being voted the best, there’s only one way to go… Better. 6-Second Story Power to You
- 15. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 15 What are the Markers of an Effective Brand Story? • The Brand Narrative is a story that energizes and engages people to take action and drives them to achieve the destination. • It prompts the emotional benefits that the brand promises to deliver to the audience. • It features a hero, and in this case, the hero should be the audience (not the brand). • It is delivered with “ruthless consistency” and focus - every communication and experience is aligned to enhance the audience’s understanding of the unique story of the personal brand Do key audiences easily understand your vision, purpose and value? Does the value of what you do come through to key audiences in every communication, every interaction and engagement with your personal brand? Is what you say and do consistent with what you actually do and aspire to do? Simplicity Clarity Alignment
- 16. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 16 Exercise 1 – Write it Down! Why do you exist? Why do you do what you do? Why should someone work with you? Why should they care about you? Story The Right Story SIMPLICITY CLARITY ALIGNMENT Why
- 17. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 17 Exercise 2 – Write it Down! What do you actually do? What problems do you solve? What do you do to demonstrate your ‘why’ to people? Does your ‘what’ change depending on the audience? Story SIMPLICITY CLARITY ALIGNMENT The Right Story What
- 18. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 18 Exercise 3 – Write it Down! How do you deliver on the ‘what’ and the ‘why’? How do you solve problems? How are you different? Does your ‘how’ change depending on the audience? Story SIMPLICITY CLARITY ALIGNMENT SI The Right Story How
- 19. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 19 Exercise 4 – Write Your Headline! Story The Right Story SIMPLICITY CLARITY ALIGNMENT Destination Headline 5 Years from Today… What does the headline in the Wall Street Journal say about YOU?
- 20. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 20 Exercise 5 – Bring it All Together! Story Your 6- Second Story SIMPLICITY CLARITY ALIGNMENT What does your audience need or want? Why do you matter and what do you bring to them? Why should they care, why should they pick you? How can they personally relate to your story? How can you make them the hero of your story?
- 21. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 21 Next Steps 1 Synthesize Your Notes from the 5 Exercises 2 Refine Your Personal 6-Second Story Draft 4 Test Your Story with “Friendly” Audiences - Ask for Honest Feedback 5 Adjust and Present New Versions of Your 6-Second Story to Your “Friendlies” 6 Practice with ~10 Targeted Audiences and See What Happens! 3 Identify a Few “Friendly” Test Audiences
- 22. © Copyright 2017 TopRight® LLC All Rights Reserved www.toprightpartners.com 22 @toprightpartner topright
Notas del editor
- Why Destination Planning? The most successful businesses don’t reach that status by accident They deliberately choose their destination in advance and work toward it in everything they do Businesses without a clear destination jump reactively from one opportunity to another without any consistent strategy, alignment or clarity A clear business destination sets the foundational direction for all activity in the company, and specifically determines all marketing and sales communications and initiatives The destination outlines the business model, key strategies, and provides a clear lens through which to make operational decisions to achieve success and create the right path and map to the target destination
- The effective positioning of a value proposition must ensure that it is based on the brand story and narrative, that the language is contextually appropriate, precise and accurate, and designed to reflect and reach the Destination These concepts and ideas must be boiled down, within the destination process, into the “6 Second Story” that provides the hook for the “so what” question. In today’s environment of instant and total media saturation, 6 seconds is all you have to cut through the clutter and noise and to create interest in what you do and why you do it.
- Start with the Mind of Your Target Audience Your brand story must be simple, clear and aligned with your audience’s needs and wants. It must be bold and encourage exploration. Simplify a Complicated Issue or Problem Simplify the essence of “Why” your personal brand matters, or what is the value that you bring to the audience. Most people have neither the time nor the inclination to try to figure this out on their own, which is why this question needs to be answered through the simplicity of a great story. Stir Emotion in You Audience’s Mind Give people a reason to care, a reason to pick you, and a reason to stay. People don’t buy from making logical, rational buying decisions. They make emotional decisions and then justify those decisions by rationalizing them with facts. There is a huge difference in whether your audience views your story as just another transactional relationship or a story that emotionally connects with their professional or personal journey. “Good marketers tell brand stories; great marketers tell them with purpose.” - Dave Sutton, TopRight Strike a Chord that Prompts an Internal Question or Reflection What do you want people to think when they see or hear your brand story? People will be more engaged if they can relate to you story rather than listening to fact-laden statements about all of your credentials, accomplishments and the “wonders of you”. Make your Audience the Hero of Your Story Compelling stories resonates when the audience can put themselves at the center of the story. We must make the audience the hero, while the brand assumes the role of a mentor. When your goal becomes participation, rather than control, the hero is more likely to let you into their world [and their story]. You can start by focusing on experience-based efforts for better engagement with your audience.