Signature story is an intriguing, authentic, involving narrative that delivers/supports a strategic message clarifying/enhancing the brand vision, customer relationship, organizational values and/or business strategy.
7 characteristics of an intriguing story:
Thought provoking,
Novel
Informative
Inspiring
Exceptionally relevant
Humorous
Awe creating
Authenticity doesn’t mean the story has to be true. Signature story is not a set of facts. A set of facts might be easier and seemingly an efficient way of communicating compared to a story which does not cover all the facts. But it cannot engage and feel authentic because it seems no different from another company’s set of facts.
Signature Stories need not replace facts.
Presenting facts in the context of a story:
1. Embed facts into a story
2. Place facts after the story so that it completes it
3. Place facts before the story – danger of facts undercutting the power of a story because of the analytical context it sets
A signature story can be
short with details or length
borrowed
owned by the customer, employee or others (addressing the philosophical problem of the customer)
(1-1-1 program)
Challenge: how to get organisations on board
1. Making them believe
2. Find and leverage stories
3. Create a storytelling culture
SS come in sets.
1. Companion stories add interest, energy, and visibility
2. Story set can express the breath and depth of a strategic message
Types of sets:
1. Elaboration stories – a master story can be elaborated with other stories that add interest and depth by using a character or a location as the hero in the supporting story
2. Varied applications: same story with different applications
3. Different plots
4. Different spokesperson
5. Different perspectives
Visibility helps makes a brand relevant. Relevance requires brand awareness and credibility. Visibility does both.
Visibility leads to perceptions of success and leadership. Most people lack the motivation and patience to understand what is causing high brand visibility.
Energy
Insufficient energy causes:
– decrease in visibility
– Brand seem bland, tired and old fashioned
– Decline in perceived quality
Attention has two levels:
– short term attention
– long term… engagement
Characteristics of a SS that increases both levels of attention:
– Be fresh and different in the first few seconds
– create the expectation of meaningful rewards
– relevant info, entertainment, emotional experience, affirmation of an opinion or choice
– create uncertainty and suspense
– create emotional involvement with character and plot
– have a brand story… A recognizable story type
4 motivations why people share stories with others (word of mouth):
– Offering involvement
– Compelling and involving offer (Nordstrom tire story)
– self-involvement
– offers a way to gain attention, show connoisseurship, feel like a pioneer (like a girl story)
– other involvement – you want to reach out and help, Express care and friendship (Skype story)
– message involvement – message is humorous, exciting, disturbing or intriguing for it to be shared (red bull space jump story)
Connecting the SS with the brand:
– Brand as the hero
– brand surrogate as the hero
– reflect the passion of the customer base
– supporting programs that carry the brand name
– prominent display of the brand as the story sponsor
– adjacent communication
Facts can be ridiculed; you don’t ridicule a story, it’s just a story.
SS are good at influencing associations and beliefs, behavior and intentions. Associations & beliefs drive consumer choice and Brand relationships. Positioning SS highlights multiple dimensions of the brand and ties it together.
Affect transfer – the liking of one object is transferred to a linked object.
Narrative transportation – the audience is transported from the existing reality into the story or narrative.
Why stories are good at persuading:-
Self Discovery is more powerful than having people talking at you
– inhibits counter argument by distracting and breaking down suspicion
– generate an emotional response which can affect the liking of a brand and the behavior towards it
– a story teller is more authentic, credible and liked than a person trying to persuade with facts
– stories are remembered
(POSITIONING)
SS for framing a sub category – when a brand association becomes a must have for a worthwhile customer
Higher purpose SS goes beyond just selling products and services to answer the question of why. They inspire employees and customers.
Ideas for generating a higher purpose:
– employees interests
– organisations skills and assets
– self-expression or social benefits that can be provided from your products or services
– what do your customers appreciate and value
– long term program vs a seasonal promotion
Creating SS:
– know your strategic message
– allow a spectrum of stories to emerge
– test and learn with multiple stories
Types of story heroes:
– customer
– offering
– brand
– brand endorsers
– suppliers
– employees
– organisation programs
– founders
– growth strategies
– revitalization strategies
Creating a strong SS:
Bring technology breakthroughs to life
Get personal
Connect to your heritage
Play to your audience
Offer user generated content
Try off the wall creativity
Employ vivid technologies
Rely on humour
An effective SS need not tick all the elements in the list. Aim for a few that can make the story engaging and interesting. An effective story is not the sum of its parts but based on its flow and impression.
