Building your brand narrative is not a ‘one size fits all’ type of deal. This article can’t tell you exactly what you need to do. What I CAN do is give you food for thought allowing you to find your own path to that brand narrative. “What’s your swim lane?” That’s a great question from Joe Mullings, CEO of The Mullings Group. In other words, what topic or topics can you offer value to your audience? What can you write about or speak on intelligently? What topics and areas are you comfortable engaging in discussion with others? That’s your swim lane. That’s your comfort zone where you can share quality knowledge and have an educated discussion with those who engage with you.
The power of digital media is that it opens up a direct pipeline between you, the brand and… well pretty much the entire world. If you’ve built your destination correctly as described in the previous three chapters and have begun thinking about edutainment as the driving model for your content, now it’s time to think about what does that content actually look like? How does edutainment apply to my brand?
Can you tell me how to get, how to get to… I don’t even have to finish that sentence. Most of you already know how that sentence goes. I’m betting at this moment you’re thinking back to some of your favorite Sesame Street moments.
Now that you’ve got their attention and they’ve stopped the car, the last thing you want to do is set up a tourist trap. Lots of color and flash, but no substance. Cheap, chintzy trinkets are fun for a few minutes and maybe some selfies to post to your friends, but not someplace you want to visit again. That’s going for the quick buck, not long-term audience engagement. You’ll need to continually lure a new audience to make the tourist trap work. To do that you need a connection.
“Selling” today and for the foreseeable future is about building a story. Actually many stories. Stories that entertain, stories that inform, stories that educate, stories that connect with the audience you are trying to reach.
Last week I traveled to Brunswick, GA to oversee aerial filming for a new Georgia-Pacific image campaign focused on sustainability. There are many steps and actions GP does every day to ensure the land and water in their communities is protected and will be here for future generations. Trying to explain those ways can be complicated and long-winded. So I developed a campaign that involves just one, maybe two shots in a series of 10 - 15 seconds spots. Each spot is a single message, simplifying the storytelling to help encourage audience retention and social sharing.
One thing about taking on a new role at Georgia-Pacific… you hit the ground running. March Madness is such a fun part of American sports and we have tons of certified sports nuts working at GP. Our Social Media team was looking for some way to have a little fun with the basketball tournament. So I quickly sketched out a storyboard and hatched a plan with lead on our intranet to recruit ‘actors’ for the spot. This turned out to be so much fun.
On the other end of the phone is a very smart, intelligent marketing leader for a corporation. “I really need a video as soon as possible.”
Me: “What’s the purpose of the video?”
Silence, and then….”Um what do you mean, ‘the purpose?’ It’s a marketing video is that what you mean?”
All videos should have a purpose just like every message a company puts out has a purpose. Read the Rest of the story in my Post on LinkedIn.