When you share your story, you build trust.
If you give people a reason to care, and a story to believe in then people will follow you on your journey and be more likely to buy from you and refer customers to you. As humans we are hard wired for stories .. so its the fastest way for us to shortcut attention and connection
THE KEYS TO A COMPELLING BRAND STORY
First, you’ve got to really understand your brand before you can tell a compelling story. You need to know
- Who you are
- What you do
- Why it matters
- Who your brand is here to serve
The Voyage Brand Story Framework
It’s a really simple roadmap for creating a connection with your ideal customer and inspiring them to take action.
V – STEP 1: The Victor – Victor in their current reality
To connect with your customer on an emotional level and get their attention, you must make the customer the victor not the victim of the story.
Many brands are tempted to insert themselves into the story as the victor and while you brand plays a vital role in helping your customer get what they want – you are not the hero.
Example
Hello, Sara
You’re a passionate and dedicated women’s health practitioner, running a busy clinic.
O – STEP 2: Obstacle in the way
For your story to keep people’s attention there must be something that threatens their status quo and drives them towards transformation
In the case of your brand story, this is the customer’s problem and obstacle. Your customer desires something which could be a tangible goal they want to reach, a desire or a goal. Right now, there is an obstacle in their way.
It’s important to note. Your customer is NOT the problem, we do not want them to feel disempowered.
The problem is the villain of the story but your customer will be the victor over this obstacle.
Example
You spend your day seeing back to back clients, hurrying from one appointment to the next, but with only so many hours in the day, you feel like your work is only just scratching the surface and there are so many more people you want to reach.
Y – STEP 3: Yes! I’m ready for change
When our audience has a desire and a problem that’s keeping them stuck, there must be something that is motivating them to get over this obstacle.
As humans, we are generally more motivated to move away from pain than move towards pleasure. There must be something at stake in the story. A driving force to cross the threshold from where they are now to where they want to be.
Example
If you’re really honest with yourself, it feels like you’re stuck on a hamster wheel and you know there has got to be a better way.
You see glimpses of your tired and anxious face when you look in the mirror, you feel the knot in the pit of your stomach as you lie awake at night.
And, if something doesn’t change?
You and your business will reach breaking point. It’s really just a case of who gets there first.
A – STEP 4: A solution presents itself
This is where you and your brand enter the story. Your role is the provider of the solution. you are Mr. Miyagi, not Karate Kid!
In this stage of the VOYAGE framework, there are three things your customer needs to hear
- You understand them
- You have the painkiller solution
- The solution is proven to work
Example
I’m Jen and I’ve walked in those well-worn shoes of yours, feeling that same stress and strain of unfulfillment and burn out.
In 2015, I realized the way we were working, well…it just wasn’t working.
It seemed like our industry had been frozen in time and we were still operating from an archaic paradigm that no longer served us.
And, so I decided to make it my mission to break free from business as usual and create a new model – one that would set my soul on fire, see my work reach thousands of women and create extraordinary transformation for my clients.
Today, I run sold-out retreats, masterminds and events and I show other wellness business owners how to do the same. In fact, over 7000 people have benefited from my training and teachings and now live life and business on their own terms.
G – STEP 5: Glimpse of the future
Our victor is shown the future and how life would be when they get the pot of gold at the end of rainbow.
Remember, our customer has a desire for a result that is both tangible and emotional, you’ll want to cover both these benefits.
Tangible: Reach more clients with ease
Emotional: So you can feel freedom
Example
If you want to feel freedom again, you can get step by step support to reach more clients the easy way.
E – STEP 6: Experience the evolution
In this final step of the journey, our victor has crossed the threshold from the ordinary world, seen the solution we have to offer and now they want to know, how do I experience this?
Example
Would you like to come on an adventure with me and experience a new way of working?
If it’s a “Hell Yes!” There are 3 ways we can work together.
- Join my free Facebook group
- Watch my masterclass on <x,y,z>
- Book a call to talk about my 1:1 mentoring
The Brand Story template is based on The Hero’s Journey by Joseph Campbell.
