The process and key factors to consider when crafting messages for your brand story.

1. A Message
Development Process
Chris Leonard
C. 484-410-1577
www.linkedin.com/in/chrisleonard1/
www.slideshare.net/chris2004x
@chris2004x
Images: kelsey_lovefusionphoto

2. Why craft stories?
1. Achieve objectives with different
audiences
2. Modify behavior (typically increase
share)
3. Change a belief (e.g. a product that
works differently is better)
4. Establish new position
5. Defend a position

3. Request participation
from cross-
functional team
1. Brand
2. Creative agency
3. Sales training
4. Legal

4. The Process
1. Review current messages, issues,
opportunities, and strategic
objectives for the brand
2. Discuss story structures
3. Brainstorm structures and messages
4. Selection of story structure &
component messages
5. Expose stories to customers &
optimize
6. Optimize

5. Brainstorming
1. Divide into Groups: With Roles
Defined
2. Brainstorm Story Structures
3. Decide on 4-6 Key General Messages
4. Decide Support Points for Each Key
Message
5. Present Small Group Results (10
minutes per group)

6. Questions we might ask
1. What are the benefits of X by
customer type?
2. What are the benefits of X for
customer’s customers?
3. What problems can X uniquely
solve?
4. What much desired promise can X
fulfill?
5. What progressive development does
X represent in the evolution of
the category?

7. Criteria for
successful stories
1. Persuasive – per objectives that are specific,
measurable and pre-set
2. Concise – minimum of ideas and words to meet
objectives, no repetitions
3. Clear – no confusions
4. Complete – no missing decision-making
information
5. Interesting – at all points
6. Story – structured progression of messages (a
beginning, middle, end)

8. Story types
1.Problem-Solution
2.Promise-Fulfillment
3.Premise-Proof
4.Progressive-Development
5.Command-Comply

9. Thank you.