StoryBranding is a brand planning process and the subject of this award-winning book. This slide presentation provides an overview summary of the StoryBranding process that will help you guard against competitive inroads through a unique emotional connection that keeps customers coming back.

1. STORYBRANDING
Creating Stand-Out BrandsThroughThe
Power of Story

2. About the author
Jim Signorelli is the author of internationally acclaimed books on
StoryBranding and his StoryBranding Brand Planning Process.
Jim has worked in various roles at major advertising agencies throughout
the country. During his 35-year career as a brand strategist, he has
worked on a variety of national and local accounts. He also developed a
specialization in the area of QSR marketing. His QSR experience includes
work for McDonald's, Burger King, KFC, Arby's,Taco Bell, Ruby
Tuesday's, and Church's Chicken clients.
In 1999, Jim started ESW, an advertising agency that quickly grew from
3 to 50 people. Crain's Chicago Business once referred to ESW as "the
fastest growing advertising agency in Chicago." In 2015, Jim sold ESW
and went into semi-retirement where he started Story-Lab and works as
a brand consultant and workshop moderator.
Jim was recently named to the list of "Top 50 MarketingThought Leaders
Over 50" by the readers of Brand Magazine. He is also the recipient of
US Bank's Leadership Award.

3. A BRAND IS A METAPHORICAL STORYTHAT CONNECTSWITH
SOMETHINGVERY DEEP. COMPANIESTHAT MANIFESTTHIS
SENSIBILITY INVOKE SOMETHINGVERY POWERFUL.
Scott Bedbury, Former Head of Marketing for Nike and
Starbucks

4. What is
StoryBranding?
StoryBranding is a strategic
planning process.
Its main purpose is to put brands
on the straightest route to "brand
insistence" - the place where
brand loyalty is exceptional
among the vast majority of
customers and employees.
Brand
Preference
Repeat
Purchase
Trial

5. What is
StoryBranding?
StoryBranding is also a tool that provides marketing and
operations with a committed purpose they team up to
support.
Marketing
Operations

6. WhatTypes of
Brands Benefit
Most From
StoryBranding?
The StoryBranding process is
applicable for all brands, at any point
within the brand's life cycle.
However, this planning process is
best suited to existing brands that
have achieved a high level of
awareness and acceptance, but do
not yet benefit from a strong
emotional bond with customers and
employees.

7. What
StoryBranding
Is Not
StoryBranding is often confused with Brand
Storytelling.
•StoryBranding is a strategic tool that
employs the principles of story design to
strengthen the appeal of brand personas.
•Brand Storytelling is an executional tool
that uses storytelling as a form of
promotional messaging.

8. Character
(Brand)
Obstacle Goal
Every story is about a character
dealing with certain obstacles in
order to achieve a desired goal.
The StoryBranding brand planning
process employs this same template,
casting the brand as the story's main
character and giving it the goal of
achieving exceptional loyalty from
customers and employees. Obstacles
standing in the way of this goal are
analyzed and confronted.
The Brand StoryTemplate

9. The Brand's Persona
Central to the
StoryBranding process is
equipping the brand
character with needed
wherewithal to create a
lasting emotional bond with
customers and employees.
To do this we define the
brand in terms of its outer
and inner layers. A main
objective is to integrate
these layers to provide
audiences with a value
proposition that is both
need-relevant and
emotionally engaging.
Need-relevant product/service
features and benefits
The brand's purpose or the
motivating "why" behind its
existence

11. THE STORYBRANDING
PROCESS

12. Collect the Backstory
Characterize The
Brand(Protagonist)
Characterize The Prospect
ConnectThe Characters
ConfrontThe Obstacles
Construct the Story Brief
StoryBranding employs a
step-by-step process where each
element of the story template is
analyzed and defined. This
concludes with the development
of a "Story Brief," the instrument
management will use to galvanize
employee motivation and bring
the brand's story to life across all
customer touchpoints.
The StoryBranding Brand Planning Process

15. Archetypes are used to help
characterize the brand's
Inner Layer

16. The "I AM" Statement
One of the most important steps
taken in this process is the
development of "I AM" statements.
These are statements written in
the voice and tonality of the brand
that define its persona.
Alternative "I AM" statements are
written and through testing evolve
into the single most impactful
persona statement.
Click on picture above and you will be taken to the website
where you can download samples of "I AM" statements that
have been written in the past.
Go to "I Am Samples" page under the Contact heading and you
will be directed to the download.
The password is Iamsamples

21. The StoryBrief

22. If you are interested in a workshop,
contact Jim Signorelli directly
at 312-545-4903 or email him at
jims@story-lab.net