The 3 Storytelling Arcs Your Brand Must Have

If you notice inconsistencies in your brand’s message, chances are your audience has too. These inconsistencies can create confusion for customers, which can be a barrier to being a buyer.

Today, we’re talking about how you can take your brand from a hodgepodge, to a unified brand experience. We’ll give you three storytelling arcs to frame your digital experience and content creation strategies. By following these three arcs, you’re guaranteed to create a unified brand experience:

Brand narrative– Why does your brand exist? What is its purpose?
What problem I’m solving- Over this year, this campaign, etc.
Creating individual content- The content flows from the other arcs

While discussing these three storytelling arcs, we covered a lot of ground when it comes to storytelling, congruency, and unifying the customer’s experience. We also talked about:

Why the creator of Gilligan’s Island used the origin story in the show’s theme song
Confused customers don’t become buyers
Find your why- mission statement, values, employee manual
A strong purpose allows your customers to make a connection
People make decisions with emotion, back it up with logic
The importance of buyer personas
Looking at groups through the lens of- what problem does my brand solve?
Problem solving for individual buyer personas