Storytell!
You’re About to:
Get branded *
Write your own bible
Give an elevator pitch
Get a crash course in marketing **
* Don’t worry, no hot irons are involved!
** Good thing we’ve been designing helmets!!
Did You Know?
Storytelling predates the written word. Humans passed spoken-word stories from person to person until we developed the ability to communicate with letters, numbers, and pictures.
Some storytelling conventions resonate through the ages. Variations on the opening phrase, “Once upon a time,” have appeared in literature since 1380. The equallyubiquitous closing line, “Happily ever after,” has been around just as long, but it didn’t always sound so cheerful. Children’s fairytales pre-1600 often featured the ending, “Happily until their deaths.” Doesn’t exactly have the same pep, does it?
Storytelling is the most basic form of human communication. We use stories to express our needs and feelings to each other. We build relationships by sharing stories. We tell stories to educate, challenge, entertain, and inform each other. We even think in stories. When you wake up in the morning and think, “I’m going to design a music game today,” you are telling yourself the best story of all... your own! Designers storytell to communicate the value of their solutions.
The ways we storytell are constantly changing, but some stories continue to delight us, even thousands of years later. Visitors still flock to see the Paleolithic era cave paintings in Lascaux, France, that our ancient ancestors painted more than 17,000 years ago. Historians and amateur enthusiasts alike still peruse the millions of pictograms known as hieroglyphics that the ancient Egyptians carved into stone walls and pressed into clay tablets about 5,000 years ago. And thanks to Johannes Gutenberg’s invention, the printing press, the famed plays and sonnets of Shakespeare have never gone out of print.
Today, we still create sequential picture stories and write books, but we have countless new ways to storytell, too. From augmented reality mobile apps to video games, contemporary storytelling is more immersive than ever.
As designers, we need to be strategic storytellers. You need to pick the most effective and engaging way to tell the story of your solution. You not only have to keep in mind what that story is, but how you tell it, who you are telling it to, and even when and where your audience will experience it. A highway billboard that drivers glance at might not be the best place to tell the story of your cat sign language system.
The rewards of successful storytelling are great: Your audience will not only utilize your solution, but also share the story of your solution with others, encouraging them to use it, too. Now that’s a happy ending!
Throughout SPONGE, SPARK, SPLATTER, and SCULPT, you’ve focused on the design process: Developing a solution that answers a need or improves a condition, and through a series of exercises, expanding and refining it. In STORYTELL, you will stop developing the solution itself, and instead focus on presenting your solution to the people for whom you designed it. After all, if they don’t know that your solution exists, people will never use it.
Why did you buy the shoes you’re wearing, and not another pair? Why did you choose to install certain apps on your mobile device and not others? Chances are that good solution storytelling influenced your decision. You picked those solutions because you liked their personalities. Branding is the process of bringing personality to your solution. The art of sharing that story with other people is called marketing. Together, these skillsets enable you to effectively STORYTELL, informing and engaging an audience with your solution.
Questions to Ponder:
• If your solution were a person, what would he or she look like?
• Why do people use one solution instead of another?
• How do you compel people to use your solution?
What You’ll Do:
• Develop a personality for your solution
• Construct the building blocks for effective storytelling
• Get comfortable sharing that story with an audience
Brands Are Solutions... with Personality
The terms “brand” and “branding” come from the days of cowboys, when ranchers used to burn unique, personalized symbols into the hides of their cattle so they could tell who owned which ones. Ouch!
Today, “branding” is a process that is used to develop the uniqueness of your solution. A brand can be a company, a physical object, a service or process, a digital application or software - even a person! Brands distinguish solutions from one another.
You encounter hundreds of brands every day. For example, if you want a cup of coffee, you might choose between buying some from Starbucks, Dunkin’ Donuts, or a locally owned cafe. Which would you pick? Each of these coffees has a unique brand, but they are all the same solution: the tasty beverage, coffee! Why did you pick one brand instead of the others? Your purchase decision was likely influenced by a preference for the “personality” of your brand of choice.
Some brands have been around for so long, and their storytelling has been so successful, that people commonly use the brand name instead of the solution name. For example, if you have a stuffy nose, what do you blow your nose in? Chances are, you said “Kleenex,” instead of “facial tissue.” Kleenex is a brand. Facial tissue is a solution. There are many facial tissue brands, but only one Kleenex. A company called Kimberly-Clark first started selling Kleenex in the United States in 1924.
Can you think of some other brand names that are commonly used in the place of solution names?
Activity: Name That Brand
Try to guess the brand name of the solution, based on the hints below. (Answers on page 146.)
If you get a boo-boo or a scrape, you might put one of these adhesive wound coverings over it:
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You might tread through this fake green grass on a professional football field:
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Kids love to “pop” the air-filled plastic pockets on this packaging material, which is often used to protect fragile objects during travel:
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This toy disc glides through the air horizontally. You might play catch with it at the park:
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Regardless of the search engine you are using, this brand name is often used when you are searching a term or phrase on the Internet:
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This popular table-top game is a lot like tennis, but it uses paddles and much smaller, lighter balls:
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You’ve probably written yourself a reminder on these little yellow notes, which have an adhesive strip on their back:
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You clean your ears with these cotton-tipped swab sticks:
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Game: Brand-y Land
Goal
You are probably already familiar with more branding than you think. Find out which team has a black belt in branding with this guessing game.
What You’ll Need
• Pen & paper
• A large bowl
• Timer or stopwatch
Step 1: Ladies & Gentlemen, Pick Your Brands!
Divide the paper up evenly so that everyone has five slips of paper. Without talking to one another, everyone must write down one brand on each of their pieces of paper. Fold each piece of paper twice, and put them all in the same, large bowl. (And hang on to these strips of paper! You can re-use them in the Game on page 127.)
Step 2: Team Up
Divide into even teams, and flip a coin to see which team goes first.
Step 3: Brandtastic!
The team that gets to go first should unanimously select one player to start. That player should stand up where everyone can see her, and have the bowl easily within reach. The other team sets the timer for 60 seconds. During that minute, the player from the active team will grab slips of paper from the bowl, one at a time. She must try to describe the brand on the paper without using the brand name while her teammates try to guess the brand. If the team guesses correctly, she keeps that slip of paper. If she accidentally says the brand name, then the slip of paper gets folded back up and put back into the bowl. If the team gets stuck on a clue, she may fold the clue back up, put it back in the bowl, and select another. Don’t reveal the brands that the team cannot guess!
Step 4: Scoring
When the minute is up, count up how many slips of paper the team was able to guess correctly. That is the team’s score for Round 1. Do not put those slips back in the bowl.
Step 5: Finishing
Repeat Step 3, alternating which team is guessing and rotating the player giving clues, until no slips of paper are left. The team with the most slips of paper at the end wins!
Brand Building Blocks: Show Some Promise
The foundation of branding is the Brand Promise. The Brand Promise is a statement that sums up the need your solution promises to fulfill, or the improvement it promises to deliver. For example, “Dracula SunShield prevents vampires from catching fire when exposed to sunlight.” The Brand Promise is an important focusing statement for all of your storytelling efforts, and helps you succinctly explain to your audience what a solution does. Does this sound familiar? It should! The Brand Promise is akin to your Challenge statement:
How is the Brand Promise different from the Challenge statement? Check it out:
Challenge Statement
• Call to action expressing an unsolved need, problem, or opportunity for improvement
• Aimed at designers
• No solution exists yet, so you have no story to tell
Brand Promise
• Declarative statement communicating a solution that fixes a problem or improves a condition
• Aimed at a particular user audience
• You have a story to tell that explains how the solution works
• Fun! The solution has a name!
Activity: Pinky Swear: Make a (Brand) Promise
Try your hand at transforming a Challenge statement into a Brand Promise. What brands do you know and use that fulfill these Challenge statement? Fill in the Brand Promise for those branded solutions.
Stacking Brand Building Blocks: Truth & the Universe
Underlying every Brand Promise is a Universal Truth. The Universal Truth is not specific to your solution. It expresses the human (or nonhuman in the case of Dracula SunShield) motivation for the need, or the desire for the improvement in your Brand Promise.
The Universal Truth is key to helping you communicate why someone would want to use your solution. This should sound familiar, too! The Universal Truth builds upon your Spark:
Your solution may have many Universal Truths. During the branding process, you must select one Universal Truth to focus your story. How might each of the different Universal Truths for Dracula SunShield (below) affect the way you’d tell the story of that solution? Can you think of a third Universal Truth? Write it in below:
The Brand Speaks! Voice & Tone
What were some of the words and phrases you called out during the Brand-y Land game? These nouns and adjectives express how the brand makes you feel, or describes how you feel about the solution. These feelings and descriptions are known as Brand Voice and Tone.
Voice
Brand Voice is literally how you speak when you are speaking as your brand. It is the personality expressed by the accent, choice of words, and other easily recognizable qualities of your communication. To define Brand Voice, imagine that your brand is a person. What would it look and sound like? Would it be male or female? Would it use lots of slang or speak formally? Try to craft a Brand Voice based on characteristics that you are familiar with, otherwise you run the risk of crafting a Voice that seems fake, or worse, insulting. Here is the same story in two different Voices:
Missed the boat on sleep? Mermaid Song Tea is your ticket to slumberland.
ArrRRR! Crankier than a sleepy sailor?! Let Mermaid Song Tea luuuure you to sweet dreams.
Tone
Brand Tone motivates you to say what you do when you are speaking as your brand. It is your brand’s perspective on life, expressed by the mood and message of your communication. Defining Brand Tone is like creating a psychological profile for your brand. Is your brand an optimist, or a pessimist? Think of qualities that you admire in people you know, and use those as inspiration when producing your Brand Tone. Here is the same story in two different Tones:
Don’t fight the siren’s song. Embrace your dreams: Mermaid Song Tea.
Healthy, deep sleep is not a myth. Drink Mermaid Song Tea.
Activity: Picturing Brand Persona: Voice vs. Tone
Another way to consider the difference between Voice and Tone is to visualize your solution as if it were a person (or animal or supernatural creature). Voice is all the superficial qualities of your brand. What would someone learn about your brand if they just looked at it? Draw these Voice characteristics of your brand (or one of your choosing) below. For example, if your brand is a female princess, draw a dress and add a crown. Tone is the “internal” quality of your brand. Is your brand happy or sad? Optimistic or pessimistic? Energetic or lethargic? Write these words inside the outline of your brand.
Activity: Brand Voice Karaoke: Tweet Re-Mix
Imagine that you are the brand manager for a popular fast food chain that is about to use Twitter to announce the addition of a new burger to its menu. Exercise your skills by re-writing each Tweet in a different brand voice:
Original Tweet = Generic burger chain voice:
“Our new mini-burgers are so delicious, you won’t be able to eat just one!”
A haughty, designer burger chain for busy runway models:
“Oooh, la-la. Our scrumptious mini-burgers are so ‘in,’ dahlink, you’ll eat your dress size!”
A high-seas, adventure-themed burger chain for little boys who want to be pirates:
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A family burger chain that features a play place for kids and a quiet sit-down area for busy parents:
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The first burger chain to welcome cat owners to eat alongside their pets:
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A Viking-themed burger chain for loud people who often enter eating competitions:
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A burger chain focused on elderly, penny-pinching retirees who like to eat alone:
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An island-themed burger chain that compares eating its food to taking a relaxing, tropical vacation:
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An exciting circus-themed restaurant where live stunts are performed for patrons while they eat:
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An all-year-round Halloween-themed burger place that’s a popular date place for teenagers:
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Keep Your Story Straight: Brand Bibles
As a solution becomes more successful, the ability to maintain a cohesive brand presence can be incredibly difficult. Think of a brand like Coca-Cola, which has been in existence since 1892 - more than 120 years! On any given day, hundreds of Coca-Cola employees make decisions that represent the brand: choosing the words for a packaging label, selecting music to play in a TV commercial, deciding what to post on the company’s Facebook page. How do they keep all their communication “on-brand,” or consistent with one master brand identity?
Easy. They have a bible. A brand bible.
Brand bibles are reference documents detailing all the elements of a brand’s identity. Centralizing this information helps keep all brand storytelling aligned with the Brand Promise, Universal Truth, and Voice and Tone, among other elements.
The brand bible is a living document, which means that it can grow and change over time.
Besides the Brand Promise, Universal Truth, and Voice and Tone, a bible can contain storytelling elements such as:
• Visual design elements, such as logos, illustrations of mascots or other characters, particular color hues, fonts, and other graphics
• Text such as catchphrases, taglines, official solution descriptions, and directions
• Solution photography and/or images of people interacting with the solution
• Special music, sound effects, jingles, or other auditory trademarks
• Videos and animations
Brand Meets World: Make Your Marketing
Now that you have established your solution’s brand, it’s time to explore how to share that story with your audience. The strategy of how, where, when, and to whom you tell your brand story is called marketing.
Marketing is not passive storytelling. Effective marketing is storytelling with a goal known as the “call to action.” If your marketing is successful, it will compel your audience to respond to your call to action. Broadly, these audience reactions fall into three categories:
• Using the solution
• Buying the solution
• Telling other people about the solution
It is very challenging to successfully convince a user to respond to your call to action because innumerable other brands are competing for his time, attention, and money.
No two marketing efforts are alike, but most successful marketing stories do two things very well:
• They communicate the solution value quickly and clearly. (This is where your brand bible can help!)
• They storytell in a unique and engaging manner.
While branding needs to be consistent to build familiarity and trust with your audience, marketing needs change and updating to entertain your audience. Even if your solution story is a good one, no one wants to hear the same story, told the same way, over and over again!
Game: Going Up? Elevator Pitch
Goal
Think you have simple brand storytelling mastered? Be the first player to pitch your way to the top of the top of the game board. A “pitch” is a very short - usually one or two sentence - marketing story.
What You’ll Need
• A timer or stopwatch
• The slips of paper with brand names (and the bowl) from the Brand-y Land Game on page 118. If you haven’t played this game yet, complete Step 1 of Brand-y Land to create them.
Step 1: Pitchers & Catchers
Select one player to be the catcher. The rest of the players are pitchers. Seat yourselves so that the pitchers are sitting next to each other, opposite the catcher, with a wide table or floor space between you.
Step 2: Build the Game Board
Randomly select slips of paper from the bowl and place them face down on the table between the pitchers and the catcher... without looking at them! Arrange one column of paper slips in front of each pitcher. As long as all the columns are the same length, they can be as long as you want. Make them at least five rows deep.
Step 3: Batter Up!
Have the catcher pick a number between 1 and 10. The first pitcher to guess that number, or come the closest to it, goes first.
Step 4: Step into the Elevator
Have the catcher start the timer. Once the clock starts, the pitcher can turn over one slip of paper in any column, but it must be in the first row (the row closest to the pitchers). The pitcher has 10 seconds to give the catcher a sales pitch on that solution. At the end of the 10 seconds, the catcher must give a thumbs up (I’d buy it) or a thumbs down (Not worth my time). If the catcher gives a thumbs up, that same pitcher gets to write their initials on that slip of paper. Then, they get to go again, this time flipping over any slip from the second row. If the pitcher got a thumbs down, then the next pitcher is up (going clockwise) and must pick a slip of paper from the first row. The new pitcher can either choose the already turned-over brand, or turn over a new one.
Step 5: Pitch Your Way to the Top
Keep repeating Step 4 until one pitcher wins by being the first to pitch their way across the game board, adding their initials to one slip of paper in every row.
You Talkin’ to Me? Know Your Audience
In the Elevator Pitch game, what tactics did the winning player employ to get to the top? What did he or she say? Chances are, it was not only what he or she said, but how the comments targeted that specific catcher who was the audience for your marketing storytelling pitches.
Knowing your audience enables you to position your marketing so that it makes the most sense to them, such as how to present the benefits of the Brand Promise and the Universal Truth, or what features to emphasize. For example, how differently would you market the same pair of jogging sneakers to someone who you know is dieting compared to someone who is a running enthusiast?
Your audience may or may not be the same person for whom you designed your solution. For example, if you created singing diapers that help toddlers pottytrain, the consumers of the solution are tots. But the customer, who is actually purchasing your solution, is the parent.
Even if your audience is the same as your user - say, bald bikers - you will now need to think of them in different terms than when you were designing a solution for them. When you were crafting a solution, you had to consider their needs and wants in the context of using your solution. But when you are marketing to them, you have to consider under what conditions they make purchasing decisions, or what motivates them to respond to your call to action.
Smooth Operator: The Art of Marketing
Now that you’re a rockstar at communicating your purpose quickly and clearly, it’s time to talk about how to make your story entertaining. Successful marketing keeps your message intact, but adds to it:
• Novelty
• Entertainment
• Personalization
These are not rules. Think of the them as starting points for brainstorming a good way to tell your solution story. Let’s dig a little deeper into those starting points.
Novelty in marketing means that your story is in some way unique. People tend to pay special attention to things they have never seen before, or things they are not accustomed to (or are forbidden from) seeing. Many marketing stories leverage new technologies or social taboos to remain fresh. You can tap into your solution’s novelty by considering your brand persona. Can your persona do something that your audience cannot?
Entertainment in marketing means that your story engages your audience’s emotions. Whether they are laughing or crying, when people experience an emotion in connection with a brand story, they form a bond with it. Think about the emotions your audience might feel when they are using your solution, or as a result of using it. Can you find a way to make them feel that emotion with your storytelling before they try your solution?
Personalization in marketing means that your story feels customized to each of your audience members. People enjoy feeling special, like they are not part of the crowd. People also tend to pay more attention when a story directly includes them or if they are invested in it. Letting your audience incorporate their own photos, words, or ideas in your solution story (like a contest!) builds that bond.
You can’t guarantee that people will laugh at a joke you tell at a party, and you can’t create a sure-fire formula for a successful marketing story. But these guidelines can help you on your way!
Case Study Comparison: Livin’ on the Edge
Oftentimes, marketers will cleverly leverage social taboos to tell a solution story that grabs attention and drives conversation. Audiences, however, are unpredictable. You never know how a controversial topic will be perceived. Let’s look at two examples that had very opposite public reactions:
The reaction to Kmart’s marketing campaign was generally positive, while Hyundai’s was negative; but both companies received the attention of tens of millions of people worldwide. Do you consider either to be a success or a failure? Why?
When & Where: Storytelling Platforms
In the Hyundai example on the previous page, the company lost control of its marketing video as the audience shared it on the Internet. Control is one of many factors that marketers weigh when they storytell online. However, the risk of losing control of your story when you market online is balanced by unprecedented audience access. At any time of day, someone around the globe might click play! These are just some of the media you will need to consider as you select a platform for your marketing story.
• Print - From retail packaging to clothing to magazines, print is physical and therefore tied very closely to the geographical location where it is shared.
• Broadcast - Television, cable television, and AM/FM radio are incredible (yet expensive) ways to reach millions of people in their homes.
• Web - Through desktops, laptops, and newer TVs, there are many ways to tell your story online, including websites, microsites, blogs, ecommerce portals, etc.
• Mobile - As tablets and handheld mobile devices grow more and more common, designing for the “on the go” context is critical.
• Social - Some communication platforms, like Facebook, Twitter or LinkedIn, are inherently conversational.
• Live Events - Conferences, conventions, and other real-time shows hold value for their immediacy and their media life beyond that actual event.
Game: Once, Twice, Three Times a Story
Each platform has its own storytelling value for making your solution’s story novel, entertaining, and personal. Using our Dracula SunShield example, tell that solution story in these three different ways:
One for the Punny: Written Word Only
Storytell using the written word only - no pictures. You must assume that your audience is going to read your story without the benefit of you being there to direct them. Write between 150 and 350 words. Consider Brand Voice and Tone. And don’t forget to use expressive presentation techniques like ALL CAPS, italicized words, and bolded words to communicate your solution.
Two for the Show: Picture Show, That Is
Storytell using only images, no words. You can use photographs or drawings that you create yourself or find via a Google image search. Use images with no text on them at all. There’s no limit to how many images you can use, but four to five is probably ideal. Arrange them in a sequence or layout that communicates the solution story to the viewer.
Three to Get Ready: Speak Your Mind! Spoken Word Only
Storytell using spoken word only - no script! Explain your solution to your audience, face to face, just as you did in the Elevator Pitch game (p. 127), but this time, don’t rush. Take three to five minutes to storytell in detail and try to excite your audience. Have a solid beginning, middle, and end so that your audience clearly understands your solution and call to action.
Hand off the first and second versions of your story to another person, and then perform your third. How did your audience react to each version? Which was the most effective storytelling medium? How much of the effectiveness was influenced by your solution, and how much was the result of your personal skill set? What type of story would work best on which platform? What might be the benefits of combining these storytelling techniques, or taking the strongest elements of each?
Activity: Splatter Your Marketing Matrix
You have so many platforms to choose from that you need to Splatter your storytelling, too! Pick one of your favorite brands, or use one of your own, and write it in the center of the page. Then, write or sketch storytelling ideas under each platform. Sketch in ways that connect the different platforms, too.
The STORYTELL Challenge!
Hold a three-day marketing marathon! Over the course of 72 hours, you’re going to take a solution through the branding process, and then dream up a dynamite story to introduce it to your audience!
You can work with a solution that you designed with the help of this book, or pick a pre-existing solution that you adore. If you decide to go with a solution that already exists, jettison its established brand and work with the solution itself. So, for example, if you pick Speck mobile device cases, just use “device cases,” or if you pick Nike shoes, just focus on “gym shoes.”
Are you ready to get started?! Here’s an overview of the next three days:
Day 1: Build Your Brand - Build out a brand bible for your solution. Use the activity sheets on the following pages to help you gather and focus your bible content. Then, transfer that copy to a new format: Create a booklet from loose leaf paper, or lay it out on a poster board. Add more details, such as fonts, that you feel fit your brand, or build a custom color palette. Don’t forget to develop Voice and Tone (p.122); but rather than illustrating your brand, grab inspirational images from the Internet, or take your own photographs. You could even design your own logo!
Day 2: Mastermind Your Marketing - Decide on the who/what/where/why/when of your solution’s story. What is the ideal reaction you want your audience to have after experiencing your story? This is your call to action (p.126). Keep that in mind as you brainstorm novel, entertaining, and personal (p.129) ways to tell your story. For this challenge, you may have limitations, like time and budget. Get creative! You can shoot a video on your mobile device and share it via YouTube for maximum exposure at minimal cost.
Day 3: Storytell! - Execute your marketing plan, and share your branded solution story with your audience! If you have been working through this book with a group of people, they will be the final audience for your marketing. Dedicate a full day to storytelling, and of course, collect audience feedback. If you’ve been designing solo, share you story with a friend via an appropriate platform to gather audience feedback.
Challenge Help: Brand Building
Consider the unique Brand Promise (p.120) that your solution offers to its audience. Go back to your the Challenge statement you’ve been evolving throughout your adventures and evolve that into your Brand Promise.
Challenge Help: Brand Building
Your Universal Truth (p. 121) expresses the human need for your solution, or a desire for the improvement that your brand promises. Remember, every solution has many Universal Truths. Write down a couple here and then pick your favorite! The Universal Truth that you select will influence the kind of story you tell.
Dear Dr. Spotlight, I turn bright red when more than two people look in my direction. How do I storytell without blushing and sweating?
– Mr. Nervous Marketing
Dear Mr. NM,
Oftentimes, the fear of presenting comes from not knowing what to say. Getting a solid handle on your solution story through branding is one of the best ways to know your story inside out and upside down. There is no better fuel for giving a confident presentation than knowing your material.
Not everyone enjoys storytelling in front of a crowd, and that’s OK. If stage fright’s got you down, that won’t stop you from being an awesome marketer. Although there is no substitute for your genuine passion for your story, here are a few tips to keep in mind when you’re sharing that brand story:
• Record your speech alone or with just one good friend. Pretend that you are talking to your friend and no one else. She can record you, and you can share it with the world later.
• Look above your audience’s heads. Not looking people in the eyes is a good way to keep your mind on task. And they won’t even notice where you’re looking!
• Have a “pause” plan. If you need to stop and think while delivering a presentation, have a gesture or action at the ready that can buy you time, like taking a sip of water.
• Be the director. Not into being in front of the camera? Maybe you should be behind it. Write a script and have some outgoing pals act it out.
The Debrief
Uhm, WOW. You are amazing. You took your solution and gave it a unique personality with branding. Then, you strategically crafted an engaging story for your solution, which all adds up to an active audience responding to your call to action! Congratulations! Now, it’s time to do it all over again. Seriously. Storytelling is not a one-way street. Have you ever listened to a story and not reacted to it when the storyteller was done? Storytelling is a form of communication. So, you need to listen to your audience feedback and go back through the design process armed with those insights! Your solution should evolve along with the conversation as you STORYTELL.
Holy guacamole! There are no more chapters! Fear not, that does not mean your adventure is complete. It’s actually just beginning! Turn the page to learn more about what’s in store for you as you choose the next steps in your adventure.