Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand by Park Howell

Author:Park Howell
Language: eng
Format: epub
Publisher: Park & Company Marketing Communications Inc.
Published: 2020-06-14T16:00:00+00:00

Worksheet 7.1 Write in what your audiences experience in each stage of brand awareness, adoption and appreciation.

FINAL THOUGHTS

You are now squarely in the action portion of Act II of the Story Cycle System, as your brand narrative has taken flight through the stories you are capturing in the wild. Campbell calls this the test and trials of the Hero’s Journey. While you’ve set the context for your brand story and humanized the personality of your offering, you’ve now truly brought it to life through the true stories you make happen in peoples’ lives. Next up is to map the victory milestones along your customer journey of brand awareness, adoption, and appreciation to demonstrate to your audiences that they are on the right path with you.

ADDITIONAL RESOURCES

Visit businessofstory.com/journey to explore more ways to express your brand’s unique personality, as you:

•Read Vol. VII of the Business of Story online magazine: “The Road of Trials: Mapping Your Customer’s Journey.”

•Listen to Greg Chapman on: “How to Combine the Science of Data With the Art of Storytelling to Create Meaningful Customer Experiences.”

•Watch my quick explanation video on how to map your customer journey: bit.ly/StoryCycle-Journey.

STORY ON ACTIVITY

Pick a favorite story that supports one of your descriptors and outline it using the five primal elements of story. Then tell it three times to three different people: a close family member or friend, a colleague, and a stranger. See how it evolves with each telling. As Christopher Vogler wrote in The Writer’s Journey, “Stories have a way of summoning forces.” See how your stories conjure the energy of your brand offering to help all who come in contact with it to grow.

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