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Unveiling the Secrets of Branding: A Journey into the Underground Realm

Ever felt like there's a hidden power shaping successful brands?

Well, you're not wrong to think so.

There is a secret language spoken by only a select few who understand it? 

In the world of branding, there's a secret power at play.

You've probably already heard of it.

But here's the catch: the real secret has been veiled in secrecy, tucked away in the shadows and you've been kept in the dark.

Once you understand what I'm going to talk about, you'll never watch a movie, read a book, or watch an ad the same way ever again.

We're going to step into the underground realm of branding, where the whispers of the past and the secrets of the present converge.

This is not just a journey; it's an unveiling, a revelation of the clandestine world of branding.

So buckle up; the secret of branding is about to be exposed.

Throughout time, you've been shaped by it 

You've encountered it since the time you came to this earth.

It is how you know the things that you know. It shapes how you think. It is what makes you who you are. 

And so, here's the secret: storytelling!

The Ancient Scrolls of Influence(Why)

Where did storytelling come from? 

Why do these world powers use it? and how they use it so well.

The earliest form of storytelling dates back to 65, 000 BC and is thought to be primitive cave paintings and art.

This means the earliest forms of storytelling were visual — cave drawings and hieroglyphics. 

They conveyed messages, similar to picture books.

Visual storytelling has been around for many centuries, and it has evolved as our understanding as humans has developed. 

It is good to note that the easiest form of storytelling is oral storytelling where stories are passed down through generations by word of mouth.

For this, it is not necessary to know the earliest examples of written storytelling as I am trying to focus more on visual storytelling.

But why did they, and why do we, still use visual storytelling?

Stories help us make sense of the world and help to share that understanding with others.

What you know today as history, a huge part of it is because of the ancient art our ancestors once painted.

We learn about others, mostly those of the past, and find understanding and empathy for them through their stories. 

Just like the way quotes have deep understanding behind them, they were created as a result of a certain experience and level of understanding of the person behind the quote.

Over the centuries, visual storytelling has been used to educate, entertain and inspire.

It seems so simple to put into action and yet we still suck at it.

But have you ever thought "Why do some people do it so well?"

Most would say — It is because visual storytelling is the gateway to truth-telling, which helps inform our opinions, decision-making, and self-views.

While that is true, but it's not everything they do and what's been left out is what you don't understand yet.

These people do not inform, they transform. 

You should know that telling a story rather than spitting facts and statistics, makes us remember the details more clearly. 

And so, whatever the reason, storytelling is everywhere.

From the songs, the chants, the rhymes, the billboards, the ads, and other things that pass a message, exists a story. 

The stories around us are what shape our perspectives, guiding the things we say, the things we believe, the things we think, and the largest of all, what we do.

But what is the main reason behind storytelling in general?

To retain.

To make the audience remember.

To leave a lasting impression on your audience, just like a skilled swordsmith leaving his mark on a blade.

What makes stories that inform?

Stories cause the brain to come alive.

Have a complicated concept? Tell a story.

Things that go viral tell a story.

That's why a certain meme is very relatable to you. 

A story is a tool and in the wrong hands, can devastate entire cultures. 

Which is why I say, show me a villain who has risen to power and I'll show you a great storyteller.

Stories determine what we live for and what we die for.

It is not a tool for artists only.

That is why those above you use so often.

It is so powerful you can make an audience of thousands seem like a few friends sitting around a campfire.

A good story doesn't happen by accident, it's orchestrated from the very beginning. 

In the creative world, this is what we call strategy.

Because the human brain is drawn towards clarity and not clutter, a story is a sense-making device.

What we get wrong often is, that “clarity means less.”

It doesn't.

Clarity is essential for ensuring that the audience can clearly visualize the intended message.

It means to select a series of events that make the most sense to a story's listener. 

All music is noise.

It can be good or bad.

It's the choice of vibrations(noise) that are made at each interval in time that determines whether the music is good or not.

And so the difference between noise and music is form.

How to Create Stories That Transform

How these masters tell stories is quite tricky to nail but I intend to reveal a general plot that all stories use to captivate.

A character who has a problem encounters a guide who gives them a plan and calls them to action and it either results in fortune or tragedy.

A more technical plot for a brand owner is: 

Imagine someone has a problem or a need.

Then, they stumble upon your brand—like a guiding hand that offers a solution. Your brand doesn't just stop there; it lays out a clear plan and nudges them to take action, be it making a purchase or subscribing to a newsletter.

What happens next? It's a bit like the climax of a story—your brand's impact either leads to their success, their 'fortune,' or unfortunately, it might end in a not-so-great outcome, their 'tragedy.'

So, your brand becomes the storyteller, weaving a narrative where it plays the role of the guide, steering customers toward a positive outcome or averting potential missteps.

It's like crafting a story where your brand is the guide, and every customer interaction is a chapter in that narrative.

Note: your brand is the guide, not the hero.

However, before appearing to their audience, they had everything carefully planned out and I'm going to reveal the questions they used to present with such clarity to you.

1. Who are they and what do they want?

This is the fundamental question that every written story that works has an answer to and it is so clear you can't miss it.

If you google "how to write a good story," the very first principle of a good story you will see is "define your target audience."

Of course, it makes sense to say know your audience, but many are asking how. 

You don't want to talk to them, you don't know where to find them, you don't know how to attract them, or maybe you can't even see why you need a target audience.

As you may have heard, "If you write to all, you write to no one."

But that's not particularly true. 

You can't even write to everyone, but you can write to one person directly and, no two people are the same.

So in essence, we are writing to people who are similar to each other. 

And I don't know about you, but I want to attract 70% of my target audience. So, I do not write to one person. 

I write to similar people.

Lesson:

Do not try to appeal to one.

It requires too much work.

Appeal to a broad audience with similar interests.

2. What is the problem they encountered and how did it make them feel?

Have you ever been so immersed in something such that you pay no attention to the things happening around you?

That is what it means to focus!

And it happens because what we are consuming is important to us. It has captured what we know to be "interesting content!"

It doesn't happen by chance, it's all orchestrated.

In a sitting, ask yourself;

- What do they need to feel?

- How immersed do you want them?

3. Who would they meet or what would they read that helped them?

This is your chance to pitch without being too pushy.

This is the perfect opportunity to present your solution.

This is where you can genuinely help others, without resorting to trickery to attract them for help.

Present your solution in a way that doesn't make you desperate. 

In a way that makes you think, I'm actually helping these people.

That is how you get them to care. 

People share what they care about. 

I'm not going to provide you with any formula to make people care. 

Creativity knows no limits, think and turn your thoughts into words.

4. What plan would they come up with after interaction with your brand?

This is more like a CTA.

This is what tells them "Do this ... to get your dream outcome."

If they care about your message, there's no need for all the "killer tactics" you see in content.

A simple "Sign up using the link in the description” or comment "X" would do the trick.

Using gentle prompts fosters a sense of community making the experience of engagement enjoyable for everyone involved.

It doesn’t only benefit the audience but also helps to build a stronger connection between the brand and its followers, leading to brand loyalty and support.

5. What would it feel like to take action on that plan?

Outlining the process of how they're going to achieve their dream outcome is one of the keys to making them care. 

Don't say “You'll get more attention on your content.”

Say "You'll get more attention on your content by doing these series of things."

Saying is not doing.

Knowledge without action is useless.

The power lies within those who take action on the knowledge they have.

You see, the bigger brands know this, and they don't only plan like most of social media. 

They plan and execute.

This is the time of year when everyone has a New Resolution to stick to, but most barely get through with it till the end.

See it's not enough to know that you have to do "X." 

Go get it done.

That's what truly matters. 

How do you know which ones to execute first?

Prioritize.

Prioritize your life. Prioritize your day.

Control your mind to focus on the things you should be doing rather than on what you could do.

6. What would be lost if they failed to get their dream outcome?

You probably know of the "PAS" writing principle.

It starts with the problem but it doesn't end there. You have to amplify it. 

Often, being pessimistic in storytelling sometimes resonates more rather than being optimistic.

Tell someone, “Regular exercise is crucial for maintaining a healthy body and improving your likelihood of finding your ideal partner.” When you share this with someone, they are likely to take it to heart.

Tell someone "You need to work so that you can be healthy" and they'll tell you they know that.

So diving deep into the problem is one of the keys to making them care.

Life is filled with ups and downs, not ups only.

More than often, we only learn from the downs in life.

I remember when I still starting my journey to grow the Design Archive, I was solely focused on getting clients to buy my design services. 

I focused on being optimistic and saying all the good things design can bring to a brand. 

I tried to be pessimistic about it and I had the attention of more people.

Pessimism isn't bad. It depends on the context in which it is used.

7. What is the happy ending they will experience?

This is not necessary for all types of stories. 

This is part of making them feel what it feels like to be guided by you.

The term for this in the world of branding is "customer experience."

By having answers to these timeless questions, you can make leaders read your thoughts. 

You can truly master the art of effective storytelling.

You are not informing, you are transforming.

It's easier said than done.

Thank you for reading.

See you next time.

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