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The Public Relations Blog

StoryBrand BrandScript: A Character

How to determine what your consumers want and need from your brand

 

Your StoryBrand BrandScript begins with a character. This is because “a story only [begins] when we define something our customers want.” Without a character, you leave customers waiting for the story to start. 

 

To define what your consumer wants from you, you must ask yourself these questions: Who are they? What do they need and want? What is their ultimate goal?


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Topics: story telling

StoryBrand BrandScript: Why telling your company’s story clearly is important

So many companies waste a large amount of money on marketing, but what if we said you didn’t have to do that to be successful? Follow this BrandScript series to see how you can do that in a short, seven-part framework.


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Topics: PR tips, story telling

Embracing the power of “No” and storytelling with keynote speaker, author, and actor Rob Biesenbach

In this episode, guest Rob Biesenbach, keynote speaker, author, and retired actor, and host Jason Mudd discuss the power of saying “No,” the importance of storytelling, how to become a keynote speaker, and challenges keynote speakers face. Rob worked in corporate communications by day and began a secondary career of acting at night. From there, he launched his keynote speaking business and has been teaching people the lessons he learned from acting and improv and how to implement them into corporate communications and business.

 

Tune into this episode to learn how to implement improv and stage presence into your career as well as the power of saying “No” and the importance of storytelling.


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Topics: On Top of PR, story telling

Captivating storytelling with Tim Pollard | On Top of PR podcast

If you’re part of the marketing department heads, public relations, and corporate communications leaders at a mid-market to enterprise size company and you’re looking for ways to improve your storytelling approach with the intention of increasing your organization’s sales, this week’s episode is the missing key that will unlock your business growth!

 

Guest:

Tim founded Oratium in 2011. As CEO, he leads the ongoing development of Oratium’s intellectual property as well as leading all major client relationships. Tim has developed a remarkable insight into the science of designing and delivering extraordinary sales messaging.


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Topics: On Top of PR, story telling

What Is The StoryBrand BrandScript Explanatory Paragraph?

Since we have a good idea of the StoryBrand BrandScript framework, it is imperative to get an idea of the BrandScript in action.

 

The explanatory paragraph is the BrandScript in a much longer and well-written form. It is a section that’s typically used on a company’s website to provide more information on the company.

 

The customer, who is the hero, has a natural concern to get an idea of who his guide is. Therefore, the explanatory paragraph for a moment sheds some light on the company by providing more details to the brand story.


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Topics: PR tips, branding, story telling

What Is The StoryBrand BrandScript One-Liner?

Are you aware that business owners and companies are sometimes unaware of how to properly introduce their brands? When presented with a question of what your company does, it is tempting to blurt out a direct, non-persuasive response.

 

The challenge with this is it doesn’t strike a note with customers because you might end up looking incompetent.

 

Thankfully, there is an art and a science to introducing one’s brand. That is the StoryBrand BrandScript one-liner.


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Topics: branding, story telling

Why Your Company Needs The StoryBrand BrandScript Framework

Have you ever wondered why brands with excellent products and services sometimes record poor sales? The answer is simple: poor communication of your brand’s message.

 

In this post, we’ll discuss a revolutionary marketing tactic that makes optimal use of fundamental elements of human nature to help companies effortlessly get to the core of their brand message. Author Donald Miller developed this marketing framework, inspired by principles of storytelling called the StoryBrand 7 Part Framework. The “main character” of one’s branding and marketing is the customer, not the brand. The brand plays the role of the guide, leading the “main character” to success.


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Topics: branding, PR planning, story telling

News release engagement tips with Serena Ehrlich | On Top of PR podcast

Learn what you can be doing to increase your news release engagement and how you can use commercial newswires to your benefit with our guest Serena Ehrlich.

 

Guest:

Our episode guest is Serena Ehrlich, director of product marketing at Business Wire. She is responsible for Business Wire’s go-to-market marketing strategy, including initiating consumer discovery, supervising product releases, developing market-oriented content, and creating thought leadership initiatives.


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Topics: PR tips, On Top of PR, story telling

Should PR pros be storytellers? with Carnival Cruise Line’s Chris Chiames | On Top of PR podcast

Learn why the word “storytellers” can have a negative connotation for PR pros with our guest Chris Chiames of Carnival Cruise Line.

 

Guest:

Our episode guest is Chris Chiames, chief communications officer at Carnival Cruise Line.

 

Topic:

The one with Chris Chiames of Carnival Cruise Line on PR pros as storytellers vs. conversationalists


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Topics: PR tips, On Top of PR, story telling

How to tell your company’s story with Alejandro Barbero | On Top of PR podcast

Learn how to tell your company’s story by involving employees with our guest Alejandro Barbero.

 

Guest:

Our episode guest is Alejandro Barbero, director of strategic development and communications at Rayonier. He makes the complex simple and is constantly taking on new challenges. During his 25 years of global experience, he has taken businesses and teams to places they’ve never been.

 

Topic: 

Alejandro Barbero on why storytelling should come first in all your company communications


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Topics: PR tips, On Top of PR, story telling

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