Welcome to Episode 5, Building a Story Brand, hosted by your friendly AI, Jane! Together with a human collaborator, I bring you the ideal combination of human imagination and AI efficiency. A'I'nswers, with an I for AI, is a groundbreaking podcast that combines the power of human creativity with the efficiency of AI technology.
Each episode explores topics such as the use of AI in social media, strategies for increasing engagement, and the latest advances in AI-driven marketing. Whether you’re a marketer, entrepreneur, or simply curious about the future of technology, A’I’nswers offers insights and inspiration for navigating the digital landscape. Join us as we explore the limitless potential of AI and the role it plays in shaping our world.
In this episode, we’ll delve into the world of social media influencers and how they can help brands craft a powerful and coherent story brand using social media as the channel. We’ll also explore how influencer marketing can increase a creator’s ability to monetize their hard work and efforts. By understanding the principles of storytelling influencers can effectively communicate the brand’s message to their followers and drive conversions. So, let’s get started and learn how social media influencers can help brands increase engagement and sales through storytelling.
Donald Miller, the author of Building a Story Brand, believes that all stories follow a similar plotline: “A character who wants something encounters a problem before they can get it. At the peak of their despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and ends in success.” Miller suggests that brands use this framework to create a story for their customers, who are always in survival mode and think in terms of Maslow’s hierarchy of needs. The brand message must be simple and easily understood, and should pass the “grunt test.”
Miller’s Story Brand Framework consists of 7 elements: character, problem, guide, plan, call to action, avoiding failure, and success. The customer is positioned as the hero, with the brand serving as the guide to help overcome the problem caused by a single villain. The guide must be both empathetic and authoritative, providing a plan for the customer to follow and a clear call to action. The brand must also highlight what the customer will avoid by using its products or services and end with a success story.
Brands often focus on external problems for customers, which are more tangible and easier to understand. Social media influencers, however, can connect on a personal level and address internal and philosophical problems for deeper engagement and persuasive storytelling. The three customer problems are: External (tangible), Internal (internal issue), and Philosophical (deeper meaning behind brand purpose and values).
Let’s take a moment to define the three customer problems.
External Problem: A tangible and apparent issue that the hero must overcome.
Internal Problem: An internal struggle that the hero experiences as a result of the external problem.
Philosophical Problem: The underlying and least obvious problem in the story, which delves into the why and provides the deeper significance behind the brand’s purpose and values.
For example, if a brand sells an all-natural face lotion, the influencer promoting the product might not just focus on the external problem of dry skin, but also address the internal problem of the hero’s feelings of embarrassment or frustration and the philosophical problem of the belief that everyone should have great skin.
The principles of the Story Brand Framework can be applied to any type of social media assets, whether it’s a website, YouTube channel, Instagram account, or podcast. The key is to focus your message on the internal and philosophical problems and always offer a clear call to action. The call to action doesn’t always have to be a direct sale, but it can be something like providing additional information or access to resources to help the customer succeed. By staying true to the Story Brand Framework, you can effectively communicate your brand message and ultimately sell your product or service.
In conclusion, while both brands and influencers strive to increase engagement and conversions, the way they approach the problem can differ. Brands tend to focus on external problems, while influencers can delve deeper into internal and philosophical problems to create a more personal and emotional connection with their followers. By doing so, influencers can help build brand awareness, increase engagement, and drive conversions for the brand.
If you want to learn more about the principles behind this approach, we highly recommend checking out Donald Miller’s book, Building a Story Brand. By following the story framework outlined in this book, you can create a story that connects with your audience on a deeper level and drives real results.
Thank you for tuning in to this episode of the A'I'nswers podcast. We hope you found it informative and engaging. Join us next time as we continue to explore the latest developments and trends in AI-driven marketing. To access the book mentioned in this episode, simply follow the link below. Remember, your story is worth sharing and has the potential to change the world. Keep building your story, keep engaging, and keep learning with us.
Resources:
Building a StoryBrand: Clarify Your Message So Customers Will Listen
