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StorySelling Your Brand with Jim Signorelli
05/14/2010 - By Portland Internet Business Examiner Now, why did you pay for the DVDs even though you had already watched them; having spent a ridiculous amount of money on the tickets, popcorn and Milkduds? I think the movie industry has grossly misjudged inflation, but I digress.
Perhaps it was because the story was inspiring, compelling and engaging, and you could actually relate to the storyline and characters in the movie. Although the 30 second trailer may have sparked your curiousity enough to pay for a ticket, it was the story which the movie told that drove you to the store to buy it so you could watch it over and over again at your leisure. Had the movie been a bust in your eyes, confusing plot and unengaging, you may have walked out during the middle of it. And, more than likely, would have told a few friends about how the pitiful attempt at creativity you just witnessed was not worth their time and money. Move along people, nothing to see here.
So how does this relate to selling your brand?
Well, the sell, was in the story.
Meet Jim Signorelli, Founder/CEO of ESW Partners in Chicago and author of the upcoming book titled, Storyselling. As Jim explained it during his keynote address at the 2010 Communicators Conference, being true to his passion for stories, he shared a story about how his unique approach to branding helped to open the analytical eyes of the President of a bank, who was desperate to find a solution to his declining market share. Jim pointed to empathy.
He explained to the board members of the bank that branding is a creative process and that creativity is not linear. A business can define its targeted prospects with numbers, facts, and figures until the cows come home but it will not allow it to empathize with its customers. Scrapping the advertising norm of using passive, third-person creative briefs, Jim chose to take a different path to branding. He wrote what he referred to as an I am statement. I am statements, as Jim describes, "facilitate creative output...they allow creative teams to better identify the person who they are selling to. They get to walk in their shoes. I am statements boil everything we know about our character (customer) into a first person description."
To make a long story short (pun intended), after Jim presented his ideas and storyselling approach to branding to the board members of the bank, they were sold and gave Jim's company the account. When we allow ourselves to walk in the shoes of others, we will have a better understanding of who they are. From a business perspective, this storyselling approach forces companies to humanize their research and better relate to their customers. And, isn't that really what it's all about? Relationships?