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What is StoryBrand and How Do You Build A Brand Story For Your Business?

By Design No Comments

In today’s world, customers are constantly bombarded with messages on all sides. With so much noise, it can be hard to make your brand heard. That’s the key goal behind StoryBrand, a strategic messaging matrix created by Donald Miller that is designed to help you tell your brand story. The StoryBrand process follows 7 steps that are known as the SP7 framework. 

 

The StoryBrand Framework

StoryBrand Framework

 

Human beings are wired for stories. There’s a reason that some movies do so well at the box office — they follow the same structure that people have used to tell stories for hundreds of years. The StoryBrand framework uses this same structure to tell your brand story in a way that is engaging and memorable for your future customers. Here are the seven basic steps: 

 

A Character Who Wants Something 

The biggest mistake that brands often make is they establish themselves as the hero in the story. They shout messages telling everyone how great they are and forget that their customers aren’t looking for a hero to follow, they’re looking to be the hero. What they really need is a guide to help them get what they want (more on this later). 

 

Understanding your future customers is key to building clear brand messaging. How old are they? What is their gender? What are their jobs? How much money do they make? Most importantly, What do they care about? What do they want? If you can clearly and succinctly answer these questions you can build a solid foundation for your brand messaging. 

 

With a Problem 

The next thing you need to understand about your future customers is the problems they are experiencing. Chances are, they are experiencing a whole bunch of different problems so for the sake of clarity it’s important to focus on just one. Choose your position. Are you the skincare company that solves the problems of people who can’t find all-natural products or are you the skincare company that solves the problems of people looking for healing of medical conditions? Are you the business coach who solves the problem of overcomplicated planning with simplicity or are you the business coach who specifically helps solve financial problems.

 

There are two types of problems you need to be able to define. The first problem is the actual physical problem your company offers a solution to. Those problems might include needing clear, unbiased direction from a business coach or having a skin condition that needs healing. 

You also need to be able to define the internal problems that are associated with this external problem. How do your customers feel about this problem? Maybe the man who needs help from a business coach feels overwhelmed and like he has no sense of purpose. Maybe the woman with a skin condition feels embarrassed and is keeping herself from meaningful interaction with friends and family. 

 

Who Meets a Guide 

As we mentioned earlier, your customer wants to be their own hero but they are looking for a guide. In this step of the framework, you want to establish your brand as the Yoda to their Luke Skywalker or the Dumbledore to their Harry Potter.

There are two important parts in establishing yourself as a guide: demonstrating empathy and authority. To demonstrate empathy you need to show your character that you really care. If you were a clothing company focused on inclusive sizing options you might say, “we know it can be difficult to find clothes you feel comfortable in.” 

Next, you demonstrate authority by showing why you’re qualified. You might mention that a large number of people have already used and loved your product or service. You might mention how many years you’ve been in business. You might state specific parts of your business that are unique and make you better than all competitors. The important thing here, as in the rest of your messaging, is to keep it simple and direct! 

 

Who Gives Them a Plan 

The simple truth is that if people understand and can visualize a process they are much, much more likely to engage with it. It’s the old marketing messaging that “it’s as easy as one, two, three.” But the thing is anything can be as simple as one, two, three. When you show your customers a clear plan they will have less uncertainty and fear about doing business with you. For example, your plan might be: order your product, use the product, experience the change you’re looking for. Obviously, you want your plan to be more specialized than this and to highlight the important steps in your individual process but the most important thing here is to keep it simple, as we’ve been saying. 

 

And Calls Them To Action

This is the simplest part of the framework. What do you ultimately want your customer to do? Set up a free consultation? Download your app? Contact you today? Make this something clear and easy that can be done right away. 

 

That Helps Them Avoid Failure 

What misfortunes are you helping your customers avoid when they work with you? This can be pretty simple, it’s essentially the opposite of what the customer wants. Demonstrate clearly that by not engaging with your brand your customers will be stuck continuing to live with the same problems they are living with now. 

 

And Ends in Success 

This is the most important part of the whole framework. You want to clearly illustrate for your future customers what their lives will look like after engaging with you. You want to directly address how you have solved their problems and how that changes their lives, illustrate this clearly with concrete details, and show how they have been transformed. At the end of the day, we are all looking for a transformation in our lives. If you have a clear idea of how your business helps people, then tell your customers clearly what that looks like. 

 

How Do You Build a Brand Story For Your Business? 

Now you may be thinking to yourself that this all seems interesting but how do you know how to build a brand story that is effective and powerful for your own business? This is where Big Red Jelly comes in. Our team of brand specialists know how to help make your brand engaging and memorable for your future customers. Our branding packages include not only visuals for your brand but also this core brand messaging that can be used on any future marketing materials. We provide a variety of different branding packages depending on your needs that may include a logo, Style Guide (primary logo, alternative logo, color palette, typography, full brand story, value propositions, mission statement, tagline, social media branding, GoogleMyBusiness branding, and much more.  

 

Schedule a free strategy call today to learn how your brand can tell its story in a way that keeps customers coming back. 

 

Sierra Mendonsa Shares The Secrets That Helped Her Go From Intern to Director of Online Ads in Just One Year 

By Design, Marketing, Online Ads, People No Comments

So much of success comes from just getting started somewhere. Sierra Mendonsa shares how being passionate to continually learn has been the key to her journey. Just a little over a year ago Sierra started as an intern, looking for more experience. Now she is the Director of Online Ads for Big Red Jelly helping over 25 clients fine-tune their digital marketing strategies.

Involved in many projects at Big Red Jelly including graphic design, social media, and online ads, Sierra shares how it’s not just her degree in Digital Marketing that has gotten her to where she is now. Keep reading as she explains how to be successful no matter what industry you’re in. 

 

Q1: Tell me about your journey going from an intern to director of online ads in just 1 year. 

A: So when I started my internship I didn’t have any experience doing online ads at all, but I was interested in it. I wanted to get as much experience in all the areas that I possibly could. So one day I asked the girl that had my position before if I could learn how to do some ads and I really enjoyed it. When she was leaving she talked to Josh and said, “I think Sierra would do really well.” Then we spent the next couple of weeks training.

Since then we’ve grown so much. When I first started we were just doing Facebook ads. Since then we’ve grown. We’ve changed our processes. I built out the Google Ads service that we now offer to our clients, as well as the LinkedIn lead generation which is a more organic approach to advertising. So it’s been fun to see the progression. So much has changed on Facebook and Google even since I started the position a year ago.

Q2: What’s the biggest thing you’ve learned on this journey?

A: I think it’s that you cannot get complacent. You always, always have to be forward-looking with what’s changing in the industry, and thinking outside the box because the issue with advertising is that people are used to being blasted by ads all day long. If you want to be successful you have to find a way to break through that noise and be different and show them that you really understand. You have to understand the customer: what they’re looking for, what their problems are, and what they want.

Q3: What do you like about digital marketing?

A: I think my favorite part about digital marketing is that every company and every industry needs it.  I’m someone that can get bored easily doing the same thing for too long, so I like that in digital marketing I have the opportunity to work with so many different clients in so many different industries. There’s something new every day that I come into the office. I like the marketing side because it’s kind of like business psychology. It’s really just understanding people and why they buy the things they buy. I like the digital aspect because I really think that’s the way the world is moving. That’s where our attention is and it’s exciting. It’s also nice that you can do it all online from your home if you need to. Working remotely? That’s awesome.

Q4: What is a strategy that helps you stay focused? 

A: Oh man, I’m a very big list person. So, I’ll write everything out for my week ahead of time. I’ve also learned that I need to set hard deadlines for myself. So a lot of times I will schedule a video call with a client before I’m even done and that’s my hard deadline, I have to get it done by that point. I also will schedule out time on my calendar, so from this hour to this hour, you are only doing this task. There’s a lot you have to juggle. I’m involved in a lot more than just online ads, though that is my main area. 

Q5: What’s a hurdle you’ve overcome?

A: I think the biggest hurdle is the same as any business degree. You have to start somewhere, and it can be hard! Most jobs don’t want to hire you without having experience. So I think that Big Red Jelly helped me overcome that hurdle. It not only gave me that experience but also let me experiment with all the different areas of digital marketing. So now I’m pretty well rounded in all aspects of digital marketing and I’ve got great experience on my resume working with real clients and getting real results. 

Q6: Who do you think has influenced you the most when it comes to how you approach your work? 

A: I definitely think Josh has. He’s awesome because he lets you do things the way that you want to do, but he also is there to answer any questions that you have and can give advice. Josh is really good with handling clients and making sure they’re happy.  He’s also great at reminding you to keep things as simple as possible and you don’t waste time on little unnecessary tasks. So I think that having Josh as a mentor and a boss, as we’re building out these new processes, has influenced the way that I attack new projects and manage my time in the office.

Q7: What is one thing that has made you successful? 

A: I just want to know everything about everything. I love learning. I was willing to ask for new experiences and responsibilities, even though they were outside my designated duties, simply because I wanted to learn. There are so many resources out there, especially for digital marketing. Free classes or videos and often you can get certifications for them too. So be proactive and learn as much as you possibly can, about as many areas as you can, because there’s so much overlap and being well rounded is going to help you out so much. Having that understanding of how everything works together is going to help you perform better in your area.

Q8: What is the best advice you’ve ever taken? 

A: There’s two things that come to mind. The first is that if you’re ever getting overwhelmed with how many things you need to do, instead of stressing, just get started. Start with one little task and once you get going it’s so much easier to get into a rhythm. Just open up the computer and start on the first task you see. Then before you know it, a few hours have gone by, and you’ve gotten a lot done. 

I think the second goes hand in hand with that. Always look for ways that you can automate or simplify what you’re doing. One of the things I’ve done at Big Red Jelly is take the tasks that I’m doing repetitively and find ways to simplify them. For example, Zapier is a tool that we use a lot at Big Red Jelly.  That has saved us so much time because it allows you to connect so many different things like Facebook ads, Google Sheets, sending emails and so much more. It allows you to automate a lot of those processes. On top of automating, find ways to simplify what you’re doing down to the essentials. So, keep it simple and avoid unnecessary work and just get started.

Q9: When you’re faced with a creative block how do you keep innovating? 

A: When I have a block I look at the competition and I see what everybody else is doing. And I’m competitive so that motivates me to find a way to do it even better than they are. 

Q10: How do you prevent burnout? 

I think, for me personally, by making sure that I can switch my tasks up. Since I am involved in a lot of different areas, social media, design, and online advertising, I can break up those tasks. I can say, “Okay, I’m going to do design. All right, now I’m going to focus on social media for a little bit because I need to break through this. Okay, now I’m going to do my online ads.” Just finding ways to break up your tasks really helps so that they don’t become mundane. That’s my biggest advice. 

Also, it’s okay to take breaks. If you are not being productive, that’s okay to take a little break to grab lunch or a drink, or something to get away for a bit and let yourself refocus. I think that’s one thing that I had a hard time with and still do. Sometimes you feel like you have so much to do that you don’t have time to stop. But you unfortunately can’t operate at 100%, 100% of the time so it’s okay to take a break and refocus.

Q11: What inspires you in what you’re creating? 

A: There’s a lot of creators out there that I’m following on social media or I subscribe to their email lists. I always keep an eye out for what other people are doing. Then anytime I see social media posts or designs that I like I screenshot it and make little notes about the elements I liked and ask myself “How can I tailor that to fit my needs? How can I do it even better than they did?”

Q12: What is one of the experiences that helped you grow the most? 

A: There are two things that I can say. The first is that I’m the kind of person that likes to research and have all my questions answered before I get started. It can be scary when you don’t feel like you know what you’re doing, but I think that Big Red Jelly has helped me overcome that. When I first started they threw me in the deep end and watched how I handled it. But I learned so much by just jumping in.

The other experience that has helped me grow comes from those times that we didn’t perform as well as we had hoped for a client. As sad as we were to lose them, it helped us to regroup and say, “Okay, what was the problem? Why was this client unhappy? What do we need to do better next time?” We are able to take that feedback and hone in our processes to make sure that we can give all future clients the service they want and deserve.

Q13: What are you learning now and why is that important?

A: One thing I’ve personally been looking into is video and what makes “good content”. Videos overwhelmingly have the highest engagement and many prefer them. I was actually reading an article the other day that said Facebook timelines have changed so much.  They’ve cut out a lot of the regular posts and are prioritizing videos. People spend more time on the app if they are watching videos rather than quickly scrolling through images or captions. These platforms want you to spend as much time as possible on their app so it makes sense that they would show you videos more. Because of the importance of video, that is actually a new service that we are currently working to bring to Big Red Jelly.