Storytelligent | Brand Storytelling with Bryce McNabb

In this episode, we continue of our conversation with award-winning branding expert Mike Jones, and dive deeper into the essence of remarkable brands. Host Bryce McNabb and guest Mike Jones, CEO of Resound, explore the fundamental components of your brand DNA and how to unearth it. Discover the importance of identifying your brand by understanding your ideal customers, embracing your core uniqueness, and polarizing to magnetize your audience. Explore the three vital components of your brand DNA: core values, personality, and story. Learn how to harness your visual and audio identity to amplify your message and embrace a big vision. Tune in to this episode for invaluable insights into crafting an authentic and remarkable brand. 📕 Grab a copy of Mike's book, You Are Remarkable, here: https://shorturl.at/jotO4 💻 Visit Mike here: https://resoundcreative.com/ CONNECT WITH BRYCE AT ⁠⁠⁠BRYCEMCNABB.COM⁠⁠⁠ ⁠⁠⁠Turn Strangers Into Advocates [FREE Guidebook]⁠⁠⁠ ⁠Brand Story Fundamentals: Crafting an Authentic Customer Testimonial [COURSE]⁠ ⁠⁠⁠Linkedin⁠⁠⁠ ⁠⁠⁠YouTube⁠⁠⁠ ⁠⁠⁠Instagram⁠⁠⁠

Since Episode 32 we've been focusing our attention on storytelling, and even looking outside our organization for clarity on who we are, now it's time to focus inward and turn our attention to the other half of brand storytelling, the brand. Once again, I wanted to introduce you to an expert in this arena, Mike Jones. Mike works directly with accounting firms and other professional services businesses to unlock their remarkable brands through his award-winning branding agency, Resound - established in 2009. So if anyone can help us learn about brand, it's him. Remarkable brands require authenticity and a die-hard commitment to values & purpose. Mike passionately preaches these beliefs as author of the book, You Are Remarkable: How To Unlock Your Authentic Brand To Win Loyal Customers as well as his two podcasts, Resoundcast and AZ Brandcast. 🎧Tune in to part one of our conversation where we explore why a brand is important, even for small firms, and what exactly a brand is. CONNECT WITH BRYCE AT ⁠⁠BRYCEMCNABB.COM⁠⁠ ⁠⁠Turn Strangers Into Advocates [FREE Guidebook]⁠⁠ Brand Story Fundamentals: Crafting an Authentic Customer Testimonial [COURSE] ⁠⁠Linkedin⁠⁠ ⁠⁠YouTube⁠⁠ ⁠⁠Instagram⁠⁠

I've been talking a lot about using customer testimonials to glean customer insight. But what exactly is customer insight? So I felt it appropriate to invite an expert, my friend and colleague, Gina Fong, on the podcast to explain. Gina, an esteemed assistant clinical professor at The Kellogg School of Management, takes us on an eye-opening exploration of her role as a consumer anthropologist. Learn how Gina's unique approach uncovers hidden motivations, fears, and desires that go far beyond mere data points. 🎧Tune in to gain practical strategies for coaching introspection, connecting on a profound level, and truly understanding the audience you aim to serve. Elevate your marketing game with this thought-provoking episode of Storytelligent. ONE WEEK LEFT to save 30% off the course, Brand Storytelling Fundamentals: Crafting an Authentic Customer Testimonial. Enroll here: https://brycemcnabb.com/course CONNECT WITH BRYCE AT STORYTELLIGENT Turn Strangers into Advocates [FREE Brand Storytelling Guidebook] YouTube LinkedIn Instagram Website McNabb Storytelling Website

We are ONE WEEK AWAY from the release of my first course: Crafting an Authentic Customer Testimonial. This course will train you on the foundation of brand storytelling, and teach you my Emmy-winning formula. Register here: https://brycemcnabb.com/course In this episode, I’m giving you a sneak peak into the course. Because it's not the process and steps alone that will make you a great storyteller. It's the mindset from which you carry out the process. The attitude from which you do the work, that's what will truly set your stories apart. Without the right mindset, you won't dig for the meaning required to raise your story to the next level. And without the right mindset, you won't be able to establish the trust you need to tell these stories. Whether that be trust from your team, clients, leadership, or the story subjects themselves. You’ll Learn The role of the storyteller is that of a servant and shepherd. The responsibility of the brand storyteller is to be a source of blessing and honor. The concept of Planned Authenticity Stories are tools of empathy & understanding Marketing is relationship building at scale. You must reward the audience for their attention. Life is based on cycles. CONNECT WITH BRYCE AT STORYTELLIGENT ⁠Turn Strangers Into Advocates [FREE Guidebook]⁠ ⁠Instagram⁠ ⁠YouTube⁠ ⁠LinkedIn⁠ ⁠Website

As we ramp up to our release of the first Storytelligent course: Crafting an Authentic Customer Testimonial, I wanted to touch on the 7 most common mistakes I see made in regards to customer testimonials so you know to avoid them. These are issues I repeatedly run across through my work that 1. Prevents testimonials from being made 2. Slows down production 3. Dooms the success of your testimonials from the beginning While customer testimonials are extremely valuable, we need to make sure we're approaching them properly, so we get the most value out of our, and our client's, efforts as possible. And we are TWO WEEKS AWAY from the release of my first course: Crafting an Authentic Customer Testimonial. This course will train you on the foundation of brand storytelling, and teach you my Emmy-winning formula. Register here: https://brycemcnabb.com/course CONNECT WITH BRYCE AT STORYTELLIGENT Turn Strangers Into Advocates [FREE Guidebook] Instagram YouTube LinkedIn Website

Last week I introduced you to my 5-step brand story framework. BUT -- I failed to put it in context and show you what a brand story looks like. That's exactly what I'll be doing in this episode. Because a common misconception regarding brand stories is that companies believe it's "their" story. So I wanted to help give you a solid understanding of: - what a brand story is - the two parts of your brand story - and which part you need to tell first. Then we listen to a clip from a workshop led by Larry McEnerney, the former head of the University of Chicago's Writing program, as he brilliantly delivers the program's brand story, and I show you how it lines up with my 5-step framework. And I have a special announcement! I've put together my first course: Crafting an Authentic Customer Testimonial. This course will train you on the foundation of brand storytelling, and teach you my Emmy-winning formula. Register here: https://brycemcnabb.com/course CONNECT WITH BRYCE MCNABB AT STORYTELLIGENT Turn Strangers Into Advocates [FREE Guidebook] Website LinkedIn Instagram YouTube

Continuing where we left off, I finish my 3-part definition of what a story is, and give you the long-awaited 5-step brand story framework. This episode is packed with information, and I know you’ll get a lot out of it. But, the icing on the cake is unveiling the 5-step brand story framework! Join me as we explore the crucial components of a captivating story: theme, conflict, and more. If you'd like a copy of the framework for a handy reference, ⁠⁠you can download it here⁠⁠. I'm genuinely excited to see how you apply it to your own stories. So, if you use the framework as your storytelling guide, don't forget to share a link with me! I can't wait to witness the incredible work you'll create. Get ready for storytelling magic in this power-packed episode! === CONNECT WITH BRYCE ⁠⁠LinkedIn⁠⁠ ⁠⁠Instagram⁠⁠ ⁠⁠YouTube⁠⁠ ⁠⁠Website⁠⁠ ⁠⁠Turn Strangers Into Advocates [FREE Guidebook]⁠⁠

What makes a story a story? What exactly is it? How would you define it? And why is it that some stories succeed and others just flop? As I continue to get back into the swing of things, focusing on first principles of brand storytelling, it just seemed appropriate to cover storytelling and give you my 5-step story framework. Unfortunately (or fortunately?) we actually don't make it to the 5-step framework in this episode, and we'll cover that next time in part two. In this episode, we look at what a story is, and why it is the way it is. Basically, we define stories and begin to look at story structure and how they're shaped. We unpack how stories are a model for life, the underlying moral equation we all believe in, and the 3 C's of storytelling. CONNECT WITH BRYCE AT ⁠⁠BRYCEMCNABB.COM⁠⁠ ⁠⁠Turn Strangers Into Advocates [FREE Guidebook]⁠⁠ ⁠⁠Linkedin⁠⁠ ⁠⁠YouTube⁠⁠ ⁠⁠Instagram⁠⁠

Are you struggling to form a lasting relationship with your audience? Wondering how you can win over their hearts and minds? In this episode, we uncover the power of storytelling and how it can help you create deep connections with your audience. Discover the secrets to crafting authentic content that resonates with your audience and keeps them engaged. Plus, learn how to strategically cater to the different stages of your content funnel, so you can provide the right information and satisfy their evolving expectations. Learn how to build meaningful relationships that stand the test of time! CONNECT WITH BRYCE AT MCNABB STORYTELLING ⁠Turn Strangers Into Advocates [FREE Guidebook]⁠⁠Instagram⁠⁠YouTube⁠⁠Twitter⁠⁠Website ============ MUSIC ============ Music sourced from the Free Music Archive (FMA) Song 1: Eigenheimer - Troost voor degene die Song 2: Eaters - Co-Axial Escapement Licensed under Attribution 4.0 International License: https://creativecommons.org/licenses/by/4.0/

What if there were templates out there to help you tell better brand stories faster? Well, I found them (all five, in fact) tucked away inside of the depths of a book so massive, you can use it as a step stool: Christopher Booker’s The Seven Basic Plots. In this episode, I’ll take you through my own journey to discovering this incredible resource, the two plots you can ignore, and go over the five plots that I use to shape my brand stories. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

In episode 29, I talked about the pros and cons of documentary films, looked at some case studies, and explained how the medium itself is the message. In this episode, we’re diving deeper into exactly WHY documentaries are so powerful. Have you ever felt so immersed into a tv show or a movie that you sobbed, or your palms began to sweat, or you found yourself literally on the edge of your seat? Of course you have! What’s up with that? Consider this episode as a look at your brain on film. Prepare to have your mind blown. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

If you need to change minds, make documentaries. Documentaries have the unique power to cause significant attitude and belief change. For example, the documentary, Food Inc., has caused thousands of people to change their eating habits. Why do documentaries have this power? Because they signal to the audience that everything in the documentary is truthful and transparent. In this episode, I will be talking about some pros and cons, how the medium itself is the message, and end with a statement about ethics. Two weeks from now, I will talk about how a film and story impacts your brain. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

If we’re to make a significant impact, we have to realize that we’re not always fighting for the attention of a distracted audience. The goal is to catch a distracted audience, establish a relationship with them, gain their trust, and turn them into a captive audience. It’s the captive audience that we’re able to influence. This episode (as most do) came from a personal frustration. I had yet another conversation with a digital marketer proclaiming that in order to be effective, videos must be 6 seconds. Not sure about you, but I’ve never heard of a single 6 second video that’s inspired radical lifestyle change, overturned court rulings, or even changed corporate policy. I know of several 90 minute documentaries that have achieved that. And yet, once we’re inside a marketing bubble, we ignore common sense, and parrot on about short attention spans and the need for videos to be no longer than 6 seconds. In this episode, I want to unpack the difference between a distracted and captive audience, why our goal should be to build (and cater to) our captive audience, and why long-form documentaries are superior to 6 second videos. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

To have a successful brand, it is important to build a genuine relationship with your customers. And the key to a genuine connection is authenticity. However, sometimes people sacrifice authenticity for a mistaken sense of professionalism. Too many marketers seem to assume that customers want to see something overly polished and buttoned up, when often, customers are hoping to connect with something real. Ironically, the more a brand strives to look professional, the more plastic and cold it becomes, and the further it distances itself from forming a genuine connection with its intended audience. This episode I’ll help you identify these barriers to connecting with your audience so you can properly remove them, and build a more authentic, meaningful brand. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

What exactly does brand storytelling include? What’s the purpose? In this episode, I’m going to connect the dots from prior episodes and explain how brand storytelling is a methodology. It’s not merely cinematic marketing or telling stories all the time. It’s a marketing approach that covers the continuum from brand strategy (defining your story) to content marketing (telling that story). By using your customer’s story as an empathy tool, you can design a truly customer-centric brand built on loyalty and trust. Isn’t that what we all want? CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

Have you ever had an idea for a story, but weren’t sure how to get started with writing it? If so, this episode is for you. Today I’m diving into story structure. Once you have your theme, you’ll need to start building the spine of your story through the rule of thirds. Whether your story is 6 seconds or 60 minutes, this same framework applies. By following a 3-Act structure and changing emotional poles, you’ll keep the audience engaged. I’ll be discussing how long to make each act, what must occur in them, and how this pattern recurs throughout stories based on the length. REFERENCES Story by Robert McKeeSave the Cat by Blake SnyderThe Story Grid by Shawn Coyne CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

I recently talked about busting the short attention span myth by creating engaging content, but didn’t dive into how to do it. So, today I’m answering the big question: How do you create emotionally engaging content? How do you transform your material from a boring list of information into a powerful, meaningful human story? It starts with identifying the controlling idea and primal theme. In this episode, you’ll learn how to choose them and utilize both to build a sticky message your audience will internalize. Whether you’re a marketer, business owner, or storyteller, this episode will help you make smarter decisions about what to include in your story to make the impact you want in the world. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

What story should you be telling when you start your business? Should you “start with why”...or does that spell financial disaster? Today I’m discussing where to start with brand storytelling when you have a new business. These stories will build your foundation, attract customers, and secure steady business growth. I’ll be reviewing the 5 Levels of Brand Development I discussed last fall and dive deep into how to build your Level 1 Brand. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

What should you do with your brand film after you make it? Most people say “post it on our website”....but is that a smart strategy? How many people will type in your website address, show up and watch it? It's often not as many as you hope. Is there a better way to get more mileage out of your brand film? Quick answer: YES. Instead of passively posting it on your website and hoping it will be a “marketing magic bullet,” let me offer a new strategy: put it in a funnel. In this episode, I discuss how to get more eyes on your brand film and structure your funnel around what already works in your sales process. If you already have a brand film, you’ll learn how to make it work harder for you. If you’re thinking about making one, this will inspire you about how to leverage it for the largest reach. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite

Do we really have shorter attention spans now…or is something else going on? Ever since Microsoft Canada released their paper stating that human beings have shorter attention spans than goldfish, marketers have become obsessed with attention spans. But here’s the truth: You are not a goldfish. The Microsoft presentation got that information from a company called “Statistic Brain,” and those statistics could NEVER be verified by multiple sources. The goldfish myth has been debunked. In this episode, I explore the real issue: We don’t have short attention spans – we have access to an overwhelming amount of content. So what does that mean for our marketing? Listen to this episode to find out. CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook]InstagramYouTubeTwitterWebsite