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Is Your Brand Batman or Bruce Wayne?

Telling your brand story http://wildfireperformancemarketingcomHave you ever done the exercise where you are supposed to look at different ways to think of your business or your brand? The way it works is you answer different questions about your brand…

For example, if your brand were a color, what color would it be?

Or, if your brand were an animal, what animal would it be?

Or, if your brand were a superhero which one would it be?

I’m going to let you skip over all that, and lets just cut right to the chase – is your brand Batman or Bruce Wayne?

Why? Actually, Bruce Wayne tells you why himself…

In the film, ‘Batman Begins’, Bruce Wayne said, “People need dramatic examples to shake them out of apathy… As a man, I’m flesh and blood. I can be ignored. I can be destroyed. But as a symbol, I can be incorruptible. I can be everlasting.

I found this on an interesting article written by David Berkowitz, on Social Media Insider – which is what got me thinking about your brand, and whether your brand is Batman or Bruce Wayne

David goes on to ask an interesting question… He says that one of the big problems we have now – as businesses, as brands and as content producers – is how social media has changed the user experience.

It used to be that you could just write an article – do a little tweeting or put a link to it on Facebook, and you were pretty much guaranteed to get some traffic to your blog or Website.  The problem is, thanks to social media, people are used to getting content in real time…

If you’ve been on twitter or Facebook, you know this… People will tweet about where they are and what they’re doing… They’ll post a photo of the restaurant they’re at, or the people they see… Celebrities take you behind the curtain of their celebrity – they may post what’s going on before they go onstage, or during a photo shoot or even while they’re breaking up with a partner…

But what if you’re NOT a celebrity? Or you don’t have the time to tweet about what you had for breakfast?  (Or nobody cares what you had for breakfast…)

So the question becomes, how do you give your target market what they want, without going crazy trying to create real time content?  (And don’t forget the second part of this equation – that your content needs to be relevant, interesting and important to your target market…)

One of the ways to do this is to tell a story.

Just like the story of Batman and Bruce Wayne… Or the story of Wonder Woman and Diana… Or Superman and Clark Kent.

You need to tell the story of your brand in the same way Bruce Wayne’s story becomes that of Batman…

Let’s take a quick look at that story – it’s actually one of the main plot stories… Hero starts out as a regular character… Not very heroic – in fact, sometimes kind of bland and boring… Something happens – in Bruce Wayne’s case, his parents are murdered in front of him, and because he’s a child, he can’t do anything to save them… This creates in him a need to protect the innocent and beat the bad guys… Which he goes on to do, by wearing a bat costume and having better toys than James Bond…

So how do you tell your brand’s story?  Start by deciding if your brand is Batman or Bruce Wayne… (Hint: Your brand wants to be Batman…)

Remember what Bruce Wayne said: “People need dramatic examples to shake them out of apathy… As a man, I’m flesh and blood. I can be ignored. I can be destroyed. But as a symbol, I can be incorruptible. I can be everlasting.”

So, now you know your brand should be Batman.  How are you going to tell your brand’s story in a way that is dramatic… that shakes your target market out of their apathy? How are you going to tell your brand’s story in such a way that it stands out and is everlasting?

Here are some things to keep in mind when telling your brand’s story…

1. Keep it simple. People repeat the stories they understand, relate to and can repeat.

2. Think of what part of your story could be told in such a way that it goes viral. (To go viral, at least a part of your story needs to be simple, grab someone’s emotion, and be specific – something that your target market can relate to…)

3. Use photos. Good images can help someone ‘get’ your story right away.

Like this article? Want to see more? If you’ve got questions about how to tell your brand’s story, or how you can use storytelling in local internet marketing for your business, just leave a comment below and I’ll be happy to answer your questions.

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One Response to “Is Your Brand Batman or Bruce Wayne?”

  1. Joy Insko says:

    Enjoyed reading through this, very good stuff, appreciate it. “All things are difficult before they are easy.” by John Norley.

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