“It actually works, I landed a new client with our 16-second story!”

A Story with a Happy Ending
I wasn’t surprised, but she was. When I was on-site for a video shoot at a client’s office, one of the managers, Kim, stopped me to tell me her story. She explained that the day after we had introduced the 16-Second Story cards to their team at the rebranding launch, she was sitting next to a stranger on a plane who asked her what business she was in.

Kim told me, almost apologetically, that she would usually ramble something and assume that the listener wouldn’t be interested. Instead, she shared their company’s 16-Second Story, which begins with a problem people are facing.

The stranger explained that he felt the same frustration Kim described and wanted to learn more. Kim was able to expand on the unique way her company solves the problem with the company’s brand promise she had learned at the rebranding launch. Without pushing or being sales-y, he gave her his contact information for a sales consultant to schedule an appointment.

Forget the elevator pitch. A clear, authentic story is attractive.

Every Employee is in Sales
Your employees help sell your company. The manager in the story above is not expected to bring in new sales. Imagine: your employees are equipped to succinctly tell people what they do in a way that is easy to share and attracts ideal customers–your whole team becomes a salesforce.

Employee engagement is a big topic as more research demonstrates that when employees buy into your company’s mission, there is lower turnover, increased efficiency and — what is critical to building brand loyalty–improved customer service. Mark Duckler in his article, Marketers Need To Guide Employee Brand Engagement, he points this out:

Engaged employees can be some of the most effective marketing resources. Today’s consumers don’t trust traditional advertising, but many are willing to trust employees. The 2013 Edelman Trust Barometer found that 49% of consumers believe employees are a credible source of information about their employers.

Simple but hard to do.
Here’s a test: Ask each of your salespeople how they would answer the question: “What do you do?” How does the company leadership answer it? If you’re like most companies, you have as many ways to answer it as you have employees. Or, everyone is saying the same, boring, vague message.

One of the hardest things to do in your own business is to succinctly tell others what you do in a clear and creative way. Bring in someone from the outside: a coach, brand consultant, or skilled marketer to take you through the process. Nailing a great compelling 16-Second Story takes a mix of digging, discovery and creative juice.

Building a 16-Second Story
1. Zero in on a fairly universal problem that your prospective customers are facing and attach a word that captures an emotion.
2. Solve the problem with your unique solution or your brand promise.
3. Wrap it up with your customer’s successful resolution.

Here’s an example (ours):
1. (Problem) Businesses are losing revenue with an out-dated or amateurish look and an unclear message.
2. (Solution) We have a process that transforms them with a remarkable look and clear message,
3. (Successful Resolution) so they’re attracting their ideal customer and increasing sales.

Once you’ve done the work, tested and tweaked it, you have the opportunity to build it into your company’s message. Make it a part of your culture. When your team is sharing your unique message with confidence and consistency, you’re building a strong, memorable brand.

New Brand or Old One
Whether you’re looking into a brand refresh or a complete rebranding overhaul, a 16-Second Story is a critical part of the project’s success. It’s a mistake to think that a new logo will be all you need to attract new customers and send the message you want. Everyone on your team needs a unique and clear message to share with the new logo.

You don’t need to be rebranding to develop your 16-Second Story. Your product or services are not for everyone: win by attracting your ideal customers.

 

About Identity Creative:
We’ve been bringing big-brand-thinking to small business since 1993. Your brand will make or break you today. Make it remarkable!
Send an email or give a call if you’re frustrated with a bland brand message. We’d be thrilled to help you tell your 16-Second Story!