Business of Story #350: How to Craft Your Brand Story Strategy With the Story Cycle System™
Mar 14, 2022
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Story Cycle Is A Strategic Framework
- The Story Cycle is a ten-step strategic framework for brand narrative, not just storytelling technique.
- It maps to the ABT (And, But, Therefore) three-act structure to guide what stories to tell and when.
Start By Defining Your Customer Hero
- Act One (Back Story, Hero, Stakes) defines your category position and centers your number-one customer as the hero.
- Use ABT statements to humanize your functional position and show how you fulfill their emotional wish.
Turn Disruption Into Your Value Proposition
- Act Two (Disruption, Antagonists, Mentor, Journey) highlights the problem and positions your brand as the mentor.
- Identify disruptions, villains, fogs and crevasses to craft your unique value proposition and customer journey stages.