Speaker 1: Every story has a hero and every video needs a story. Today I'm going to teach you how to make this work. Coming up on Frame 316 Media. Welcome, welcome to a new video. And today I'm going to share brand storytelling tips for video marketing. And as I have mentioned in the intro, every story has a hero. But in business storytelling, how do you come up with a hero? In times where a majority of customers see brands as the antagonist or the villain, it's probably too hard to come up with a hero for your brand and for people to watch you. First, let's look at the three types of stories for three types of companies. When the company is the protagonist, we call this a resource-centric story. This is the most common type of company because what company will not want to have their own brand as the focus of the story? You would often hear this company talk about how good they are, how they are the best at what they do. You know, don't get me wrong, I have nothing against these companies. It's how they prefer to do things and they have gained a lot of success in doing this type of storytelling. So, all good. When the product is the protagonist, this is a product-centric storytelling. Not all products can have a story attached to them, nor is it easy to craft a story that centers around the product. But for fast food brands, it's a norm to focus on the product in their storytelling. What if the customer is the protagonist? This is what we call a service-centric storytelling. And in my opinion, this is the type of storytelling that is the most relevant to the customers who would listen to your stories. The protagonist that I'm talking about is the hero of your story. There is no right or wrong way to doing this. You need to do this in a way that your customers will root for that hero. The point of a story is to create empathy between the audience and the hero. Remember that. And to create this empathy, there must be a core value ascribed to that hero. If your hero is the company, your core value should be the human beings that make the company great or the desire of the company to provide value. You should not stop at pointing to the company as the absolute source of value. A great company will only be as great as its people. And this has to translate into the stories that you tell. When the product becomes your hero, it is more challenging to attach a core value to an inanimate object. Because in reality, we don't easily connect to objects. But it doesn't mean that you can't make this work. Let's say your product is something that people can wear. You would most likely talk about comfort. But the value does not rest on comfort alone. You can talk about the people's work culture to ensure that the customers would enjoy the comfort as being promised in your story. Now going to service-centric storytelling where the customer is your hero. This is probably the most compelling story that you can tell. Why? Because you're making your story about the person who is watching it. It's their journey. It directly relates to their behavior and it talks about a better version of themselves. It's a reality that they can relate to. So if you have a video marketing on your list of strategies, I would encourage you to work on a service-centric storytelling approach. How can you make this work? You start by looking at the brand from the point of view of the customer. You will see things through their lens, not through yours. Are you a real estate agent? Talk about the decision-making process of most successful buyers. What do they have to go through? Who do they need to talk to? And how do they look for properties to buy? When I say talk about, I do not mean preach to them. That is exactly the opposite when you start preaching in the tone of, you should do this. You become the hero, not your customer. Do you do product design? Showcase your designs visually, but include a story about the creative process that happens in the back end. How did you come up with that design? And why did you choose that direction? Are you a social entrepreneur? There's a lot of stories that you can do that can resonate with your viewers and customers, especially when you have a social cause and you're creating a video that would invite other people to join your cause. You can easily jump into what is that common belief that you share with your audience, why the world needs changing and why each of your roles matter in achieving that change. It all starts with asking the right questions. Make sure to watch the video that you see on your screen right now to have a better understanding of what type of questions you should be asking to be able to tell better stories. I hope you're all fired up for your next marketing video. If you need help in this area, please feel free to reach out to us on our website, frame316.com or on the comment section below. We would be glad to help you in any way. If you're finding value out of this video, please make sure to subscribe and hit the notification bell so you wouldn't miss out on videos like this in the future. So, it's time to go to work. It's your time to grow. Thank you for watching and see you on my next videos.