Theory
What happens in a person’s mind when they encounter a brand?
There are three steps.
Recognition (me)
When you walk into a store or a restaurant, you discover a website, or get a slaes call, you wonder…
Do I feel welcome? Do they work with people like me? Do they understand my situation, my goals and my problem?
A small thing could make you answer “no”, and it’s over.
Perception (them)
OK, it could be for you. But who are they and what do they propose?
Can I work with them? Do I trust them, respect them? What do I compare them to? Do I understand their solution?
The most common red flag is that you don’t understand fast enough. Lack of trust is second.
Projection (future)
They seem to know what they’re doing and you get their offer. You imagine the future…
What will it be like? How complicated will it be? How will I feel? Will I be happy? What will I avoid? What will I gain?
Sometimes it just seems too complicated. Resistance to change can make you underestimate your probem or the potential benefits.
Evaluation (worth)
Then, and only then, will you evaluate their solution.
What does it cost? Is it worth it? Which option is best for me?
Four levers strongly influence your perception of the offered value.
“Wow. That was eye opening!”
How do we build a story that brings our ideal customer through these steps?
Let’s dive into the Storybuilding method.
How should we work together?
Narrative Diagnostic: Assess your current story
Rapidly assess how the organization’s story is told today, where it fragments, and where gaps exist.
Identify why campaigns fail to connect, helping teams avoid wasted spend and missed engagement.
Story Spine Sequence: Build the company's story
Define the company’s story spine that aligns leadership and sets the foundation for all messaging.
Build the shared narrative that improves targeting, sharpen positioning, and create the foundation for stronger client engagement, which improves downstream conversion.
Narrative Readiness Pack: Turn the story into a plan
Translate the strategic narrative into a usable guide for teams and partners.
Ensure agencies and sales/marketing teams can engage prospects consistently, improving first-touch connection and downstream conversion.