Brand content planning (full exercise)

Summary

This video script outlines a brand narrative exercise used in workshops to create compelling content for brands. It emphasizes treating brand content like a TV show, with plots, characters, and events, to engage audiences on platforms like Instagram, TikTok, and YouTube. The speaker provides real-life examples from brands like Represent and Poppy, illustrating how they use narrative structures to build their brand stories and content plans, ultimately blending entertainment with marketing strategies.

Takeaways

• 📚 The video discusses a brand narrative exercise, which is a method to help brands create compelling content by treating their brand story like a TV show with plots, sets, characters, and narrative devices.
• 📺 Brands should consider their content through the lens of entertainment, given that short-form media platforms like Instagram, TikTok, and YouTube dominate consumer engagement and advertising.
• 🏠 The script mentions the importance of identifying brand 'sets' or locations where content is created, which can include both regular and one-off places that add to the brand's story.
• 👥 It emphasizes the role of 'characters' in a brand's narrative, including the brand's team, community, influencers, and even competitors, which contribute to the unfolding story.
• 📈 The exercise involves mapping out 'plot devices' to create drama and engagement, such as events, cliffhangers, and narrative connections that resonate with viewers.
• 📝 The process includes creating a content plan that aligns with the brand's narrative, with a focus on 'Fame Builders' or major events, seasonal stories, series, specials, and ongoing content.
• 🎯 Brands are encouraged to think about their 'opponents' or competitors to position themselves effectively in the market and to create a sense of conflict or challenge in their narrative.
• 📈 The script provides examples of brands like Represent and Poppy that have successfully implemented narrative strategies, using characters, events, and plot devices to engage their audience.
• 🛠️ The exercise is designed to be adaptable, whether for an individual creator, a brand, or an agency, and can be conducted with various tools from whiteboards to digital platforms.
• 🔍 The importance of understanding and leveraging the brand's 'origin story' is highlighted, as it provides a foundation for the brand's narrative and can be revisited for content creation.
• 🌟 The video script concludes with a call to action for viewers to apply the exercise to their own brands, emphasizing the value of the process in creating a compelling brand narrative.

Q & A

What is the main purpose of the brand narrative exercise discussed in the video?

The main purpose of the brand narrative exercise is to help brands create compelling content by treating their brand story like a TV show, identifying key plot points, characters, and settings that can be used to form a narrative and then plan content and marketing strategies around it.

Why should brands view their content like a TV show?

Brands should view their content like a TV show because short-form media platforms like Instagram, TikTok, and YouTube dominate consumer content creation and advertising. People now engage with this content in a way that resembles traditional entertainment, and brands need a narrative to stand out and connect with their audience.

What are some examples of brands that have successfully used a narrative approach in their content strategy?

Some examples of brands that have successfully used a narrative approach include Midday Squares, which uses spirit animals to create a reality show-like content, and Alexis Patar, which created a fictional world with characters and drama to engage its audience.

What is the significance of treating short-form media as entertainment?

Treating short-form media as entertainment is significant because it aligns with how consumers currently engage with content. By creating content that is entertaining and engaging, brands can better capture the audience's attention and compete with the plethora of content available on social media platforms.

How does the concept of 'fame builders' fit into the brand narrative exercise?

'Fame builders' are significant events or initiatives that a brand plans to execute once or twice a year to gain the most attention possible. They are part of the year anchors in the content plan and are designed to be major milestones that push the brand's agenda forward.

What are the five key components of the brand narrative exercise?

The five key components of the brand narrative exercise are Plot (the events happening with the brand), Devices (plot devices used to create drama or connections), Sets (locations where content is filmed), Characters (people involved in the brand's content), and Community (customers and other individuals making content related to the brand).

How can brands use the concept of 'series' in their content strategy?

Brands can use the concept of 'series' to create recurring content that their audience can follow and engage with regularly. This could include consistent themes, styles, or topics that are released on a set schedule, much like episodes of a TV show.

What is the role of 'specials' in a brand's content plan?

'Specials' in a brand's content plan are one-time or occasional content pieces that are outside of the norm. They are used to try something new, create a buzz, and provide a break from the regular content routine while still aligning with the brand's narrative.

How can brands identify their 'pillars' in content creation?

Brands can identify their 'pillars' by determining the core concepts or themes that they consistently return to in their content. These pillars are the foundation of the brand's content strategy and are the elements that resonate well with their audience and contribute to their brand narrative.

What is the importance of involving the brand's community in the content creation process?

Involving the brand's community in the content creation process is important because it fosters engagement, loyalty, and a sense of belonging among customers. It also provides the brand with user-generated content and insights into their audience's preferences and behaviors.

How can brands use the concept of 'enemies' or 'allies' in their brand narrative?

Brands can use the concept of 'enemies' or 'allies' to position themselves against competitors or in collaboration with partners, respectively. This helps create a story of struggle, triumph, or partnership that can resonate with the audience and give the brand a clear stance in the market.