What is a Brand Script, and Why Does My Company Need One?

What do you do for a living?

That question either sends your mind into a frenzied panic, or you know exactly what you’re going to say. 

If you’ve asked someone that question, you’re either met with a 20-minute monologue or a simple sentence. That’s the difference between knowing your company’s brand script and not having one.

Don’t panic if you don’t have a brand script. It’s never too late to make one, and your business will benefit from it!

Why is a brand script so important to your company?

Sure it saves you a few words when you’re explaining what you do to a friend, but why should you put company time toward writing a script, especially if it’s never going to be a Hollywood blockbuster? 

Similar to a mission statement, a brand script gives clarity to your company’s purpose. It gives you a vision for your company and defines who your target audience is. It’s more than just a word saver; it’s a company saver.

When you can identify your target audience and clearly define what your company does in one concise sentence, everyone will be on the same page and ready to execute tasks with clarity and precision.

A brand script has a long-term benefit for businesses. It may take time to craft your story perfectly, but once you have it, your company will flourish.

It will also bring your team together as you all work toward a common goal. It will force you to flesh out the details of the business that you’ve purposefully left in the corner collecting dust. Put in the work now so you don’t suffer from a lack of clarity in the future.

How do you start writing a brand script?

So, you’ve decided to write a brand script. Congratulations! Your company will thank you later.

The most difficult part of writing is the ominous blank page. Where do you start? That blank page could stare at you for hours. Instead of letting an inanimate object deter you from improving your company, write something down. Write anything. It could be terrible, but that’s why you have a delete button on your keyboard. You just need to get the ideas flowing.

Here are 7 key factors to get you started on your brand script.

7 Elements to Writing a Brand Script

Identify your main character.

The most important thing to remember when you’re writing is that your client is the main character, not your company. 

Think of the Lord of the Rings trilogy. In the books, Frodo Baggins is the main character. However, someone who helps him throughout the story is Gandalf the Grey. Similarly, your client is the main character, and your company is simply the guide that helps them reach their destination.

It’s easy to write a story about yourself. It’s not easy to write a story about someone else, especially if you don’t know who they are.

We’ve already established that your main character is your client. But how do you write a story about a stranger? If your company has an effective marketing strategy, then your client is not a stranger. In fact, they’re someone that your marketing team should be very familiar with– your target audience.

Identify the problem.

Once you’ve identified your company’s target audience or main character, you know exactly who you’re writing about. Your target audience is who you’re trying to reach with your product or service. They are trying to accomplish a goal, and your product or service will help them achieve it.

Instead of focusing on what your company does, hone in on why it exists: customers. Delve into the mind of your customer. What are their motivations, needs, and goals? When you tap into your customers’ mindset, you can accurately identify their needs for what your company provides.

When you identify the problem, you also need to identify the villain. The villain is not your competition. The villain is what your company tries to provide a solution for. It’s whatever is hindering your customers from reaching their goals. Think of all the popular stories like Star Wars and Harry Potter. Would Harry have been a hero if it weren’t for Voldemort? Would Luke have saved the galaxy if Darth Vader weren’t threatening it?

There’s no need for a hero if there isn’t a villain. Your customer is a hero, so identify what that villain is. In marketing the villain is typically a concept instead of a company or person.

Be a trustworthy guide.

Every hero is looking for a guide. Gandalf was the guide for Frodo Baggins. Obi-Wan Kenobi was Luke Skywalker’s guide.

Be the right guide for your hero.

Good guides empathize with their hero and help the hero reach their goals. To be the right guide for your hero, you have to know what their goals are and have the resources and experience to help them attain them.

Be honest with them about your services and what you can help them do. Honesty is the quickest way to build trust between you and your clients. 

Make a plan.

Next, you need to make a plan. As the guide, you are guiding your client to success. You claim to have the resources to help them reach their goals. Create a clear next steps list for your client on how you will help them achieve this.

Your step does not need to be intricate. When you confuse your client, you will lose business. Instead, make it simple. You don’t need a 15-step process to convince your customer to choose  you. Don’t overdo it, but make it clear that you have a plan that has worked for past customers.

Create a call to action (CTA).

Include a clear call to action. You could have a fantastic brand script so far, but it is meaningless if you don’t have a clear call to action. If your customer can’t figure out what they’re supposed to do to contact you, they will choose someone else.

Don’t make them search for their next steps. Make it clear.

There are two types of CTAs: direct and transitional.

A Direct CTA gives your audience clear instructions on how to buy your product or services. An example of a direct CTA is, “Call our office today to schedule an appointment.” It gives the customer clear instructions on how to schedule an appointment.

A Transitional CTA is designed for your audience members who are on the fence. These CTAs include additional information about your business or signing up for a newsletter. Your additional information should convince them to purchase your product or services.

Recognize the potential for failure.

Tell your customer what they might lose if they don’t choose you. Every hero faces high stakes. List what your customers’ high stakes are. If they don’t partner with your company, what could they lose?

Tell the success stories.

End with your success stories. Testimonials are a great way to provide your company with authority. Show your customer the happy ending to their story, and that happy ending includes your help.

Create a Story that Flows with the AMG Team

Creating a brand script is no easy task. It takes a lot of work and brainpower to craft a meaningful and compelling script. 

When you partner with the AMG Team, our team will help you create a brand script that fits your company’s brand and will help your customers achieve their goals. Your content will cohesively reflect your brand script. We’ll handle the marketing, so you and your team can work on what you do best!

Everyone deserves a happy ending. Why not do it together?
Contact us today for more information on how to grow your business.

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The AMG Team

Analytics, Marketing, & Growth is a unique partner based in Oklahoma City that delivers your organization revenue enhancement through the combination of data science, cutting edge digital and traditional marketing innovations, and business automation services.

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