Building Trust - A Foundation for Growth

By Jeremy Major

In the ever-evolving world of marketing, trust isn't just a buzzword—it's a key principle that either propels your brand to greatness or, if lacking, leaves it stranded in obscurity. It’s the foundation that’s required before you can build your dream business.

As Richard Branson says, “The important thing is that you've got a strong foundation before you start to try to save the world or help other people." In 2024, the game is all about authentic experiences, and building trust is no longer an option - it's a necessity.

Everyone loves an animal metaphor: The dog is universally seen as a trustworthy companion. Loyal, long-term, there-for-you — just like the relationship you’re developing with customers!

This is an exciting era for brands because they are not just sellers but storytellers. The “Yell and Sell” approach of “buy now, hurry in” is being overtaken with lifestyle integration that delivers a long term relationship with consumers - not a quick buck.

Consumers are turning to brands for expert guidance and leadership. We saw it ten-fold during the height of the [insert P-word no one wants to talk about anymore!] as people didn’t know what to expect, how to behave, and got lost in a sea of opinions and uncertainty. As such, Brands are playing an increasingly more important role in people’s lives.

Here’s the deal. Consumer behaviour is undergoing a seismic shift. Brands are no longer bystanders; they're the influencers shaping the choices of everyday individuals, but there’s a problem. According to Harvard Business Review, “More than 80% of customers consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use."

Are you positioned accordingly? And have you recognized your immediate opportunity? You can fill the gap. Be the player they do trust.

So how do you do it? Here are the essential ingredients: Share your journey, show your values, and demonstrate your transparency. With well-crafted storytelling, you can frame your Brand as one of Authenticity and Value.

The benefits are impressive:

• Build Relationships with Customers: Connect with your audience in a way that's more ‘Netflix and chill’ than boardroom formal. A deeper connection that sets you apart.

• Increase Brand Quality Perception: Elevate your brand’s image by ditching the corporate jargon and embracing authentic, relatable storytelling.

• Streamline Your Sales Process: Become the brand people choose with confidence, making their decision-making process smooth and efficient.

According to the State of Marketing 2023 Report, “83% of marketers believe it’s more effective to create higher quality content less often." It’s not about bombarding your audience; it's about hitting them with content that’s meaningful.

I like to look at three key story solutions that we can put to film and position strategically along the customer journey:

1. At the Awareness Stage you can tell your Origin Story—Your brand's epic saga. The obstacles you overcame, and the passion for the work your brand does in the world.

2. At the Consideration Stage, take viewers Behind the Curtain and share your Mission & Vision Story—The scoop on why your brand exists, the mission it's rocking today, and the blockbuster vision driving its success.

3. Decision Stage, share your Impact Story (or Success Story)—Conversations with your brand’s fanatics, this is the story of how your Brand has a positive impact in the lives of your customers. In some situations, this may also take the form of a testimonial.

In a world where attention spans seem shorter than a cat video, short-form video reigns supreme. According to the HubSpot Blog Marketing Trends Report, 2024, “Short-form video is the #1 media format." These stories don’t have to be long but they do have to exude a sense of care, even wonder. Host a longer cut on your website, but repurpose it in bite-size chunks in your social media. Let this messaging permeate your written content, your podcasts, or whatever other forms of outreach you do.

One last note on the look & feel… Typically our approach to this type of content is what we call documentary-style branded content, produced with a dash of cinematic swagger. Interviews with key stakeholders, a flow that reflects your journey, and visuals that scream 'your brand'. But noodle it around until you find a good fit for your brand style. The key is to do it authentically. With AI generated content becoming more recognizable, be sure you share your story with a healthy degree of truth and sincerity.

The trust-building journey in 2024 isn't a stroll in the park; it's a vital base to build on. After all, as Richard Branson suggests, a strong foundation isn't just smart—it’s the ticket to a blockbuster success story.

Reach out if you need support in creating your Trust Foundation. Find sample videos here

Um, what was it I watched yesterday?

Key to impactful content and storytelling is creating resonating power so audiences remember.

By Jeremy Major

We’ve all experienced it. We wake up in the morning and remember that we went to the movies the night before, but can’t remember what it was we saw. Eventually it comes back, but why didn’t it stick?

Conversely, other movies are top of mind for days after seeing them. We chuckle over a funny moment that returns, or we still have that feeling deep in our cells that resonates with us. (It took me four days to get over Interstellar!)

The resonating power of stories is vital. The purpose of all content is impact. To create Impact, I focus on three main areas: Audience Relevance, Quality of Execution, and Meaningful Story.

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Today, let’s break down the later, Meaningful Story. For me, as a director and storyteller, it’s probably the most fun to unpack. I like to nerd out on story. Ah, life’s little pleasures.

Back to the point… To drive the resonating power of content (long-form, short-form, all sizes), there are a few essential considerations that are frequently overlooked. When these three fundamentals aren’t in place, creators often remark:

“My audiences isn’t taking action.”

“There’s no word of mouth.”

In the Brand world: “Why isn’t my content driving sales.”

Let’s dig in, shall we.

The first consideration to create resonating power is a Transformation Journey. In the context of long-form storytelling, this is an arc from point A to B. It generally centres around to opposing states, for example from narrow-mindedness to a broader worldview. If your story follows the hero’s journey (or heroine’s journey), this is a transformative arc from one state of being to another opposite one, typically filled with moments of resistance and then bravery. When we talk about the hero’s journey, the go-to example is usually Star Wars. Luke starts as a whiny brat and becomes a powerful Jedi.

But this happens on all levels. The idea of transformation is scalable both up and down. Remember that at its most basic it’s two beats. Watch a commercial and you’ll see Problem to Solution. Simple. I have Brand clients in the construction space and their most powerful marketing asset is that they can easily create content that shows transformation. Watch this old house get torn apart and then watch the reveal of the new, beautiful house. Think about how you can show this transformation in content of all lengths.

The second consideration is your Character (or Subject) Dynamics. If everyone in a movie got along and was always in agreement, it would be boring and, guess what, forgettable. As viewers, we love conflict. (Best in life to keep it on the screen and not in your real life, but heck I suppose it’s what makes our world interesting.)

Tension. It’s all about the push and pull of two forces. The most interesting films have this. The obvious example is the Hero vs Villain, but the most dynamic is that between the Hero and the Bonding Character (a character type first introduced to me by writer Barry Pearson). The typical example here is the buddy cop film, where you have the renegade cop mixed with the about-to-retire cop who just wants one last quiet day on the job and then off to his meagre retirement existence. And what happens? They argue, bicker, it’s hilarious, and then they are thrown into life-changing circumstances… reluctantly. But by the end, the bonding character will help save the hero’s life as they defeat the villain and then they are friends forever. Yes, this example is a bit cliché but one that everyone can relate to.

So how do you bring this into short-form, documentary or other formats. At its essence, it’s about the tension created by characters or their world. It’s about introducing a point of view that needs resolution. Dynamic characters have hopes, dreams, and a philosophy. Your content on whatever scale should reflect this, even on a subtle level.

The third consideration for resonating power is creating a Sense of Wonder.

A life changing moment in my life that pointed me towards filmmaking was watching Jurassic Park (I was an impressionable teenager in 1993!). It’s not for the story or even the characters really, it’s about the sense of wonder - something that was lost in subsequent instalments. In JP, Spielberg kept us hanging, wanting more, revealing dinos with such awe. In the sequel Lost World, it was in-your-face with dinos from the get-go. Sense of wonder lost.

As I digress on Jurassic Park, I’ll broaden this third consideration to include a Stand Out Element, something we haven’t seen before. Or it could be described as an Element of Originality. It’s something unique that brings a memorable experience to the viewer. Think about how you can add this splash of originality to your content.

Okay, now you stir these ingredient in a pot and crank up the heat. But don’t let them boil over - remember Authenticity is key. It must speak Truth on some level, even if what you’re creating is completely imaginary.

Have fun with these concepts and challenge yourself to go beyond the first ideas you come up with.

Keep creating and have fun!

-Jeremy

Gain an Edge with Three Essential Brand Stories

Putting storytelling at the centre of your brand’s public-facing journey will allow customers to connect to it in a deeper, more meaningful way.

Let’s discuss, shall we?

By Jeremy Major

I like to talk about Brand Storytelling because I think it’s underrated. Even among big, multinational brands. So this is an area where savvy entrepreneurs can find an edge. When done well, it’s a powerful tool that can have a significant impact on its audience (customers).

Every entrepreneur should be telling 3 essential stories to build their brand: Origin Story, Vision Story, and Why Story. These narratives encompass where you came from, where you're going, and the spark that ignites your passion and drives your business. Stories have immense power to shape how your audience perceives the world. As a business tool, storytelling can solve problems within your organization, enhance your brand, and inspire audiences to become loyal customers. While there are many types of stories, these three should form the bedrock of your brand's content experience.

Let’s dive into each one:

The Origin story serves as a powerful tool to launch a new product or service and introduce your brand to a new space. Additionally, as a nice byproduct, it reawakens enthusiasm for your products and services by deepening connections with customers who already know you.

The Why story is exceptional at fostering trust, increasing brand awareness, and forging deeper connections with customers. It's often said that customers buy your "why." I like to say that in an ideal customer experience, individuals align so closely with your company values that their purchases become a form of expression for the connection they feel.

The Vision story is a captivating narrative that gains support for your brand's cause - your underlying mission and desired future. It reveals the direction you're heading, the utopian world your brand aims to create, and the exciting products or services that will change the world.

A recent example of an Origin story that touches on the many values that drive the business.

These three story types play a pivotal role in shaping how customers experience your brand. Furthermore, the exercise of working through their development offers significant benefits to your organization. Exploring the key points you wish to convey helps you distill your story to its most important and poignant elements.

What medium should you use? All of them. Find ways to weave it into you newsletter, your interactions. But most effective and scalable is on film. A well-crafted short video is easy for your audience to ingest. Am I biased because I make movies? Maybe. But I have also witnessed its effectiveness. This type of pillar content gets attention.

Our original brand story dates waaaay back to 2009, but our clients took notice.

Does it need to be three separate stories? Not necessarily. You have the flexibility to consolidate the key reveals into a single piece. A compelling example of this approach is our own company story, crafted into a 10-minute video back in 2007 (probably a little long by today’s standards). Surprisingly, it generated more buzz than our television shows and films combined (at least, at the time!). Go figure. Clients would reach out to us, expressing their admiration for the video on our website. It's a bit old now, but it was unique in its structure. And while simple by design, it touches on the three tenets we’ve discussed here and conveyed our passion for filmmaking.

Deep down, I have a penchant for helping entrepreneurs with brand storytelling. Being one myself, I understand the journey. And have tremendous admiration for the tireless spirit of the passionate entrepreneur, that courageous leader that mixes business with the pleasure of creating.

Where you came from, where you’re going, and why you love what you do - share it fearlessly with the world and allow your audience to deepen their relationship with you and your brand.

If you need the helps of a professional storyteller to create your Brand Stories, let us know. It’s what we love to do.

Space Pioneer

Have you ever looked up at the night sky, gazed at the stars, and wondered what it would be like to explore the mysteries of the universe?

By Jeremy Major

I’ve been trying to understand my attraction to movies about often very normal people who crew investigative space crafts looking for new inhabitable lands to offer hope to humanity. I’ve concluded for now that it’s the idea of being a (drumroll, please) space pioneer; you know, part of a team that ventures out to discover new worlds and push the boundaries of human knowledge.

The idea of space exploration has always held a special place in my heart. There's something truly awe-inspiring about the thought of traveling to other planets, encountering new life forms, and unraveling the mysteries of the universe. Even if it means the possibility of encountering a Xenomorph, or being haunted by a spacecraft that can read my thoughts and turn my fears into reality, or getting caught in a wormhole and missing out on watching an entire generation of earthlings grow up. Obviously, I’d be the crew member that survives all this tragedy in space. Being a space pioneer is worth the price to be paid. 

It’s unlikely I’ll ever command a spaceship in the literal sense. But back here on earth, I believe we all have pioneering in our blood and a direction we want to pursue, even if it’s low on velocity at the moment.

Becoming a space pioneer isn't just about having the right skills or qualifications (in the movies, crew members are seldom even NASA-level scientists); it's about having the courage to pursue those aspirations that give you the tingles, even when they seem out of reach. It's about being willing to take risks, have those tough conversations you’ve been avoiding, and to push yourself to be your best self.

It's easy to get caught up in the day-to-day routines of life, to settle for the comfortable and familiar, but there's so much more out there waiting for us if we're willing to throw on a helmet and take an untethered space walk.

So, as you gaze up at the stars tonight (and please make sure you do take that moment), I challenge you to consider what it would be like to be a space pioneer in your own life. What dreams do you have that you've been putting off? What risks are you afraid to take? What could you accomplish if you had the courage to take that first small step? 

Becoming a space pioneer may be an incredible adventure, but it's also a reminder that we all have the power to reach for the cosmos - to pursue our passions, overcome our fears, and discover new worlds within ourselves.