KEY POINTS:
Superman lay writhing on the valley floor, the energy being drained from his body with every passing minute.
Above Superman towered the evil face of Lex Luthor.
In Lex's hand was a rock - a green rock that wasn't of our world. The rock would enable Lex to get rid of his arch-nemesis, Superman, once and for all.
Do you know the name of that rock?
Hmmm ... did the word "kryptonite" come to mind?
How come? I didn't tell you anything about kryptonite.
Yet, in a matter of seconds, you were able to recall every tiny detail of the Superman saga.
You recalled how Superman came from another planet. You remembered how he was the Man of Steel. You could almost see the kryptonite in Lex's menacing hand.
Without realising it, you've run smack bang into a signature story.
What's even more amazing is that no one had to tell you the story twice.
The first time you heard it, you could remember it quite easily and then relate the story to someone else.
And the more you ran into the Kryptonite legend, the more the story became a signature story about a brand called Superman.
Let's go through the paces of building a signature story using an example from psychotherapist Marc Kern, who teaches people to give up their dependence on alcohol.
Step 1: What's the problem?
Answer: The problem is that when a person wants to give up their dependence on alcohol, they're told to "throw away the bottle". And this can be a problem, because it might not be possible to go from extreme dependence to not drinking at all.
So now, the alcohol-dependent person is in a trap. What should they do? Try to give up at one go? Or give it up slowly?
Step 2 uses an "object" to answer the question effectively.
Step 2: What's the "object" that links to that problem?
Answer: The "object" is the "steps to a building". The concept of alcohol dependence is linked to steps that go up.
And here's how the story rolls out: If given a choice of how to get to the ground floor, would you choose to leap off a tall building or take the stairs down?
Would there be a greater willingness to get off the top of the building if you knew that you could take the stairs?
People with alcohol problems often feel this way - like they are precariously balanced on top of a tall building and have been told that they can't come down unless they jump. They even have been told that no stairs exist.
But then how did they get to the top of the building in the first place? See how the "object" has created an enormously powerful metaphor or analogy?
Which takes us to the last part: Using the story across media.
Step 3: How do you create a signature story that can be used across the various media that are now available?
Answer: You see how this "leaping off a building" story can be used across media.
Let's say you're giving a presentation. Your presentation could start with this story - and get instant attention.
A newspaper or TV reporter could use this very same signature story as a lead into their own news report.
The first paragraph of your book could start with a story just like this. And then proceed to tie the entire book around this concept.
Of course, the more you repeat your signature story across different media, the more it becomes your own. And the more people link the story to your company.
In effect, by taking the signature story across media, you can create an effective and memorable branding message.
But there's one thing you've got to watch out for when building a signature story. The signature story shouldn't be something anyone can latch on to.
It needs to be like your signature. It needs to be your own.
The Superman story is unique. So is the "leap-off" story.
Once you decide on the problem, the object and the way you're going to present your signature story, make sure you dip into your own brain to find a sequence of events that is unique and personal - as far as possible.
Not having a unique signature story is like being exposed to kryptonite.
It weakens your core marketing message and leaves your branding inconsistent and lifeless.
Get yourself a signature story today and put the "super" back into your branding.
How do you build a signature story?
* Step 1: You first seek out the problem your customer is facing.
* Step 2: You seek the "object" that links to the problem and creates a metaphor or analogy.
* Step 3: You create the signature story that can then be used across sales letters, speeches, books and dozens of other applications.
* Sean D'Souza is CEO of Psychotactics and is an international author and trainer
