In this second part of a three part series, we’re discussing the elements of storytelling. This episode is Theme and Dialogue.
NerdBrand Podcast – Episode 38
Here on the podcast we continue discussing our love movies, and all things in the “nerd” culture as we believe that is THE culture of the day.
Table of contents
Often the term brand message is something that sounds philosophical, not tangible. So your “theme” is the message, and the dialogue is your ongoing relation to your customers through your brand’s position.
Theme – Brand message and position
A theme in a story is the subject. Either what the story is about, or what they story is trying to say. Whether it’s England in World War 2, then off to the fantasy of Narnia. Or if it’s a story based on true events like Wolf of Wallstreet. Every movie (story) has a strategic purpose.
The Importance of theme has a great influence on how the plot is being perceived. Do you want the audience to be tense, afraid, excited, happy? Theme influences the emotions you are trying to evoke from your customers about your businesses branding.
Disney does this between one Disney princess to another. Snow White is not Anna from Frozen. Both are fundamentally different. But as Lora points out, to remain, “Disney” the eyes are always drawn the same.
A good theme is a differentiator
Your competitors do a “what” you do as well. For example, if you make smartphones, great. So do other companies qualified like Samsung vs Apple. Both products may have the same plot, same characters, but the concept between two products is the difference that the audience is looking for.
A great slogan also sets a standard for your brand’s message and tone (i.e. theme). Think about some that have influenced us over the years, click here to read some (source).
Dialogue – Your audience and you
It is the way your audience (customers) connect with each other and to you. The choice of words used, tone, matter. This is always overlooked and the hardest part in brand development. Can you write copy (words) for your webpages? Yes, but is it going to relate to people and make sense overall? Probably not.
Because this element enables the story to resonate with the intended audience. The factors that affect the Dialogue of a story ranges from:
- The Audience
- The Message
- The Platform used for Distribution of Story
Message converts in the way the product speaks. People expect an authoritative, and helpful voice, when looking for something.
Writing is a technical skill, not always creative
Are the syllables used easily understandable by normal people in their natural setting? There is a readability score for both understanding and SEO. More on that maybe later in another podcast episode.
The tone of the ad copy for a product depends upon the solution it is providing. Circumstances also apply to this as well. So if a product is providing assistance then it must use a tone that suits the situation which is calm and easily understandable.
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I'm the Co-founder and CEO at NerdBrand. I've spent over 12 years in digital advertising providing strategic direction for businesses to build better websites, brands, and messaging, with an eye for improving online presences and laying a foundation for future growth. View all posts by Jason Davis