story branding

STORYTELLINGEvery business has a story to tell.What is yours?

Twitter: @rafstevens

www.corporatestoryteller.be

It is not about the “wrapping”.

A great story will win the hearts of your audience.

AN EMOTIONAL

SPARKSETS YOUR STORY IN FIRE

A narrative about a

character

That struggles with an obstacle

To meet anImportant goal

What IS a story?.

CHARACTER

A GOOD STORY IS A

HUMAN STORY

COMMUNICATION = CONVERSATION

BRANDING = RELATIONSHIPS

DOES YOUR STORY HAVE

V-FACTOR ?

AUTHENTIC

Grounded in TRUTH

Imagine your brand as a big book of

stories. 

Think aboutYOUR CORE

story 

My story?

I was a suit.

Why stories anno 2012?

LEFT BRAINDelivers the logic and the HOW.

RIGHT BRAINStories give us the WHY (and the

necessary kick in the

but to get into

action).

I AM statement

Where do stories come from?

vs.

Telling your story in the digital age.

STORIES

① Motivate people to pay attention

② Inspire people to action

③ Bring data to life and make it relevant to people’s daily lives

④ Make information memorable, repeatable, and easy to spread.

⑤ Shape new beliefs and change minds

⑥ Raise money

⑦ Gather and unite an authentic community

S E L L ?

CAN STORIESHELP YOU

Yahoo!/BBDO study (2012 Feb) "What's Your Story."

On a good morning in Paradise Cove, Malibu, the water is so clear you can see halibut lurking in the kelp. Little Dume Point

rises from its cliffs to the north, and beneath it a few surfers on stand-up paddleboards rise

and fall on the swell waiting for their wave. Darin Olien, who looks like a Tarzan

action figure, is talking to a surfer in his early twenties named Igor about the health benefits of alkalinization in the body. He tells Igor, who’s trying to balance his board and blinking back the sun, that 7.4 is where the pH of our body wants to

be and that most of our diets are far too acidic, which leads to inflammation and degenerative disease. Red meat is very

acidic; coffee, corn, and wheat, too.

BAD STORYTELLING

I feel so energized!!!! (Yes, those

exclamation points are real energy! :)

Drinking Shakeology has given me so much

energy-which I used to get from drinking

coffee or Red Bulls-not anymore! Throw

those nasty things in the trash where they

belong and pass me my shaker cup!

One sign that shocked me was how

ridiculously fast and strong my nails have

grown. I used to wear acrylic nails for years,

which forced them to be weak and yellow.

They would never grow, and I had a terrible

habit of biting my nails and the skin around

them. Well, now I get asked, “Are those your

real nails?” and I can say yes! I’ve even

stopped the habit of biting! So Shakeology

can help break bad habits and treat your

body well.

BAD STORYTELLING

GOOD STORYTELLING

1 Story with lots of show

1 Story with no show

A GOOD STORY TELLS A

BIGGER STORY WORTH TELLING

SMARTER CITIES

The Loser

What is your

BIGGER story?

Maslow's hierarchy of needs

YOU AREYOUR STORY

Your employees are participants in

your story?

① Catch② Create

③ Connect

What is your story?

THE END

Twitter: @rafstevens

Blog: www.corporatestoryteller.be