story branding
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TRANSCRIPT
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
A GOOD STORY TELLS A
BIGGER STORY WORTH TELLING
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