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Your brand story

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Catherine Raynor, Mile 91 …

Catherine Raynor, Mile 91
Brand development conference
www.charitycomms.org.uk/events

Published in: Business
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  • 1. Communica)ng  Your  Brand  Story    
  • 2. A  charity’s  story  begins  with  this…      
  • 3. …but  o;en  turns  into  this!  
  • 4. People  write  things  like  this:  
  • 5. What’s  happened?   We  forget  about  the  emo.on  that   drove  the  founding  of  a  charity.     We  stop  talking  about  why  we   exist  and  instead  use  jargon  to  talk   about  what  we  do.  
  • 6. The  result?  
  • 7. What  do  people  really  want  to  know?  
  • 8. Why  stories  work     •  Our  brains  are  made   that  way.   •  They  simplify   complexity.   •  They  create  an   emo.onal  connec.on.  
  • 9. Demonstra)ng  Impact  
  • 10. How  is  that  a  brand  story?   VSO’s  brand  values  are:     •  People  are  the  best  agents  of  change.   •  Knowledge  is  our  most  powerful  tool.   •  Progress  is  only  possible  by  working  together.   •  By  thinking  globally,  we  can  change  the  world.  
  • 11. And?     Those  values  are   explicit  in  Juliana’s   story.  She  is  bringing   them  to  life.  
  • 12. What  makes  a  good  brand  story?   •  A  good  story  doesn’t   necessarily  make  a   good  brand  story.   •  It  needs  to  embody   your  values,  be  relevant   to  your  organisa.on   and  it  should  include  an   element  of  change…but   not  any  old  change!  
  • 13. Breakout  1   Spend  5  minutes  talking  to  a  neighbour  about   examples  of  good  brand  stories  that  you  have   heard  about  within  your  organisa.on.    
  • 14. Developing  brand  storytelling  
  • 15. What  they  did     •  Created  a  story-­‐led   brand.   •  Asked  those  they  work   with  to  share  their   stories  and  ambi.ons.   •  CommiOed  to  building  a   culture  of  storytelling    
  • 16. What  they  did  next     •  A  story  audit   •  Recruited  a  story   manager   •  Built  rela.onships  and   trust     •  Hunters  and  Gatherers   •  Developed  principles  
  • 17. And  for  small  organisa)ons?   •  Look  at  exis.ng  systems   and  processes.   •  Develop  your  staff.     •  Celebrate  success.   •  Be  realis.c.  
  • 18. Breakout   Spend  5  minutes  talking  to  a  (different!)   neighbour  about  what  exis.ng  systems  and   processes  you  have  that  you  could  tap  into  to   find  more  stories.  
  • 19. The  best  thing  to  do  is  to…     Involve  your  greatest   storytellers!  
  • 20. www.mile91.co.uk   @Mile91_    

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