Your brand story

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

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Your brand story

  1. 1. Communica)ng  Your  Brand  Story    
  2. 2. A  charity’s  story  begins  with  this…      
  3. 3. …but  o;en  turns  into  this!  
  4. 4. People  write  things  like  this:  
  5. 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. 6. The  result?  
  7. 7. What  do  people  really  want  to  know?  
  8. 8. Why  stories  work     •  Our  brains  are  made   that  way.   •  They  simplify   complexity.   •  They  create  an   emo.onal  connec.on.  
  9. 9. Demonstra)ng  Impact  
  10. 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. 11. And?     Those  values  are   explicit  in  Juliana’s   story.  She  is  bringing   them  to  life.  
  12. 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. 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. 14. Developing  brand  storytelling  
  15. 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. 16. What  they  did  next     •  A  story  audit   •  Recruited  a  story   manager   •  Built  rela.onships  and   trust     •  Hunters  and  Gatherers   •  Developed  principles  
  17. 17. And  for  small  organisa)ons?   •  Look  at  exis.ng  systems   and  processes.   •  Develop  your  staff.     •  Celebrate  success.   •  Be  realis.c.  
  18. 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. 19. The  best  thing  to  do  is  to…     Involve  your  greatest   storytellers!  
  20. 20. www.mile91.co.uk   @Mile91_    
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