Brand Storytelling

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Introducing
Susan Bierzychudek
Founder and Executive Director
Green Ideals Branding & Marketing Group
www.greenidealsgroup.com

Market erosion:
sales based on lowest common denominator
© Green Ideals Group 2011

Meaning

Michael Phelps

Brand Attributes vs. Benefits:
We have ___ vs. you need/want/care about ___
We make/sell/market this…
Our product/service is important to you because…
Meaning

Story provides the emotional context … the “because”

Authentic:
-transparency
- credibility (show me)
- honesty (no second chances)
- free of exaggeration (no greenwashing)
- simple, human language (no industry jargon)

Emotional:
-audience engagement
- shared values
- audience needs rather than seller’s wares
- invitation to join community/culture
- participation in something larger than oneself

Consistent:
-audience definition
- visual
- verbal (voice and tone)
- experiential
- expectations
- every possible point of audience contact

Stuff into Story
Decisions are based on emotion

Emotion provides context & relevance
Stuff into Story

Relevance = shared values; invites experience
Stuff into Story

Experience builds expectations
Stuff into Story

Stuff into Story
Shared values build trust

Stuff into Story
Shared values build trust
Trust builds brand loyalty

Attributes are translated into audience “care abouts:”
- generations of small family farmers = trust
- pure, fresh air, etc. = authenticity
- unprecedented standards = consistency
- best possible tools = invitation to our brand culture / community

Stuff is transformed into story

“We never used our website as a sales tool before--now it’s the first place we send people, because it shows who we are so well, capturing our spirit and our values.”

“The new brand has provided a focal point for aligning our efforts internally.”

“We didn’t realize what a tremendous difference it would make to be seen differently by not just our customers, but our suppliers.”

- game-changing technology = trust/credentials
- professional expertise/teaching = authenticity
- highest quality, reliable product = consistency
- global resources & supply = invitation to our brand culture / community

Visual language:
Upscale, professional, consistent, reliable

“I’d reached the point where I hoped people wouldn’t visit our website—now I’m extremely proud of it and send people there daily.”

- smarter, cleaner choices = shared values
- 100% recycled products that work = trust
- saving PET bottles from landfills = authenticity
- energizing American workforce = invitation to our brand culture / community

Speaks to a lifestyle choice rather than a product purchase.

Buy a song, protect the environment
Environmental campaign: Our Common Waters
Free shipping; no minimums

Environmentally friendly auto club
Support legislation to protect environment, bicyclists, pedestrians
Donate 1% to causes

Making it easy to make a difference
Supporting peace, equality, the environment and human rights
Raising money; raising our voices

Brand Story is your most effective communication strategy because it holds deep meaning:
* Differentiates you from the competition
* Inspires trust with or without certification
* Displays your authentic and parallel values
* Invites your audience to join your brand culture
* Solidifies internal communication for consistent behavior
Green Ideals Group 2011

Re-frame your topline communication
All major stakeholders collaborate to determine:
What we do—tangible and emotional benefits
Who is our audience—what do they care about?
Best practices in our marketplace—what can we learn?

3 Major Branding Traps
Ego—”I like it” vs. effective brand communication
Control—Trust + freedom = your agency’s best work
Undervaluing the importance of branding—at least as important as physical or intellectual resources

Green Ideals makes sustainable brands memorable.

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Brand Storytelling

by GreenBizNetwork on Aug 19, 2011

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Brand Storytelling — Webinar Transcript