Brand Storytelling

2,102 views
1,974 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,102
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brand Storytelling

  1. 1.
  2. 2. The Green Business Network<br />Our mission is to work with businesses everywhere to grow a green economy that’s good for people and the planet.<br />We are a vibrant community <br />of over 4,000 businesses committed to creating <br />a better world.<br />
  3. 3. Green America’s Green Business & Green Economy Programs:<br />Green Business Network<br />Business Seal Of Approval<br />National Green Pages<br />Green Festivals<br />Green America Exchange<br />Green Business Seminars<br />Business Advertising Guides<br />Consumer and Investor Outreach<br />Corporate Responsibility Programs<br />Ask Green America<br />
  4. 4. GreenPages.orgNew Site, New Features!<br />GreenPages.org has a brand new look and many exciting new features – all designed to bring you more customers.<br />NEW Showcase Listings let you add graphics, videos, coupons and more!<br />All Approved Members: <br />Can upgrade to Showcase Listing for 50% off for <br />the next 90 days<br />Visit your current listing at www.greenpages.org/listing/<br />Call or email Sandy to learn more – sandy@greenamerica.org<br />Need help? support@greenpages.org<br />
  5. 5. Green Business Network Membership Opportunities<br />There’s a place for everyone <br />on the green journey. <br /><ul><li>Associate Members</li></ul>An incubator for companies just starting and just starting to go green. <br /><ul><li>Approved Members</li></ul>A space for established green companies <br />to access Green America’s consumer andbusiness audiences. <br /><ul><li>Green Economy Allies</li></ul>A dedicated category for nonprofits, educational <br />institutions, and peer certification programs. <br />
  6. 6. New at Green America<br />More new tools and resources to help you go greener and make a difference, including:<br /><ul><li>Our GreenGainsustainability tool and new tiered green business certification
  7. 7. Interactive digital publications with clickable links in advertising to your website, video, Facebook etc.
  8. 8. The Green America blog
  9. 9. Ask Green America green living resource
  10. 10. Coming soon: Our Green Living Makeover tool</li></li></ul><li>More Information<br />1612 K St., NW, Suite 600<br />Washington, D.C. 20006<br />Desireé Reese-Wolford<br />Deputy Director<br />202-872-5330<br />Maren Maier<br />Director of Seal of Approval & Standards<br />202-872-5329<br />www.GreenBusinessNetwork.org<br />www.facebook.com/greenbusinessnetwork<br />www.twitter.com/greenbiznetwork<br />
  11. 11. Introducing<br />Susan Bierzychudek<br />Founder and Executive Director<br />Green Ideals Branding & Marketing Group<br />www.greenidealsgroup.com<br />
  12. 12.
  13. 13.
  14. 14. Market erosion:<br />sales based on lowest common denominator<br />© Green Ideals Group 2011<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20. Meaning<br />
  21. 21.
  22. 22. Michael Phelps<br />
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27. Brand Attributes vs. Benefits:<br />We have ___ vs. you need/want/care about ___<br />We make/sell/market this…<br />Our product/service is important to you because…<br />Meaning<br />© Green Ideals Group 2011<br />
  28. 28.
  29. 29. Story provides the emotional context … the “because”<br />
  30. 30.
  31. 31.
  32. 32. © Green Ideals Group 2011<br />
  33. 33. Authentic:<br />-transparency<br /> - credibility (show me)<br /> - honesty (no second chances)<br /> - free of exaggeration (no greenwashing)<br /> - simple, human language (no industry jargon)<br />© Green Ideals Group 2011<br />
  34. 34. Emotional:<br />-audience engagement <br /> - shared values<br /> - audience needs rather than seller’s wares<br /> - invitation to join community/culture<br /> - participation in something larger than oneself <br />© Green Ideals Group 2011<br />
  35. 35. Consistent:<br /> -audience definition<br /> - visual <br /> - verbal (voice and tone)<br /> - experiential<br /> - expectations<br /> - every possible point of audience contact <br />© Green Ideals Group 2011<br />
  36. 36. Stuff into Story<br />Decisions are based on emotion<br />© Green Ideals Group 2011<br />
  37. 37. Emotion provides context & relevance<br />Stuff into Story<br />Decisions are based on emotion<br />© Green Ideals Group 2011<br />
  38. 38. Relevance = shared values; invites experience<br />Emotion provides context & relevance<br />Stuff into Story<br />Decisions are based on emotion<br />© Green Ideals Group 2011<br />
  39. 39. Relevance = shared values; invites experience<br />Emotion provides context & relevance<br />Experience builds expectations<br />Stuff into Story<br />Decisions are based on emotion<br />© Green Ideals Group 2011<br />
  40. 40. Relevance = shared values; invites experience<br />Emotion provides context & relevance<br />Experience builds expectations<br />Stuff into Story<br />Decisions are based on emotion<br />Shared values build trust<br />© Green Ideals Group 2011<br />
  41. 41. Relevance = shared values; invites experience<br />Emotion provides context & relevance<br />Experience builds expectations<br />Stuff into Story<br />Decisions are based on emotion<br />Shared values build trust<br />Trust builds brand loyalty<br />© Green Ideals Group 2011<br />
  42. 42.
  43. 43.
  44. 44. Attributes are translated into audience “care abouts:”<br />- generations of small family farmers = trust<br /> - pure, fresh air, etc. = authenticity<br /> - unprecedented standards = consistency<br /> - best possible tools = invitation to our brand culture / community<br />© Green Ideals Group 2011<br />
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50. Stuff is transformed into story<br />© Green Ideals Group 2011<br />
  51. 51. “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.”<br />© Green Ideals Group 2011<br />
  52. 52. “The new brand has provided a focal point for aligning our efforts internally.”<br />© Green Ideals Group 2011<br />
  53. 53. “We didn’t realize what a tremendous difference it would make to be seen differently by not just our customers, but our suppliers.”<br />© Green Ideals Group 2011<br />
  54. 54.
  55. 55.
  56. 56. Attributes are translated into audience “care abouts:”<br />- game-changing technology = trust/credentials<br /> - professional expertise/teaching = authenticity<br /> - highest quality, reliable product = consistency<br /> - global resources & supply = invitation to our brand culture / community<br />© Green Ideals Group 2011<br />
  57. 57. Visual language:<br />Upscale, professional, consistent, reliable<br />
  58. 58.
  59. 59.
  60. 60.
  61. 61. Stuff is transformed into story<br />© Green Ideals Group 2011<br />
  62. 62. “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.”<br />© Green Ideals Group 2011<br />
  63. 63.
  64. 64.
  65. 65. Attributes are translated into audience “care abouts:”<br />- smarter, cleaner choices = shared values<br /> - 100% recycled products that work = trust<br /> - saving PET bottles from landfills = authenticity<br /> - energizing American workforce = invitation to our brand culture / community<br />© Green Ideals Group 2011<br />
  66. 66.
  67. 67.
  68. 68.
  69. 69. Stuff is transformed into story<br />© Green Ideals Group 2011<br />
  70. 70. Speaks to a lifestyle choice rather than a product purchase.<br />© Green Ideals Group 2011<br />
  71. 71.
  72. 72. <ul><li>Buy a song, protect the environment
  73. 73. Environmental campaign: Our Common Waters
  74. 74. Free shipping; no minimums</li></li></ul><li><ul><li>Environmentally friendly auto club
  75. 75. Support legislation to protect environment, bicyclists, pedestrians
  76. 76. Donate 1% to causes </li></li></ul><li><ul><li>Making it easy to make a difference
  77. 77. Supporting peace, equality, the environment and human rights
  78. 78. Raising money; raising our voices</li></li></ul><li>Brand Story is your most effective communication strategy because it holds deep meaning:<br />* Differentiates you from the competition<br /> * Inspires trust with or without certification<br /> * Displays your authentic and parallel values<br /> * Invites your audience to join your brand culture<br /> * Solidifies internal communication for consistent behavior<br />Green Ideals Group 2011<br />
  79. 79. © Green Ideals Group 2011<br />
  80. 80. Re-frame your topline communication<br />All major stakeholders collaborate to determine:<br />What we do—tangible and emotional benefits<br />Who is our audience—what do they care about?<br />Best practices in our marketplace—what can we learn?<br />© Green Ideals Group 2011<br />
  81. 81. 3 Major Branding Traps<br />Ego—”I like it” vs. effective brand communication<br />Control—Trust + freedom = your agency’s best work<br />Undervaluing the importance of branding—at least as important as physical or intellectual resources<br />© Green Ideals Group 2011<br />
  82. 82. © Green Ideals Group 2011<br />
  83. 83. Green Ideals makes sustainable brands memorable.<br />

×