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Brand Storytelling
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Brand Storytelling

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    Brand Storytelling Brand Storytelling Presentation Transcript

    • The Green Business Network
      Our mission is to work with businesses everywhere to grow a green economy that’s good for people and the planet.
      We are a vibrant community
      of over 4,000 businesses committed to creating
      a better world.
    • Green America’s Green Business & Green Economy Programs:
      Green Business Network
      Business Seal Of Approval
      National Green Pages
      Green Festivals
      Green America Exchange
      Green Business Seminars
      Business Advertising Guides
      Consumer and Investor Outreach
      Corporate Responsibility Programs
      Ask Green America
    • GreenPages.orgNew Site, New Features!
      GreenPages.org has a brand new look and many exciting new features – all designed to bring you more customers.
      NEW Showcase Listings let you add graphics, videos, coupons and more!
      All Approved Members:
      Can upgrade to Showcase Listing for 50% off for
      the next 90 days
      Visit your current listing at www.greenpages.org/listing/
      Call or email Sandy to learn more – sandy@greenamerica.org
      Need help? support@greenpages.org
    • Green Business Network Membership Opportunities
      There’s a place for everyone
      on the green journey.
      • Associate Members
      An incubator for companies just starting and just starting to go green.
      • Approved Members
      A space for established green companies
      to access Green America’s consumer andbusiness audiences.
      • Green Economy Allies
      A dedicated category for nonprofits, educational
      institutions, and peer certification programs.
    • New at Green America
      More new tools and resources to help you go greener and make a difference, including:
      • Our GreenGainsustainability tool and new tiered green business certification
      • Interactive digital publications with clickable links in advertising to your website, video, Facebook etc.
      • The Green America blog
      • Ask Green America green living resource
      • Coming soon: Our Green Living Makeover tool
    • More Information
      1612 K St., NW, Suite 600
      Washington, D.C. 20006
      Desireé Reese-Wolford
      Deputy Director
      202-872-5330
      Maren Maier
      Director of Seal of Approval & Standards
      202-872-5329
      www.GreenBusinessNetwork.org
      www.facebook.com/greenbusinessnetwork
      www.twitter.com/greenbiznetwork
    • 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
      © Green Ideals Group 2011
    • Story provides the emotional context … the “because”
    • © Green Ideals Group 2011
    • Authentic:
      -transparency
      - credibility (show me)
      - honesty (no second chances)
      - free of exaggeration (no greenwashing)
      - simple, human language (no industry jargon)
      © Green Ideals Group 2011
    • Emotional:
      -audience engagement
      - shared values
      - audience needs rather than seller’s wares
      - invitation to join community/culture
      - participation in something larger than oneself
      © Green Ideals Group 2011
    • Consistent:
      -audience definition
      - visual
      - verbal (voice and tone)
      - experiential
      - expectations
      - every possible point of audience contact
      © Green Ideals Group 2011
    • Stuff into Story
      Decisions are based on emotion
      © Green Ideals Group 2011
    • Emotion provides context & relevance
      Stuff into Story
      Decisions are based on emotion
      © Green Ideals Group 2011
    • Relevance = shared values; invites experience
      Emotion provides context & relevance
      Stuff into Story
      Decisions are based on emotion
      © Green Ideals Group 2011
    • Relevance = shared values; invites experience
      Emotion provides context & relevance
      Experience builds expectations
      Stuff into Story
      Decisions are based on emotion
      © Green Ideals Group 2011
    • Relevance = shared values; invites experience
      Emotion provides context & relevance
      Experience builds expectations
      Stuff into Story
      Decisions are based on emotion
      Shared values build trust
      © Green Ideals Group 2011
    • Relevance = shared values; invites experience
      Emotion provides context & relevance
      Experience builds expectations
      Stuff into Story
      Decisions are based on emotion
      Shared values build trust
      Trust builds brand loyalty
      © Green Ideals Group 2011
    • 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
      © Green Ideals Group 2011
    • Stuff is transformed into story
      © Green Ideals Group 2011
    • “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.”
      © Green Ideals Group 2011
    • “The new brand has provided a focal point for aligning our efforts internally.”
      © Green Ideals Group 2011
    • “We didn’t realize what a tremendous difference it would make to be seen differently by not just our customers, but our suppliers.”
      © Green Ideals Group 2011
    • Attributes are translated into audience “care abouts:”
      - game-changing technology = trust/credentials
      - professional expertise/teaching = authenticity
      - highest quality, reliable product = consistency
      - global resources & supply = invitation to our brand culture / community
      © Green Ideals Group 2011
    • Visual language:
      Upscale, professional, consistent, reliable
    • Stuff is transformed into story
      © Green Ideals Group 2011
    • “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.”
      © Green Ideals Group 2011
    • Attributes are translated into audience “care abouts:”
      - 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
      © Green Ideals Group 2011
    • Stuff is transformed into story
      © Green Ideals Group 2011
    • Speaks to a lifestyle choice rather than a product purchase.
      © Green Ideals Group 2011
      • 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
    • © 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?
      © Green Ideals Group 2011
    • 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 Group 2011
    • © Green Ideals Group 2011
    • Green Ideals makes sustainable brands memorable.