“When you tell a storyabout an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
Developing Your StoryTell the right story...Tell the story right!
Developing Your StoryWhat’s your style?• Tell the right story• Tell the story right• Use Narrative Patterns
Developing Your Story Sparking Action Communicating Who You Are Transmitting Values Communicating the Brand Fostering Collaboration Taming the Grapevine Sharing Knowledge Leading People into the Future
Brand Stories๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action.๏ Companies use a variety of ways to communicate their brand story to their customers.๏ Brand stories create a shortcut for the customer to become connected with the brand.
Brand Story Examples๏ Employee Focus๏ Customer Focus๏ Product/Advertising Focus๏ Cause-related Focus๏ Interactive Media
Brand Stories Employee Focus CEO Interview • How did we get here? Example: Sir Richard BransonEmployee to the Rescue • Real-life story of how employee saved the day Example: FEDEX Mirroring the Brand • How employees reﬂect the brand itself Example: PIXAR, IKEAHard Work Pays Off • Gives a glimpse of the employee at work Example: Fueled by Ramen
Brand StoriesCustomer Focus • Demonstrates customer successSuccess Stories stories Example: Apple Shake Point of View • Shows the customer’s viewpoint Example: Wii • Takes the reader to a new experience Experiences Examples: Sheraton, Jones Soda Testimonials • Uses traditional customer testimonials
Brand StoriesProduct/Ad Focus Ad Stories • Tells its unique brand story Examples: American Express, GEICOOnce Upon a Time • Uses a fable or story to deﬁne the brand Example: Ariel Investments Memorable Ads • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC
Brand Stories Cause-relatedCommunity • Tells the story of community Examples: Paul Mitchell, Kenneth Cole, TargetGoing Green • Uses “green” to paint the picture Examples: Clorox, ToyotaGiving Back • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water
A Brand Story...• Needs to build the brand• Brings to life what is unique about the brand• Creates a stronger connection with the customer and the brand• Identiﬁes the brand promise• Builds a consistent message with the brand identity• Reﬂects a strong archetype