Story branding

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Story branding

  1. 1. STORYTELLINGEvery business has a story to tell.What is yours? Twitter: @rafstevens www.corporatestoryteller.be
  2. 2. It is not aboutthe “wrapping”.
  3. 3. A great storywill win the heartsof your audience.
  4. 4. AN EMOTIONALSPARKSETS YOUR STORYIN FIRE
  5. 5. What IS a story?.A narrative That struggles To meet an about a with an Important goal character obstacle
  6. 6. CHARACTER
  7. 7. A GOOD STORYIS AHUMAN STORY
  8. 8. COMMUNICATION = CONVERSATION BRANDING = RELATIONSHIPS
  9. 9. DOES YOUR STORY HAVEV-FACTOR ?
  10. 10. Imagine your brand as a big book of stories.
  11. 11. Think aboutYOUR CORE story
  12. 12. My story?I was a suit.
  13. 13. Why storiesanno 2012?
  14. 14. LEFT BRAINDelivers thelogic and theHOW.RIGHT BRAINStories give usthe WHY (and thenecessary kick in thebut to get intoaction).
  15. 15. I AM statement
  16. 16. Where do storiescome from?
  17. 17. Telling your story in the digital age. vs.
  18. 18. ① Motivate people to pay attention② Inspire people to action③ Bring data to life and make it relevant to people’s daily lives④ Make information memorable, repeatable, and easy to spread.⑤ Shape new beliefs and change minds⑥ Raise money⑦ Gather and unite an authentic communitySTORIES
  19. 19. CAN STORIESHELP YOUSELL ?
  20. 20. Yahoo!/BBDO study (2012 Feb) "Whats Your Story."
  21. 21. BAD STORYTELLING On a good morning in Paradise Cove, Malibu, the water is so clear you can see halibut lurking in the kelp. Little Dume Point rises from its cliffs to the north, and beneath it a few surfers on stand-up paddleboards rise and fall on the swell waiting for their wave. Darin Olien, who looks like a Tarzan action figure, is talking to a surfer in his early twenties named Igor about the health benefits of alkalinization in the body. He tells Igor, who’s trying to balance his board and blinking back the sun, that 7.4 is where the pH of our body wants to be and that most of our diets are far too acidic, which leads to inflammation and degenerative disease. Red meat is very acidic; coffee, corn, and
  22. 22. BAD STORYTELLING I feel so energized!!!! (Yes, those exclamation points are real energy! :) Drinking Shakeology has given me so much energy-which I used to get from drinking coffee or Red Bulls-not anymore! Throw those nasty things in the trash where they belong and pass me my shaker cup! One sign that shocked me was how ridiculously fast and strong my nails have grown. I used to wear acrylic nails for years, which forced them to be weak and yellow. They would never grow, and I had a terrible habit of biting my nails and the skin around them. Well, now I get asked, “Are those your real nails?” and I can say yes! I’ve even
  23. 23. GOODSTORYTELLING 1 Story with lots of show 1 Story with no show
  24. 24. A GOOD STORYTELLS ABIGGER STORYWORTH TELLING
  25. 25. SMARTER CITIES
  26. 26. What is yourBIGGER story? The Loser
  27. 27. Maslowshierarchy of needs
  28. 28. YOUAREYOUR STORY
  29. 29. Your employeesare participants in your story?
  30. 30. ① Catch② Create③ Connect
  31. 31. THE ENDWhat is your story?Twitter: @rafstevensBlog: www.corporatestoryteller.be

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