What are the basic elements                     of good                  brand story ?Raf StevensCorporatestoryteller.be
But first this silly question…                                 ©
Why does mostbusiness communication         lacks        impact?                         ©
©
But people love stories                          ©
People love stories  • Stories have been used to pass    along knowledge for    thousands of years  • Every culture has a ...
Where do stories come from ?                               ©
What are stories about ?                           ©
The elements of storytelling                               ©
Oh yes,you want to know what the elements     of a good brand story are.                                     ©
Easy…Think Robin Hood.Raf StevensCorporatestoryteller.be
1. Show exceptional              qualityRaf StevensCorporatestoryteller.be
2. Focus on a good cause                          Like freeing the people from “bad king john”Raf StevensCorporatestorytel...
4. Have recognisable   appearenceRaf StevensCorporatestoryteller.be
5. Use the right words   Like “Steal from the rich and give   it to the poor”Raf StevensCorporatestoryteller.be
Which is much better then: “How to hit on Marian?”Raf StevensCorporatestoryteller.be
6. Have a good                             name for the                                    story                          ...
Raf StevensCorporatestoryteller.be
Yes we canRaf StevensCorporatestoryteller.be
“Fly like a butterfly, sting like a bee”Raf StevensCorporatestoryteller.be
“One small step for a man, one giant                                           leap for mankind.”Raf StevensCorporatestory...
A good story?Raf StevensCorporatestoryteller.be
So… a good story  1. Strong name  2. Visual recognition  3. Good cause  4. Right wordsRaf StevensCorporatestoryteller.be
Product                          YOUR     YOUR        THEIR                          STORY   TELLING   CONVERSATIONSRaf St...
YOUR     YOUR        THEIR                          STORY   TELLING   CONVERSATIONSRaf StevensCorporatestoryteller.be
The Know WHY                          YOUR                          STORY    SUCCESS ?Raf StevensCorporatestoryteller.be
Do this test!Raf StevensCorporatestoryteller.be
Strong name: ..............................                          Visual :           ...............................   ...
Don’t forget to answerRaf Stevens                                    the 1 billionCorporatestoryteller.be                 ...
Why should                   I care ?Raf StevensCorporatestoryteller.be
Why do you make this beer?Raf StevensCorporatestoryteller.be
Raf StevensCorporatestoryteller.be
The Know WHY                                            Name                          YOUR                                ...
Why is the world better of with my activity?          The Know WHY Why are the people better of when it comes from me? Why...
Raf StevensMarketing 3.0 - Kotler   Corporatestoryteller.be
Ooh...   Just 1 little thingRaf StevensCorporatestoryteller.be
Raf StevensCorporatestoryteller.be
Don’t build your story                              Be your storyRaf StevensCorporatestoryteller.be
THE ENDwww.corporatestoryteller.be
The basic elements of a good brand story
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The basic elements of a good brand story

  1. 1. What are the basic elements of good brand story ?Raf StevensCorporatestoryteller.be
  2. 2. But first this silly question… ©
  3. 3. Why does mostbusiness communication lacks impact? ©
  4. 4. ©
  5. 5. But people love stories ©
  6. 6. People love stories • Stories have been used to pass along knowledge for thousands of years • Every culture has a history of storytelling • Stories can take many forms: written, oral, paintings, architectural.Cave Painting from Lascaux Caves in France ©
  7. 7. Where do stories come from ? ©
  8. 8. What are stories about ? ©
  9. 9. The elements of storytelling ©
  10. 10. Oh yes,you want to know what the elements of a good brand story are. ©
  11. 11. Easy…Think Robin Hood.Raf StevensCorporatestoryteller.be
  12. 12. 1. Show exceptional qualityRaf StevensCorporatestoryteller.be
  13. 13. 2. Focus on a good cause Like freeing the people from “bad king john”Raf StevensCorporatestoryteller.be
  14. 14. 4. Have recognisable appearenceRaf StevensCorporatestoryteller.be
  15. 15. 5. Use the right words Like “Steal from the rich and give it to the poor”Raf StevensCorporatestoryteller.be
  16. 16. Which is much better then: “How to hit on Marian?”Raf StevensCorporatestoryteller.be
  17. 17. 6. Have a good name for the story Like: ‘Hood’Raf StevensCorporatestoryteller.be
  18. 18. Raf StevensCorporatestoryteller.be
  19. 19. Yes we canRaf StevensCorporatestoryteller.be
  20. 20. “Fly like a butterfly, sting like a bee”Raf StevensCorporatestoryteller.be
  21. 21. “One small step for a man, one giant leap for mankind.”Raf StevensCorporatestoryteller.be
  22. 22. A good story?Raf StevensCorporatestoryteller.be
  23. 23. So… a good story 1. Strong name 2. Visual recognition 3. Good cause 4. Right wordsRaf StevensCorporatestoryteller.be
  24. 24. Product YOUR YOUR THEIR STORY TELLING CONVERSATIONSRaf StevensCorporatestoryteller.be
  25. 25. YOUR YOUR THEIR STORY TELLING CONVERSATIONSRaf StevensCorporatestoryteller.be
  26. 26. The Know WHY YOUR STORY SUCCESS ?Raf StevensCorporatestoryteller.be
  27. 27. Do this test!Raf StevensCorporatestoryteller.be
  28. 28. Strong name: .............................. Visual : ............................... Good cause: ................................ Right words: ................................Raf StevensCorporatestoryteller.be
  29. 29. Don’t forget to answerRaf Stevens the 1 billionCorporatestoryteller.be question
  30. 30. Why should I care ?Raf StevensCorporatestoryteller.be
  31. 31. Why do you make this beer?Raf StevensCorporatestoryteller.be
  32. 32. Raf StevensCorporatestoryteller.be
  33. 33. The Know WHY Name YOUR Visual Cause STORY Words ??Raf StevensCorporatestoryteller.be
  34. 34. Why is the world better of with my activity? The Know WHY Why are the people better of when it comes from me? Why do people need the story that I tell?Raf StevensCorporatestoryteller.be
  35. 35. Raf StevensMarketing 3.0 - Kotler Corporatestoryteller.be
  36. 36. Ooh... Just 1 little thingRaf StevensCorporatestoryteller.be
  37. 37. Raf StevensCorporatestoryteller.be
  38. 38. Don’t build your story Be your storyRaf StevensCorporatestoryteller.be
  39. 39. THE ENDwww.corporatestoryteller.be

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