The basic elements of a good brand story

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