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20 Tips for Powerful Story-Driven Branding & Communications
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20 Tips for Powerful Story-Driven Branding & Communications

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2012 presentation to Ingeniux User's Conference.

2012 presentation to Ingeniux User's Conference.

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20 Tips for Powerful Story-Driven Branding & Communications 20 Tips for Powerful Story-Driven Branding & Communications Presentation Transcript

  • 20 Tipsfor Powerful Story-DrivenBranding & Communications
  • What this is all about:Content Strategy
  • Shared premises Content is more than text, and content strategy should be about more than just your website. Your audiences need and want more than surface marketing messages. Storytelling allows your messages to come to life. These are tips, and just the tip of the iceberg!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #1: Take control of your messageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #2: Take help where you can get itZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • What is your story?
  • #3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #3: Know your goalsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #4: Know your project objectivesZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #5: Avoid demandsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #6: Know what you’re trying to sayZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #6: Know what you’re trying to say 6 Key Brand Messages 1. Liberal arts & holistic education 2. Catholic identity 3. Personal, supportive & challenging 4. Service & social justice 5. Lifelong learning 6. Inclusive, friendly & comfortableZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #7: Define a toneZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #7: Define a tone Tone: Snappy, humorous, tongue-in-cheek. Like This: You say we’ve been around the block. Those aren’t fighting words—that’s experience. Not That: Our clients value the decades of experience Zehno’s team has.ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • Know yourexisting story
  • #8: Do a content/story auditZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #8: Do a content/story audit From http://www.adaptivepath.com/ideas/essays/archives/000040.phpZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #9: Find out who you’re dealing withZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • { #10: Audit for quantity AND qualityZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #11: Identify the gap between what you have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #11: Identify the gap between what you have and what you needZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • Building what you need:Cultivating stories
  • #12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #12: Create a beat systemZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #13: Be open in interviewsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #14: Images are worth 1,000 wordsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #15: Image and note libraries outlive individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #15: Image and note libraries outlive individual staff membersZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • Do somethingwith all this work
  • #16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #16: Conquer homepage politicsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #17: Use collaborative toolsZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #17: Use collaborative tools Page table example from Content Strategy for the WebZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #18: Create an editorial matrix and calendarZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #19: Curate, recycle and repackageZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh! • witness.org • mediastorm.org • storycenter.org • nppa.org • thirdcoastfestival.orgZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh! From http://www.losowsky.com/magtastic/2008/good-thinking/ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • #20: Get fresh!ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS
  • Keep asking questions
  • More resources Visit our website—www.zehno.com—to read or download white papers on content strategy and storytelling. (And see Zehno’s very own thought-leadership content strategy!) Sign up for our free enewsletter to get new white papers and blog posts in your inbox. Follow us on Twitter: @zehno.ZEHNO CROSS MEDIA COMMUNICATIONS20 TIPS FOR POWERFUL STORY-DRIVEN BRANDING & COMMUNICATIONS