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Sarah Mount: Who am I - Building Effective Brand Storytelling

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Who am I - Building Effective Brand Storytelling

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Sarah Mount: Who am I - Building Effective Brand Storytelling

  1. 1. Enabling education organisations, institutions & professionals to define, design & deliver development plans TransformELT.com
  2. 2. Who Am I? Building Effective Brand Storytelling Sarah Mount Eaquals 2019
  3. 3. Overview • What is Brand Marketing? • Who are we? • Brand Storytelling
  4. 4. A Potted History • Features marketing • Benefits marketing • Experiential marketing
  5. 5. 21st Century Marketing • Content • Relationship • Database • Direct • Integrated • Targeted (50+ more) • Brand
  6. 6. What is ‘Brand Marketing’? A company’s brand represents their market identity—who they are, what/why they do, what kind of quality they provide & their reputation for trustworthiness
  7. 7. ELT Industry in the UK Products 65% Experience 21% Brand 14% Products Experience Brand
  8. 8. The Power of Stories: Brand Stories When marketing storytelling is done well, it: • Clearly establishes what your brand is all about – its purpose, core values, and mission. • Offers the client more than just a product or service, but rather an experience that they can become part of. • Makes a connection with your audience - stories are a powerful tool in human communication.
  9. 9. Food Love Stories
  10. 10. To be the champion for customers, helping them to enjoy a better quality of life and an easier way of living. We make what matters better, together
  11. 11. Bringing us Closer Together… https://www.youtube.com/watch?v=8vYvs6t aoNA#action=share
  12. 12. Who are we? • What kind of organisation are we? • What are our core values? • What is our ‘Mission/ Vision’? • What do we ‘do’?
  13. 13. Identifying Core Values What are your Institution’s Core Values and Beliefs?
  14. 14. Identifying Core Values • Transparent • Collaborative • Creative • Global
  15. 15. Identifying Core Values Collaborative From needs analysis, through project visioning, design and implementation, to monitoring and evaluation, we work closely with clients to ensure our approach is targeted and respects the multiple demands of specific contexts. We do not believe in a ‘one size fits all’ approach..
  16. 16. Mission Statement A written declaration of an organization's core purpose and focus that normally remains unchanged over time. www.TheBusinessDictionary.com
  17. 17. What do you do? I create (what you do) so that (your client/customer) can achieve (what?)
  18. 18. Telling your Brand Story • Honesty – The story has to ring true with the audience. • Transparency - Weave your brand ‘core values’ into your story to engage your audience. • Make your audience the hero! Susan Gunelius, Forbes Magazine (2013/2016)
  19. 19. Building Trust
  20. 20. Building a Story Brand Donald Miller Building a Story Brand (2017)
  21. 21. Before/After your Brand • What do they have? • What are they feeling? • What is an average day like? • What is their status?
  22. 22. Ethos, Pathos & Logos BUILD TRUST MAKE SENSE ENGAGE EMOTIONALLY
  23. 23. BREAK
  24. 24. Sarah Mount smount@transformELT.com

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