Better Storytelling for Better Brands
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This document provides information about Crystal, the founder of Branded Strategies consulting firm. It discusses that she has two kids, one graduating high school and the other just getting a car. It also mentions that Crystal formed her agency in 2013 to help organizations build talent attraction programs and that she has a book coming out next month. The document then covers various topics related to storytelling such as developing candidate and audience personas, identifying heroes and mentors in stories, incorporating different story presentation forms, and communicating the central idea of a story.
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Better Storytelling for Better Brands
- 1. 1 Better Storytelling Better Brands I am Crystal Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner and Consultant Founder of Branded Strategies | Mom | Writer I Have Kids Two of them, actually. One is about to graduate from high school and the other just got a car. A convertible, because I’m a total sucker and she’s an overachiever. I Work In 2013, I formed an agency dedicated to helping HR & Recruiting organizations build better Talent Attraction programs. I’ve also got a partner, Carrie but she’s not here. I Have a Book Look how accomplished I am! (No seriously, I do have one coming out next month. Keep an eye out, mmkay?)
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- 4. 4 Candidate & Audience Personas Keeps Messaging Relevant Address their Concerns Build Attractive Relationships Speak the Language
- 5. 5 Assemble: Goals Assemble: Name & Face Identify Existing EEs Assemble: Background Create Messaging Source & Snoop
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- 8. 8 Identifying the Hero(es) Our Job Opportunities We Require We Provide Our Products and Services Our Focus and Clients About Us
- 9. 9 Identifying the Hero She’s Perfectly Imperfect Can Laugh at Herself Engages on CSR Topics Fans are “Friends” Audience at Center Story Swift Acts Believable
- 11. 11 Identifying the Mentor Mentors Fit Into the Hero’s Life Mentors Increase Knowledge Mentors CARE Mentors are Selfless Influence the Hero Mentors Have Benefits, Too
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- 13. 13 Incorporating Story (exhaustative) DOCUMENTATION (explanatory) ORAL DELIVERY (dramatic) CINEMA & LITERATURE REPORT PRESENTATION STORY FACTS DATA PERSUASIVE MOTIVATING EXPERIENTIAL EMOTIONAL
- 14. 14 Story Presentation Form CROSS THE THRESHOLD BEGINNING MIDDLE END What could be What could be What could be What is What is What isWhat is The gap Reward: New Bliss TURNING POINT 1 CALL TO ADVENTURE TURNING POINT 2 CALL TO ACTION
- 15. 15 Communicate “The Big Idea” Articulate Unique POV Convey What’s at Stake Be a Complete Sentence
- 16. 16 Creating Common Ground SHARED EXPERIENCES COMMON GOALS QUALIFICATIONS 01 02 03
- 17. 17 Resonating Rewards Basic Needs Security & Safety Return on Investment Recognition Relationship Destiny
- 18. 18 0 3 SITUATION SICK AND HUNTED ET & Elliott bond THEY ESCAPE E.T. goes home, with Elliott in his heart 0 1 0 2 E.T. Left Behind Wants to go home CHALLENGE RESOLUTION STORY PATTERN Hold audience interest like a movie.
- 19. 19 The Audience Journey YOU ARE PROPOSING CHANGE ACKNOWLEDGE THE STRUGGLE IS REAL PLAY THE MENTOR & PREPARE THEM SHARE THE IMBALANCE (created need) CREATE THE CONTRAST
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Editor's Notes
- Ever Notice How Presentations Start? It’s all about ME – you’d think I was the point of the story…. Or that I (or my loved ones) were the audience instead of mostly strangers.
- And really, that’s the first problem with storytelling… most brands can’t (or don’t) identify who they’re telling stories to. Really Quick: Safe space – not talking about YOU or YOUR ORGS. I’m sure you tell great stories, right?
- Truth: Most brands write as though they ARE the audience. MORE TRUTH: Your audience only cares about you Except for how you benefit them.
- Purpose: Gives your talent attraction team the “blueprint” of who you want to hire (or engage with).
- The problem with most storytellers is they’re not telling stories, they’re telling anecdotes. This is because they don’t understand their role in the story.
- Hint: It’s Not You. Audiences detest self-centeredness, even from a brand.
- Answer: The Audience Is The Hero. Take a page from Swift Brand Story Management.
- Before you can influence them, you need to know them.
- Yup, that’s YOU – the Employer Brand as mentor.
- Learn the structural differences in how we share content: Report: Focuses on information, and exhaustive figures Story: Emphasizes evocative and implied information
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- Identify and share benefits to audience, their sphere of influence, and/or world around them through:
- Author Robert McKee said: “Something must be at stake that convinces the audience a great deal will be lost if the hero doesn’t obtain [their] goal. If nothing’s at risk, it’s not interesting.”
- Think all of this is too much work? Consider this- Stories have the power to change: 1) The way we feel: Stories demand an emotional investment from the audience 2) The way we think: Since audience sees themselves in the hero, stories pique and hold interest 3) The way we act: by bringing energy to the message 4) And the way we ultimately behave: Because STORIES have been the way we’ve taught lessons and initiated change for thousands of years, they have the power to cause us to take action the way no other method of information can… And that – the power of compelling storytelling – is what leads leads to better employer brands. Thank you.