SlideShare a Scribd company logo
TELLING YOUR BRAND STORY THROUGH
POWERFUL NARRATIVE.
(ON A BUDGET)
TELLING YOUR BRAND STORY DOESN’T HAVE TO COST THE EARTH
NOT EVERY SUCCESSFUL PIECE OF CONTENT REQUIRES A
BIG-BUDGET.
BUT IT DOES NEED TO MAKE A BRAND WORTH REMEMBERING.
FOR THE RIGHT REASONS.
People seem to like my film because it's the
story that shines through.
You don't always need a huge budget, just
an impactful narrative that gets the
message across. PHIL BEASTALL, 2018
£50
STEP ONE
IDENTIFY YOUR PURPOSE
YOUR PLATFORM FOR DIFFERENTIATION IN A
CROWDED PLACE.
NB. NOT TO BE CONFUSED WITH A MISSION STATEMENT THAT A PLETHORA OF BRANDS CAN CLAIM.
A PURPOSE-DRIVEN BUSINESS HAS A DEFINED ROLE IN ITS MARKET.
TEASE IT OUT
What do you stand for?
Remain objective. A good purpose must hold you
to account. It should be possible to fail. It gives you
the chance to continually improve and constantly
prove yourself to your sceptical audience.
WHAT DO YOU STAND FOR?
You can bring more generosity of spirit, more enthusiasm, more
kindness, more resilience, more positive energy, more bravery and
more magic to the room than anyone else, at least right now.
Because you choose to. That can be what you stand for.
SETH GODIN 2017
If you don’t have a unique product benefit, make it
an emotional one.
STEP TWO
FROM YOUR PURPOSE, FIND YOUR VOICE.
What you say and how you say it is the first
tangible impression your audience will get of your
brand and what you stand for.
Curate the story you tell and the messages you
reinforce, through every step of your customer’s
journey.
STEP THREE
USE YOUR PURPOSE AND VOICE TO DEVISE A BLUE
PRINT FOR YOUR BUSINESS STORIES
VISTA PR’S PURPOSE BLUE PRINT
PUTTING
FAMILY
FIRST
Only working
with businesses
who want to
connect to
families.
Unrivalled
knowledge of
parent
influencers.
Continual
insights into
family life from
outside of the
London bubble.
Tackling briefs
by answering a
family need.
Providing
exceptional ‘in-
house’ client
service. Like
one of the
family.
Partnering like-
minded clients.
One big family.
Champions of
equal pay,
shared parental
leave and
family friendly,
flexible working.
STEP FOUR
TELL YOUR STORY THROUGH COMPELLING CONTENT.
VISTA’S PURPOSE PLAYED OUT ON INSTAGRAM
#PRGIRLSINTHECOUNTRY
VISTA’S PURPOSE PLAYED OUT ON OUR VISTA
VILLAGE BLOG
TO WALK OR NOT
TO WALK, THAT IS
THE QUESTION.
MUM GUILT. IS IT
WORSE DURING THE
HOLIDAYS?
WHY DADS AREN’T
TAKING UP SHARED
PARENTAL LEAVE
(BUT WHY WE ALL
SHOULD).
IS IT POSSIBLE TO
HAVE CHILDREN
AND A REWARDING
CAREER?
WHO IS TO BLAME
FOR OUR
CHILDREN’S LOST
WAISTLINES?
HYSTERECTOMY: THE
END OF NEW
BEGINNINGS OR LIFE
BEGINS AGAIN?
WWW.VISTAPUBLICRELATIONS.COM
AND HOW WE BROUGHT START-RITE SHOES BRAND
PURPOSE TO LIFE THROUGH SHAREABLE CONTENT.
CHILDREN’S FOOTWEAR THAT ENABLES HEALTHY
PHYSICAL DEVELOPMENT.
THE 5-4-5 CAMPAIGN
AS THE EPIDEMIC OF CHILDHOOD OBESITY
SWELLED, MOST BUSINESSES AND NGOS
RESORTED TO SHOCK TACTICS AND
NEGATIVITY: INACTIVITY RELATING TO
WEIGHT GAIN, CARDIOVASCULAR DISEASE
AND TYPE 2 DIABETES.
WE LOOKED AT THE EFFECT OF INACTIVITY
ON A CHILD’S DEVELOPING BODY AND
DEVISED SOLUTIONS FOR PARENTS.
WE ENGAGED FITNESS EXPERTS TO DEVISE
THE FIRST EVER HIIT ROUTINES FOR
CHILDREN.
5-4-5: 5 SIMPLE EXERCISES ENCAPSULATED
IN A ROUTINE LASTING FOR 5 MINUTES.
THE FILMED CONTENT IS FUN, ENGAGING,
EASY TO FOLLOW. THE CHILDREN WERE
ALLOWED THE FREEDOM TO EXPRESS
THEMSELVES.
THE CAMPAIGN WAS
DESIGNED TO APPEAL TO
PARENTS AND CHILDREN.
5-4-5
TWO DAYS FILMING. TWO DAY EDIT. ONE PHOTOGRAPHER.
SIX 5-4-5 FILMS.
COMBINED WITH PROVOCATIVE, NEWSWORTHY STORY ANGLES
DELIVERED NATIONAL COVERAGE AND SOCIAL SHARING.
Telling your business story through powerful narrative.
CAN VISTA HELP YOU TO IDENTIFY YOUR PURPOSE,
TONE OF VOICE AND MANAGE YOUR BRAND STORY
AND ITS NARRATIVE
…WITHOUT BREAKING THE BANK?
WWW.VISTAPUBLICRELATIONS.COM JANE PAVIA-DAVIS JPD@VISTAPUBICRELATIONS.COM

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Telling your business story through powerful narrative.

  • 1. TELLING YOUR BRAND STORY THROUGH POWERFUL NARRATIVE. (ON A BUDGET)
  • 2. TELLING YOUR BRAND STORY DOESN’T HAVE TO COST THE EARTH
  • 3. NOT EVERY SUCCESSFUL PIECE OF CONTENT REQUIRES A BIG-BUDGET. BUT IT DOES NEED TO MAKE A BRAND WORTH REMEMBERING. FOR THE RIGHT REASONS. People seem to like my film because it's the story that shines through. You don't always need a huge budget, just an impactful narrative that gets the message across. PHIL BEASTALL, 2018 £50
  • 5. YOUR PLATFORM FOR DIFFERENTIATION IN A CROWDED PLACE. NB. NOT TO BE CONFUSED WITH A MISSION STATEMENT THAT A PLETHORA OF BRANDS CAN CLAIM.
  • 6. A PURPOSE-DRIVEN BUSINESS HAS A DEFINED ROLE IN ITS MARKET.
  • 7. TEASE IT OUT What do you stand for? Remain objective. A good purpose must hold you to account. It should be possible to fail. It gives you the chance to continually improve and constantly prove yourself to your sceptical audience.
  • 8. WHAT DO YOU STAND FOR? You can bring more generosity of spirit, more enthusiasm, more kindness, more resilience, more positive energy, more bravery and more magic to the room than anyone else, at least right now. Because you choose to. That can be what you stand for. SETH GODIN 2017 If you don’t have a unique product benefit, make it an emotional one.
  • 9. STEP TWO FROM YOUR PURPOSE, FIND YOUR VOICE.
  • 10. What you say and how you say it is the first tangible impression your audience will get of your brand and what you stand for. Curate the story you tell and the messages you reinforce, through every step of your customer’s journey.
  • 11. STEP THREE USE YOUR PURPOSE AND VOICE TO DEVISE A BLUE PRINT FOR YOUR BUSINESS STORIES
  • 12. VISTA PR’S PURPOSE BLUE PRINT PUTTING FAMILY FIRST Only working with businesses who want to connect to families. Unrivalled knowledge of parent influencers. Continual insights into family life from outside of the London bubble. Tackling briefs by answering a family need. Providing exceptional ‘in- house’ client service. Like one of the family. Partnering like- minded clients. One big family. Champions of equal pay, shared parental leave and family friendly, flexible working.
  • 13. STEP FOUR TELL YOUR STORY THROUGH COMPELLING CONTENT.
  • 14. VISTA’S PURPOSE PLAYED OUT ON INSTAGRAM #PRGIRLSINTHECOUNTRY
  • 15. VISTA’S PURPOSE PLAYED OUT ON OUR VISTA VILLAGE BLOG TO WALK OR NOT TO WALK, THAT IS THE QUESTION. MUM GUILT. IS IT WORSE DURING THE HOLIDAYS? WHY DADS AREN’T TAKING UP SHARED PARENTAL LEAVE (BUT WHY WE ALL SHOULD). IS IT POSSIBLE TO HAVE CHILDREN AND A REWARDING CAREER? WHO IS TO BLAME FOR OUR CHILDREN’S LOST WAISTLINES? HYSTERECTOMY: THE END OF NEW BEGINNINGS OR LIFE BEGINS AGAIN? WWW.VISTAPUBLICRELATIONS.COM
  • 16. AND HOW WE BROUGHT START-RITE SHOES BRAND PURPOSE TO LIFE THROUGH SHAREABLE CONTENT. CHILDREN’S FOOTWEAR THAT ENABLES HEALTHY PHYSICAL DEVELOPMENT. THE 5-4-5 CAMPAIGN
  • 17. AS THE EPIDEMIC OF CHILDHOOD OBESITY SWELLED, MOST BUSINESSES AND NGOS RESORTED TO SHOCK TACTICS AND NEGATIVITY: INACTIVITY RELATING TO WEIGHT GAIN, CARDIOVASCULAR DISEASE AND TYPE 2 DIABETES. WE LOOKED AT THE EFFECT OF INACTIVITY ON A CHILD’S DEVELOPING BODY AND DEVISED SOLUTIONS FOR PARENTS. WE ENGAGED FITNESS EXPERTS TO DEVISE THE FIRST EVER HIIT ROUTINES FOR CHILDREN. 5-4-5: 5 SIMPLE EXERCISES ENCAPSULATED IN A ROUTINE LASTING FOR 5 MINUTES. THE FILMED CONTENT IS FUN, ENGAGING, EASY TO FOLLOW. THE CHILDREN WERE ALLOWED THE FREEDOM TO EXPRESS THEMSELVES. THE CAMPAIGN WAS DESIGNED TO APPEAL TO PARENTS AND CHILDREN. 5-4-5
  • 18. TWO DAYS FILMING. TWO DAY EDIT. ONE PHOTOGRAPHER. SIX 5-4-5 FILMS. COMBINED WITH PROVOCATIVE, NEWSWORTHY STORY ANGLES DELIVERED NATIONAL COVERAGE AND SOCIAL SHARING.
  • 20. CAN VISTA HELP YOU TO IDENTIFY YOUR PURPOSE, TONE OF VOICE AND MANAGE YOUR BRAND STORY AND ITS NARRATIVE …WITHOUT BREAKING THE BANK? WWW.VISTAPUBLICRELATIONS.COM JANE PAVIA-DAVIS JPD@VISTAPUBICRELATIONS.COM