your brand story
DESCRIPTION
Catherine Raynor, Mile 91 Brand development conference www.charitycomms.org.uk/eventsTRANSCRIPT
Communica)ng Your Brand Story
A charity’s story begins with this…
…but o;en turns into this!
People write things like this:
What’s happened?
We forget about the emo.on that drove the founding of a charity. We stop talking about why we
exist and instead use jargon to talk about what we do.
The result?
What do people really want to know?
Why stories work
• Our brains are made that way.
• They simplify complexity.
• They create an emo.onal connec.on.
Demonstra)ng Impact
How is that a brand story?
VSO’s brand values are: • People are the best agents of change. • Knowledge is our most powerful tool. • Progress is only possible by working together. • By thinking globally, we can change the world.
And?
Those values are explicit in Juliana’s story. She is bringing them to life.
What makes a good brand story?
• A good story doesn’t necessarily make a good brand story.
• It needs to embody your values, be relevant to your organisa.on and it should include an element of change…but not any old change!
Breakout 1
Spend 5 minutes talking to a neighbour about examples of good brand stories that you have heard about within your organisa.on.
Developing brand storytelling
What they did
• Created a story-‐led brand.
• Asked those they work with to share their stories and ambi.ons.
• CommiOed to building a culture of storytelling
What they did next
• A story audit • Recruited a story manager
• Built rela.onships and trust
• Hunters and Gatherers • Developed principles
And for small organisa)ons?
• Look at exis.ng systems and processes.
• Develop your staff. • Celebrate success. • Be realis.c.
Breakout
Spend 5 minutes talking to a (different!) neighbour about what exis.ng systems and processes you have that you could tap into to find more stories.
The best thing to do is to…
Involve your greatest storytellers!
www.mile91.co.uk @Mile91_