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Your brand story
The document discusses the importance of communicating a charity's brand story through emotional and impactful personal stories, rather than through jargon or descriptions of services. It emphasizes that effective brand stories embody an organization's values, are relevant to its work, and feature elements of meaningful change. The document provides examples of how charities can develop storytelling by gathering stories from those they work with, appointing story managers, and leveraging existing systems and processes to find more inspiring narratives to share.
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Your brand story
- 1. Communica)ng Your Brand Story
- 2. A charity’s story begins with this…
- 3. …but o;en turns into this!
- 4. People write things like this:
- 5. 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.
- 6.
- 7. What do people really want to know?
- 8. Why stories work • Our brains are made that way. • They simplify complexity. • They create an emo.onal connec.on.
- 9.
- 10. 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.
- 11. And? Those values are explicit in Juliana’s story. She is bringing them to life.
- 12. 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!
- 13. Breakout 1 Spend 5 minutes talking to a neighbour about examples of good brand stories that you have heard about within your organisa.on.
- 14.
- 15. 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
- 16. What they did next • A story audit • Recruited a story manager • Built rela.onships and trust • Hunters and Gatherers • Developed principles
- 17. And for small organisa)ons? • Look at exis.ng systems and processes. • Develop your staff. • Celebrate success. • Be realis.c.
- 18. 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.
- 19. The best thing to do is to… Involve your greatest storytellers!
- 22.