the basic elements of a good brand story
TRANSCRIPT
What are the basic elements of good
brand story ?
Raf StevensCorporatestoryteller.be
But first this silly question…
Why does most business communication
lacks impact?
But people love stories
• Stories have been used to pass along knowledge for thousands of years
• Every culture has a history ofstorytelling
• Stories can take many forms: written, oral, paintings, architectural.
Cave Painting from Lascaux Caves in France
People love stories
Where do stories come from ?
What are stories about ?
The elements of storytelling
Oh yes, you want to know what the elements
of a good brand story are.
Raf StevensCorporatestoryteller.be
Easy…Think Robin Hood.
1. Show exceptional quality
Raf StevensCorporatestoryteller.be
2. Focus on a good cause
Like freeing the people from “bad king john”
Raf StevensCorporatestoryteller.be
4. Have recognisable appearence
Raf StevensCorporatestoryteller.be
5. Use the right words
Like “Steal from the rich and give
it to the poor”
Raf StevensCorporatestoryteller.be
Which is much better then:
“How to hit on Marian?”
Raf StevensCorporatestoryteller.be
6. Have a good name for the story
Like: ‘Hood’
Raf StevensCorporatestoryteller.be
Raf StevensCorporatestoryteller.be
Yes we can
Raf StevensCorporatestoryteller.be
“Fly like a butterfly, sting like a bee”
Raf StevensCorporatestoryteller.be
“One small step for a man, one giant leap for mankind.”
Raf StevensCorporatestoryteller.be
A good story?
Raf StevensCorporatestoryteller.be
So… a good story
1. Strong name
2. Visual recognition
3. Good cause
4. Right words
Raf StevensCorporatestoryteller.be
Pro
du
ct
YOURSTORY
YOURTELLING
THEIRCONVERSATIONS
Raf StevensCorporatestoryteller.be
YOURSTORY
YOURTELLING
THEIRCONVERSATIONS
Raf StevensCorporatestoryteller.be
The Know WHY
YOURSTORY SUCCESS ?
Raf StevensCorporatestoryteller.be
Do this test!
Raf StevensCorporatestoryteller.be
Strong name: ..............................
Visual : ...............................
Good cause: ................................
Right words: ................................
Raf StevensCorporatestoryteller.be
Don’t forget to answer the 1 billion question
Raf StevensCorporatestoryteller.be
Why should I care ?
Raf StevensCorporatestoryteller.be
Why do you make this beer?
Raf StevensCorporatestoryteller.be
Raf StevensCorporatestoryteller.be
YOURSTORY
Name
CauseVisual
Words
The Know WHY
??
Raf StevensCorporatestoryteller.be
Why is the world better of with my activity?
Why are the people better of when it comes from me?
Why do people need the story that I tell?
The Know WHY
Raf StevensCorporatestoryteller.be
Marketing 3.0 - Kotler
Raf StevensCorporatestoryteller.be
Ooh...Just 1 little thing
Raf StevensCorporatestoryteller.be
Raf StevensCorporatestoryteller.be
Don’t build your story
Be your story
Raf StevensCorporatestoryteller.be
THE ENDwww.corporatestoryteller.be