The (Art) of Brand Storytelling - PRSA West Michigan Nonprofit Workshop

The ART of (BRAND)Storytelling

Dawn Pick Benson@GRbrandcontent

Saturday, September 14, 13

PRSA - West MichiganNonprofit Workshop

September 12, 2013Grand Rapids, Michigan


My story.


takomabibelot


http://www.everystockphoto.com/photographer.php?photographer_id=37803

http://www.everystockphoto.com/photographer.php?photographer_id=37803

photo credit: Mike Greenville


Why is storytelling important?


When facts become widely available and instantly accessible, each one becomes less valuable.

What begins to matter more is the ability to place facts in context and deliver them with emotional impact.

The essence of story: Context enriched by emotion.


Stories provide understanding.


“Humans are not ideally set up to understand logic;

they are ideally set up to understand stories.”

- Roger C. Schank, Cognitive Scientist


Stories provide meaning.


“ T h e s t o r y — f r o m Rumplestiltskin to War and Peace — is one of the basic tools invented by the human mind for the purpose of understanding.

There have been great societies that did not use the wheel,

but there have been no societies that did not tell stories.”

- Ursula K. Le Guin

http://www.trekearth.com/gallery/Asia/India/East/Orissa/Konark/photo1335152.htm




Stories are how we remember.


Stories distinguish you in a crowded marketplace.


'Oh Sweet Lorraine,'


https://itunes.apple.com/us/album/oh-sweet-lorraine-feat.-jacob/id676472051?i=676472063

https://itunes.apple.com/us/album/oh-sweet-lorraine-feat.-jacob/id676472051?i=676472063

Move people

Inspire others

Change lives


Stories are powerful.


Since 1886, Ouachita has been challenging young men and women to be Difference Makers.

Ouachita alumni, students, faculty, and staff are making a difference today as:• Governors

• University Presidents

• Teachers

• Business Leaders

• Engineers


“There isn’t anyone you can’t learn to love

once you’ve heard their story.”


We all have stories like this to tell.


Telling them, and doing it well,

isn’t easy.


Time Resources Targeted messaging

Channels: Facebook? Website? Monthly newsletter (print and/or digital)? Pinterest?

Choosing the best stories

Finding them

Cooperation across departments


BUT, it can make a difference between passive — and

passionate — donors, volunteers and friends.


Telling them well Planning & Execution

ResearchFinding the right stories

Two Challenges


Understand your audience’s emotional journey.

Key to finding the right stories


http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/

How many have researchers on staff?

How often is research the first line item we cross when we see a proposal for branding or a new website, etc?

“Go and spend time with those audiences, understand how they work and build an experience built around how they operate, built with

them in mind.” - Katrina Craigwell, General Electric’s digital marketing manager




A single story is incomplete. It makes one story become the only story.

http://blog.ted.com/2009/10/07/the_danger_of_a/




Understand your audience’s emotional journey.

Key to finding the right stories


Telling them well Planning & Execution

Two Challenges

ResearchFinding the right stories


Find your role in their journey.

Telling stories well


Consistent Channel-Specific

Compelling

Telling Stories Well


Worth sharing

Connects emotionally

Answers the question: “Why does your organization matter?”

Compelling


“... Understand not only where your customer will be exposed to your message, but what his or her emotional state will be when engaged with that media.”

- Fast Company, Melinda Partin, CEO and co-founder of Worktank

Channel-specific


Telling a consistent story across channels, no matter where your message is delivered.

Consistent


“Being consistent – whether it’s inyour terminology, your tone of voice,or the way you present information –is one of the keys to building trust.

And trust is key to any content

marketing program because it builds

loyalty and brand recognition.” - Andrew Kaufman, “The Case for Content Strategy”

http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/




“Inconsistencies degrade the power of story and cause mistrust.”

- Melinda Partin, CEO and co-founder of Worktank

htt//www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience


http://www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience

http://www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience

http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf

You’re not alone!




The 4-letter word:

PLAN (aka strategy)


“When you add a content strategist at the end of your process, it’s like designing a book jacket, creating the binding and the PR campaign...

...before you’ve even written the novel, devised the chapters, thought of the way your story will be told.”

- Margit Detweiler“4 Ways Brands Can Plan for Content Success”





Content strategy defines how you’ll use your content to meet organizational goals

AND satisfy audience needs.


Sets the long-term direction for all your content-related initiatives.

Ensures all activities work together toward the same goal.


“True content strategy is about more than good writing... It’s a process that facilitates the development of good content.”

- Andrew Kaufman, “The Case for Content

Strategy”







• Who is your audience?

• What key messages do you need to communicate? Why?

• What do they need to remember?

• What do you want them to do? (objectives, call-to-action)

• What are the best formats to communicate your message (how-to articles, newsletters, videos, etc.)?

• What are the best channels to communicate to them?

So, Before you begin design ...


Other key process questions • Who will create it? Edit it? Approve it? (workflow)

• When will we publish it? (content calendar)

• Where will we publish it?

• Why is it important to publish it?

• How are we promoting it once it’s published?

• How are key content decisions made? Who should make them? (governance)

source: Meet Content


A few suggestions

Consider your key content objectives & develop corresponding tactics for each.

Look for upcoming events & opportunities for meeting these objectives.

Intentionally seek out stories that speak to your audience’s emotional journey.

Develop a content calendar - make a plan for telling your stories well!


Let’s try it.


First, understand your audience’s emotional journey.

Finding the right stories


Then, find your role in their journey.

Telling the stories well


Every brand has a story to tell.

And telling it well can make the difference between

passive and passionate stakeholders.


If stories come to you, care for them.

And learn to give them away where they are needed.

Sometimes a person needs a story more than food to stay alive.”

- Barry Lopez, author of Arctic Dreams


Thank you!


Dawn Pick Benson@GRbrandcontent

[email protected]


mailto:[email protected]

mailto:[email protected]

The (Art) of Brand Storytelling - PRSA West Michigan Nonprofit Workshop

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