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Brand Building Through Storytelling
Curated by Omar Kattan
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Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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Why Tell a 'Story' When You Can Tell The Truth? Keeping donors & fundraisers loyal

Why Tell a 'Story' When You Can Tell The Truth? Keeping donors & fundraisers loyal | Brand Stories | Scoop.it

About half our donors are leaving. According to Third Sector’s latest survey half the fundraisers are close behind them. It seems the only ones staying are the beneficiaries and God knows they’d leave if they could!

 

Now here's an interesting article -- all about when storytelling fails.

 

There is little talk about how/why storytelling fails in marketing, so I appreciate this post because it starts bringing our attention to this important topic.

 

As the author points out, one reason stories fail when you use them is when audiences perceive your stories as hype or a new kind of sales pitch.

 

How does that happen? It happens when YOU don't have an emotional link to the stories. They come across as inauthentic then.

 

As Charlie Hume, the author says at the end of this blog post, "What’s my real goal – a bonus if I hit this quarter’s target, or a world without poverty, an end to exploitation, a cure? Am I passionately committed to making this happen or am I making a living out of people dying?"

 

Ouch! But good points. 

 

Read this article for more points about why some stories don't work. Then make sure when you create and share your stories that you are as personally inspired by them as you hope your audience is. That's the secret to success!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Storytelling Reconsidered

Storytelling Reconsidered | Brand Stories | Scoop.it
As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop.

 

“If you know what story your customers live in, you can sell to them with ease.

… there is one thing I know for certain: You want to make your story BETTER.

Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”

 

I really like this article because of the solid advice it gives about how to frame and orient your business stories. For example, it's all about THEM and not you! And work with an org story professional to make sure you've got the stories well crafted (even I do this). Plus, if you are not happy with the story that defines you, then change it!

 

There are the points about Eucatastrophe and and lessons from Captain America. Fun, imagintative, and great points/reminders for us all!


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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Brand Stories | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


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What are story maps?

What are story maps? | Brand Stories | Scoop.it

Story maps use the concepts and tools of geography to tell stories about the world. They combine intelligent Web maps with text, multimedia content, and intuitive user experiences to inform, educate, entertain, and inspire people about a wide variety of topics. Most story maps are designed for non-technical audiences.

 

Hey -- here's another cool set of tools/templates to use for innovative storytelling!

 

Want to tell your story using maps? For example, do you have customers across the nation or globe? You can find ways perhaps to share this story using story maps.

 

This site contains a Workflows & Best Practices guide for how to use and create these maps, and a white paper on Telling Stories With Maps. And then there are free templates to download to get you started!

 

Hmmmmm -- so interesting. Yet another fab tool for visual storytelling to add to your biz story toolkit!

 

Original link:

http://storymaps.esri.com/wordpress/?page_id=909 

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Storytelling sounds like a great idea, but how do I make it work for my brand?

Storytelling sounds like a great idea, but how do I make it work for my brand? | Brand Stories | Scoop.it

If you enter the phrase “storytelling as a marketing tool” into Google search, you will get 1,650,000 results. Obviously a lot of people are talking about the value of storytelling in building awareness and trust for your marketing message.

 

Well, the title is an excellent question. And the author has the right idea in the solution he offers. But then everything goes haywire.

 

Yes, a case study is one way to tell your brand story. And the author makes good points about why. Yet the key elements he identifies for a case study will most likey generate text that is dry as desert sand. You'll get a half-baked promo and not a story.

 

So what do you do? Check out this article: http://terribleminds.com/ramble/2012/05/08/25-things-writers-should-know-about-creating-mystery/ I didn't curate this piece because the translation from this post for writers to the business world would have taken a long time.  

 

However, pay attention to at least these points (the others are great too):

#3 -- the case study elements in this post will read more like a news piece. Avoid this at all costs.

#4 -- the audience wants to work. Effective storytelling is about connection and engagement. People want to work for the story. Follow the advice here.

#9 -- Sue Spence & the Mystery Squad. Create suspense & mystery (yes! even in your biz stories this is critical). It is not hard.

#14 -- have a plot and a character

 

OK -- there are more insights in the second article. Not all the points in this second article apply to business storytelling, but they sure will get you a lot further along than the original advice about how to build a case study. And you'll have a lot more fun in the process!


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Five Ways To Weaponize Your Brand Storytelling

Five Ways To Weaponize Your Brand Storytelling | Brand Stories | Scoop.it
The future of your social media success is not chasing friends and followers, but rather influencing what they are talking about.

 

Truer words cannot be said! Love this article on branding. What I'm thrilled about is the verticle/horizontal axis of storytelling that the author talks about. It's brilliant!

 

Horizontal storytelling = your history and establishing your heritage.

 

Verticle storytelling = digging deep into your identity and core values and sharing those stories.

 

Ugghh on the title and original photo that I changed for this platform. So now we are militarizing branding??!! Oh, please. I almost didn't curate the article for this reason. 

 

So just ignore the title and photo and get to the gems this post offers.


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Karen Dietz's comment, April 6, 2012 5:13 PM
Many thanks for re-scooping this Heiko! Have a wonderful weekend :)
Karen Dietz's comment, April 7, 2012 11:24 AM
Thanks for re-scooping this article Omar! Enjoy your weekend and sending you many good thoughts.