Storytelling is a role every person in your organization can, and must, play. In fact, it's the only way to ensure that great stores come to light. If everyone understands the role of stores in an organization and feels that they are valued for their contribution, then you start to build a storytelling culture that postively feeds and supports program development, continuous improvement, human resources, evaluation, marketing, fundrasing- the list goes on.
This guide is for many of the storytellers in your organization: senior leaders, marketing and communications professionals, evaluation and research professionals. It includes seven chapters plus resources throughout, examples from the for-profit and non-profit world, and an upcoming tools supplement to the guide.
1. Why we need to tell stories
2. Finding your story
3. Collecting and analyzing stories
4. Preparing & capturing your story
5. Telling the story, visually
6. Nine lives
7. Creating a storytelling culture
Kim Zinke (aka Gimli Goose)'s insight:
An update as of Feb 2014. Here's a new link for the downloadable pdf as well as another one for "Youtube - Non-Profit Video Playbook."
Stories don't tell us how to think or what to value. Rather, they provide a welcomed freedom to self-select the truths we read into them. This is why they can be immensely powerful.
Too often we think of 'story branding' as 'story pushing.' But I love what the author Jim Signorelli says, "In many ways, stories provide a great example for brands to follow. Brands, like stories, also contain truths. But whose truth is it, the brand's or ours? It is one thing for brands to push their meanings on us, and quite another to help us to our own conclusions." In the author's view, if approached properly, story branding avoids this whole 'pushing' dynamic.
So do you want to creat a brand story for your business? Then create a Story Brief first. This article talks about how to do just that. I really like this concept, and the beginning steps the author suggests.
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