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5 Places To Look For Your Brand's Story

5 Places To Look For Your Brand's Story | Just Story It | Scoop.it
From www.mediapost.com (via @NathanielToday) - July 23, 2012 9:22 AM
5 Places To Look For Your Brand's Story - 07/17/2012 (RT @BrandSquare: 5 Places To Look For Your #Brand's Story http://t.co/39Ush3XY #branding #storytelling...)...


Not sure how to get started in crafting your brand story? Here's a piece by Jim Signorelli with 5 tips on where to starting looking for the qualities and elements you want your brand story to embody. And don't forget his last tip -- ask your customers!


Start answering the questions Jim poses and it will make crafting and sharing your brand story much easier -- and just remember -- your brand story is made up of a set of stories that you get to share and tell, IMHO.


The creation of a 'grand narrative' -- a mono-story -- that reflects ALL you are about is passe and not as workable as in the past. We are moving away from the 'grand narrative' notion to the understanding of the power of sets of micro-stories -- even in marketing. This article really does not address this issue, so just keep this in the back of your mind as you are digging for your stories.


There is value in distilling these stories down to a workable few. So dig into these 5 places, have fun, and see what you come up with!


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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The Arc of Storytelling by Bobette Buster

The Arc of Storytelling by Bobette Buster | Just Story It | Scoop.it
From www.qideas.org - October 4, 2011 4:31 PM

Run, don't walk to watch this incredibly inspiring video about what we are all searching for in our storytelling.

 

Even though Bobette Buster is speaking about the entertainment industry, her words are incredibly important to anyone who is crafting and sharing their business stories.

 

Bobette talks about the most powerful stories (and this applies to our biz stories) being ones showing transformation, becoming fully alive, and offering hope. When we think about stories in marketing/branding we often forget these fundamentals.  The majority of 'business story' videos I watch these days totally miss these themes and end up being more like digital brochures than real compelling stories that build a growing cadre of loyal customers.

 

But think about this for businesses:  a founding story of an organization is often about being faced with a challenge and overcoming it -- that is showing transformation and offering hope to others.

 

Business stories about people (customers/staff) and the obstacles they've overcome + the results produced offer the same messages.

 

I could go on and on.  It's better to just watch the 15 minute video. Bobette talked 2 years ago at the Storytelling in Organization's Special Interest Group (SIO SIG) and was masterful.  The book "The Uses of Enchantment" she cites was a textbook in my PhD program.  I'm currently reading "Inside Story: The Power of the Transformative Arc" and it dovetails nicely with Bobette's talk.  I hope you get inspired and lots of ideas by watching this.

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