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Just Story It Biz Storytelling
Story as a path to transformative leadership & business success    www.juststoryit.com  619-235-0052
Curated by Karen Dietz

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Digital Storytelling for Branding | think. feel. grow!

Digital Storytelling for Branding | think. feel. grow! | Just Story It Biz Storytelling | Scoop.it
I've started collecting instances of animated digital stories. This video from Moo.com matches their light and quirky branding. The music is bluegrass-y, the visuals march along at double-speed, and the stickers created in the ...

 

Here's a great example of a digital story for branding purposes.  I like that it's also about the 'back story' of how the company Moo makes its product.  There are good lessons here for us all.  Watch the video and get your ideas flowing.

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Storytelling Presentations | Knight Digital Media Center

Storytelling Presentations | Knight Digital Media Center | Just Story It Biz Storytelling | Scoop.it
Storytelling Presentations | Knight Digital Media Center http://t.co/PNGOlvlM...

 

Wow -- what a big list of different types of storytelling presentations from all different perspectives.  Explore to your heart's content.

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Digital Learning Commons hosting 2 Community Engagement & Storytelling Workshops with Special Guest Barbara Ganley

Digital Learning Commons hosting 2 Community Engagement & Storytelling Workshops with Special Guest Barbara Ganley | Just Story It Biz Storytelling | Scoop.it
Related posts:Digital Learning Commons hosting 2 Community Engagement & Storytelling Workshops with Special Guest Barbara Ganley The Digital Learning Commons is extremely excited to be hosting...

 

Hey -- if you can go hear Barbara talk, then share with us how it went.  For the rest of us, I love the graphic that's posted displaying the interlocking dimensions of effective storytelling -- it really tells the story of storytelling. Keep this graphic in your back pocket to remind you about how these 3 elements intertwine as your share your business stories and listen for others.

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The Storybranding Group | Free new eBook on Bringing Your Message to Life

The Storybranding Group | Free new eBook on Bringing Your Message to Life | Just Story It Biz Storytelling | Scoop.it

I originally wrote this review in September 2011 and have modified it slightly (Jan 9, 2012) because using archetypes in your marketing can be helpful.  And Cindy Atlee at the Storybranding Group has now come out with some assessments that could also be helpful to you (see Jan. 10 curated post from A Storied Career).


I thought long and hard about posting this piece and finally decided to do it.  I hesitated because I don't really care to be hyper-critical.  But this really bothered me because people will read the book and think "Oh, this is what business storytelling is all about" when it's not. So here goes.

 

What I like about this downloadable ebook:  it's gorgeous and a beautiful example of a communication rich document.  The layout and visuals are spot on and an example I want to emulate.  So take some lessons here on presentation.

 

The focus of the ebook is on using archetypes.  That's OK, yet a convoluted way to get at your biz stories.  I'm fully aware of archetypes and their power.  It can be a part of crafting stories yet I don't know anyone formally trained in storytelling who would start with archetypes.  There's nothing on identifying your personal business stories, story structure, story types, essential elements, sensory material, and other story devices that will actually help you find, craft and tell your business stories. So as a how-to book on marketing/branding and storytelling it doesn't work for me.  


Archetypes can be very powerful however, when figuring out who your customers are and how to connect with them best. And they are great to use when creating personas of your customers.  I do work with archetypes during certain phases of my story work with certain clients. And I love and have used Carol Pearson's work on archetypes in business depending on the client and their specific need.  Once your have identified your business stories, looking at the archetypes operating within the stories can also be very useful.


If you are working with big corporations, archetypes become a more important front and center activity.  For smaller firms and entrepreneurs, it comes much later. So it really comes down to the size of the client, what their exact needs are, and the particular story approach and story tools that are required to get the work done.

 

The rest of the material in the ebook is intersting with a few tips here and there. And it is a good example about how branding/marketing professionals approach story work.

 

Go grab it for its visual presentation, and read through it for those additional marketing insights.

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Cindy Atlee's comment, September 13, 2011 6:20 PM
Hi Karen, Well, you're absolutely right, my eBook isn't about storytelling. It's about messaging and shorter communications forms where I've found that story-based thinking (like establishing a role and staying focused on an outcome) actually helps people say things that are more authentic and more meaningful to others. I'm especially passionate about helping people remember who they really are, which is why archetypes are so important. Using the framework of a storyline helps people and organizations really see what's best and most distinctive and even most honorable about them. I like to think that helps keep them on track both in terms of what they say and what they do in the world. That's probably just the Pollyanna in me--or maybe the topic for my next eBook!
I'm trained in archetypes--not storytelling--so I don't know if others would agree with you that storytellers never start with archetypes. Sounds like an interesting question for some of my storytelling friends, though. Maybe we can get some conversation going on that :)

Karen Dietz's comment, September 13, 2011 8:47 PM
Cindy -- many thanks for your comments back and I very much appreciate your insights. I agree that story-based communication helps people be more authentic. And using archetypes to help people remember more of who they are is spot on -- one of the best uses of archetypes! I've used archetypes in branding work. Part of my training is in oral storytelling, so that's where I start with clients. We then move to written stories, then plumb the depths of their stories for visual language. At some point we might end up working with archetypes, but usually not. I do understand the work of developing personas with clients and using archetypes in that way. But I think we are reaching different audiences and fulfilling different needs in our work. I do love that you help people find their authentic voice and more power to you! It's important work. I just get touchy about the storytelling piece! Keep going and thanks for the conversation and insights.
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Rapid Storytelling: 20 Slides in 6 min. What the Pecha Kucha?

Rapid Storytelling: 20 Slides in 6 min. What the Pecha Kucha? | Just Story It Biz Storytelling | Scoop.it
Pecha Kucha is a presentation method, developed in Japan, that is reputed to improve audience attention. It is a method of presenting that ensures both content and length are kept ...

 

Here's a great exercise & method to create powerful yet brief stories to share with only 20 slides with 20 seconds for each slide.  This is a discipline all business could develop and use for those times when you have to share your story both quickly and well.

 

Originally shared via Twitter @marketingwizdom.

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Nonprofit Storytelling Resources — Nonprofit Storytelling for Marketing and Fundraising

Nonprofit Storytelling Resources — Nonprofit Storytelling for Marketing and Fundraising | Just Story It Biz Storytelling | Scoop.it
This page contains an in-depth curation of nonprofit storytelling resources including books, videos, articles, webinars, and research papers.

 

This is a pretty good list for non-profits.  Actually, it's a pretty good list for any business!


Via steve heye
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Wilton Blake's comment, September 6, 2011 9:15 PM
Thanks for sharing Karen!
Wilton Blake's comment, September 6, 2011 9:15 PM
Thanks for sharing Karen!
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5 Tips For Using Your Blog as Branding Tool — BlogWorld & New ...

5 Tips For Using Your Blog as Branding Tool — BlogWorld & New ... | Just Story It Biz Storytelling | Scoop.it
It's no grand secret in the blogging world that story-telling is an awesome tool for content creation. People like to feel like they're getting to know you, and the best way they can do that in many cases is for you to tell stories ...

 

Nice piece connecting storytelling to blogging and branding.  There are good tips here and I like how the author presents her ideas.

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5 Key Questions to Ask When Crafting Your Story · StoryTalk

The place to discuss all things story, storytelling, and narrative.

 

The author of this article, David Vanadia has summed story crafting up to its essential elements.  If you can answer these 5 questions, you are well on your way to creating a compelling story.  Add in visual imagery, contrast, metaphors, problem & resolution, and you've got it.  Easier said than done, so get some coaching when you need it.  Thanks David for the simplicity of this article.

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Brand Management - Create Your Own Language - Notables - Darren Leet Inc. News and Notables

Brand Management - Create Your Own Language - Notables - Darren Leet Inc. News and Notables | Just Story It Biz Storytelling | Scoop.it
Corporate branding is the act of creating your own language between company and customer (RT @BenAfia: Branding is about creating a story - a narrative between you and your customer - http://ow.ly/6ggTY...)...

 

Here's a great little article de-mystifying branding and telling your story.  It's clear, simple, and has insights for us all.

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How biz storytelling works...Making up Stories: Perception, Language, and the Web

How biz storytelling works...Making up Stories: Perception, Language, and the Web | Just Story It Biz Storytelling | Scoop.it

Business storytelling is about creating inferences, bridging, and then choosing 1 of 4 options to build coherence with your audience.  Sound complicated?  It's not.

 

This article takes all the mystery out of the hype about business storytelling.  It allows readers to clearly understand critical storytelling elements, how they work, and how to use them.  The authors give 2 examples of selling on-line & storytelling to illustrate their points.

 

It's a good article.  Enjoy.

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Sharing Authentic Stories -- How To Democratize The Media | Amy Goodman | Big Think

Amy Goodman has faith in the power of authentic stories.

 

Host of Democracy Now, Amy Goodman makes terrific points here about the power of sharing authentic stories.  

 

I love the point she makes about the difference between chatter and authentic stories -- and that what we hear mostly in the media (including social media) is chatter, not authentic storytelling.

 

What's this got to do with business?  99% of my clients don't want, or don't know how, to share their own authentic stories.  But those are the stories we want to hear.

 

If you're in business, forget the hype, forget the buzz and learn how to share your stories authetnically.

 

Watch this video to learn more.

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14 Types of Stories You Can Tell On Your Blog

14 Types of Stories You Can Tell On Your Blog | Just Story It Biz Storytelling | Scoop.it
Yesterday we explored WHY stories can be such a powerful communication tool on your blog. Today we'll look at 14 ...

 

Here is a quick and nifty article from ProBlogger about the types of stories any blogger can include in their posts. In fact, any business looking for stories to tell about itself can use this list (yes, even failure stories).

 

Don't just stop at blogging these stories -- tell them at networking events, in the sales process, story your website with these, and share them during other marketing activities.

 

I hope this list inspires your imagination and you start seeing the vast opportunity for sharing your business stories as a way to gain and keep loyal customers.

 

There are a few others to weave in to build trust & credibility:

The "How you got started" story, your "Vision of the future" story, and "Your commitment" story about what keeps you going in good times and bad.

 

Why are these 3 stories important to add to the mix? Because people what to know your reasons for writing and the challenges you've overcome; they want to know about what the future could look like by hanging out with you; and they want to know what keeps you motivated -- they want to know if they can depend on you.

 

So add these to the list and you are good to go!

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Listen for the Real Narrative--Tom Graves / Tetradian » mythquake

Listen for the Real Narrative--Tom Graves / Tetradian » mythquake | Just Story It Biz Storytelling | Scoop.it

An article about what NOT to do when evoking stories from others.

 

All too often when evoking stories from others, we are so caught up in what we think the story is going to be, that we completely miss the real story being told.

 

Here's a perfect short blog post illustrating this.  Read it and weep.

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Symbols, Storytelling and Corporate Culture

Symbols, Storytelling and Corporate Culture | Just Story It Biz Storytelling | Scoop.it
How to manage the culture of the organization as new employees join and mesh with existing employees?

 

This is a great example of how stories shape our business culture. Whether you are a solo-preneur working with vendors, or a small business with a few employees, read this story because it still applies to you.  What story(ies) are you creating that people can tell about you?

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How To Effectively Tell Your Brand's Story On Twitter | Fast Company

How To Effectively Tell Your Brand's Story On Twitter | Fast Company | Just Story It Biz Storytelling | Scoop.it
RT @fastcompany: How To Effectively Tell Your Brand's Story On Twitter by @nicknanton @JWDicks http://ow.ly/6tuCc /via @FastCoLeaders...

 

OK -- this is a great article that's actually about how to share your business narrative over time.  Every business has a set of core stories to share about itself -- and you build an additional repertoire of stories over time.  Taken together, that creates your business narrative.  As you share your stories in various ways (online and offline), it builds your business narrative.  This article is about creating and sharing your narrative voice on Twitter.  It's not really about sharing one of your business stories in 140 characters or less.  It may sound like I'm splitting hairs, yet I'm a firm believer in clear thinking creating clear action.  

 

I do like the points this article makes about how to build and share your narrative voice on Twitter, so enjoy reading it!

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Story, interrupted: why we need new approaches to digital narrative – Nieman Storyboard - A project of the Nieman Foundation for Journalism at Harvard

Story, interrupted: why we need new approaches to digital narrative – Nieman Storyboard - A project of the Nieman Foundation for Journalism at Harvard | Just Story It Biz Storytelling | Scoop.it
Story, interrupted: why we need new approaches to digital narrative http://ht.ly/6uMPu #storytelling...

 

This is a long article but well worth reading for all of those who want to take their business stories and move them into digital media.  The author carefully lays out the best ways to integrate pics, videos, etc. into a linear story by taking advantage of structural interludes.  And he includes examples of digital stories told well that take advantage of this method.  Clear, concise and very well done.

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StorySelling “How to Write Mini User Stories”

Why: Use mini user stories, with the right sales message, so that your salespeople are able to sell value and differentiate your offering instead of pitching product and reducing price. Mini User Stories: Make the stories short.

 

THE ORIGINAL LINK IS BROKEN! HERE'S THE NEW LINK: http://insightdemand.com/wp-content/uploads/2011/11/How-to-Write-Mini-User-Stories.pdf


One of the best articles I've read on using stories in sales.  The author give how-to tips and concrete examples on crafting your sales stories so the customer is the hero, and you are the winner (higher sales).  Well done (and it works)!  

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Great Storytelling & Marketing Tips

Great Storytelling & Marketing Tips | Just Story It Biz Storytelling | Scoop.it

There are great tips in this article for telling your story and marketing your organization.  These are lessons from the non-profit world that apply directly to entrepreneurs and small businesses who don't have big budgets to work with.

 

Learn to share your vision, create your unique and authentic voice, all without breaking the bank.

 

Originally shared from @youcanhelp on Twitter.

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IKEA and authentic stories of identity

IKEA and authentic stories of identity | Just Story It Biz Storytelling | Scoop.it
In August, I had several speaking engagements in Buenos Aires, around the theme of using storytelling in branding and e-marketing. As always, one of my central themes was that many of the principles I use in leadership ...

 

The author contrasts how Margaret Thatcher used her personal stories to great effect as a leader, and how IKEA as an organization does the same.  Good examples and insights are shared here.

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Telling Your Business’s Story On Facebook

Telling Your Business’s Story On Facebook | Just Story It Biz Storytelling | Scoop.it

Here are three small business truths:
Small business is social in nature
Small business is mostly local in nature
Small business is by people, for people
Because these things hold true, it makes sense to engage with story.

 

What more can I say?  Just go read the article :)  The author makes excellent points when bringing your business stories into social media.

 

Thanks Gregg Morris for sharing this article with me from his curated content Story and Narrative.


Via Gregg Morris
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One Picture Stories - Stories pictured, written and painted with an iPhone

One Picture Stories - Stories pictured, written and painted with an iPhone | Just Story It Biz Storytelling | Scoop.it
My digital storytelling projects: iPhone-made stories » http://t.co/zma66QY #1picstory...

 

How inventive!  And yes, it is possible to share a story with a pic and few words.  These are closer to story triggers than true stories -- but they are good.  What's a story trigger?  It's sensory material that sparks a story within us -- we remember a similar story, or a time or an experience from our past, or imagine the same.  

 

Regardless, these iPhone stories are a hoot.  The take-away for businesses?  As you are creating your mobile websites, play with sharing one or more of your stories in this format.  Could be fun and engaging.

 

Enjoy these stories!

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A Quarter for a Tale: Corporate Storytelling: When Your Story is Worthless

A Quarter for a Tale: Corporate Storytelling: When Your Story is Worthless | Just Story It Biz Storytelling | Scoop.it
Why your business story might be worthless - http://ow.ly/6evkU - thanks @storyteller...

 

I just reviewed an article about corporate culture and storytelling that creates engagement.  Now here's an article about the other side of the coin:  having a great story to tell with nothing to back it up with.  In other words, your customer service or internal processes suck so bad, your story turns worthless.

 

Written by my colleague Sean Buvala, this is well worth the reminder that the "lure of story" is seductive, but don't go there unless you can walk your talk.

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Sean's comment, August 30, 2011 6:56 PM
Thanks for posting, Karen.
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Chuck Carey of Troika: How listening and design shape brand storytelling

Chuck Carey of Troika: How listening and design shape brand storytelling | Just Story It Biz Storytelling | Scoop.it

Chuck Cary of the branding company Troika shares the first essential step in effective branding -- listening.

 

That's why I chose this article & video to share with you.  Listening is most often overlooked in branding efforts.

 

The rest of the video is weak on connecting storytelling to brand design, unfortunately.  Missing is a discussion of how stories are imbedded with emotional and sensory material which then guides the design process.  As a result, we are left with some vague idea that branding is storytelling without ever defining it.

 

But the points about listening are well worth the read.  And my comments about what's missing will hopefully help shape future discussions about the link between storytelling, design, and branding.

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Storyboarding | Multimedia Storytelling | Knight Digital Media Center

Storyboarding | Multimedia Storytelling | Knight Digital Media Center | Just Story It Biz Storytelling | Scoop.it

Here's an article that's a good synopsis on what is a storyboard and how to create them.  

 

The author Jane Stevens shows you how to break the story down into its parts, then helps you think through which part of the story should be a video, which part should be a photo, etc.  Then Jane gives an example to illustrate her points.

 

Storyboarding is an essential tool when moving a business story into digital media and this is a very good primer for doing just that.  It's an evergreen article, so keep this one around.

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Tell your story and change perceptions

Tell your story and change perceptions | Just Story It Biz Storytelling | Scoop.it
Successful marketers tell a compelling story, and that story creates word-of-mouth. They don’t talk about features or even benefits. They tell a story that we intuitively embrace, buy into, then pass ...

 

A great article with good examples of how companies are sharing their stories to increase their business.  

 

I really like the examples.  Just remember one important point that this article does NOT make -- a tag line or a company promise is not a story.  It is a story trigger, however, and can be very useful.  Just know the difference.

 

What's a story trigger?  It a metaphor or statement or icon or image that references or triggers a story within someone.  Story triggers are very effective tools.  But they are not stories.  So let's clear up this confusion now and get better at working with stories and story triggers when using them in business.

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