Organisation Development
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Organisation Development
Developing healthy organisations
Curated by David Hain
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Rescooped by David Hain from Just Story It! Biz Storytelling!

What does your brand stand for? [infographic]

What does your brand stand for? [infographic] | Organisation Development |
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


This review was written by Karen Dietz for her curated content on business storytelling at ;

Via Karen Dietz
Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

Rescooped by David Hain from Just Story It! Biz Storytelling!

Sell Me A Story

Sell Me A Story | Organisation Development |

Jim Signorelli outlines the 6 Cs of StoryBranding: a breakthrough approach to identify and develop a compelling brand story.


Once again author Jim Signorelli nails it as he helps us understand how to effectively use stories and story elements in branding.


Here he chats about the 6 C's of story branding and creating a StoryBrief:

Collect (the back story) Characterize #1 (you) Characterize #2 (prospect) Connect Confront Complete


What I like about the article is how clearly Jim connects the dots for us all. He brings a template to us for the StoryBranding process that also assists us in our communications planning.


Read the article for the explaination of the steps and then get busy creating your own StoryBrief!

Via Karen Dietz
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Rescooped by David Hain from The Daily Leadership Scoop!

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | Organisation Development |
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.


Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.


Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.


And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.


We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.


This review was written by Karen Dietz for her collection of articles on business storytelling at ;

Via Karen Dietz, Bobby Dillard
Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing