Brand Storytelling.

Branding is about creating a unique identity and landing a memorable message that moves people into action. Flashy imagery and catchy taglines have long been the tools of the branding trade but, they don’t engage or inspire action nearly as powerfully as an expertly crafted and well-told story.

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Why Brand Storytelling?

Splashing brand visuals across billboards, magazines and mailings doesn’t work anymore. Why? A brand isn’t simply what the company says it is – it’s also shaped what customers say about it to their peers. Smart brand teams steer the conversation through the brand stories they tell.

Here are some of the traits of great brand stories:

What is a Brand Story?

A story that recounts the experience of a character struggling against an obstacle who is helped by a guardian which takes the form of a brand.

1.

Ch

Characters

2.

Sc

Scenes

3.

Em

Emotion

4.

Tn

Tension

5.

An

Anecdotes

6.

Mp

Metaphors

7.

Vp

Viewpoints

8.

Ex

Experience

9.

Ts

Time Slices

10.

Ar

Arc

11.

Tp

Turn Point

12.

Sl

Sensory

13.

Im

Images

14.

Rs

Resolution

What types of brand stories are there?

Customer Experience

Customer experience stories show how your brand fits into people’s world and quenches a frustration or satisfies a desire. They also highlight where customers are impressed or disappointed with your brand and flag way to meaningfully to enhance your product or service.

Purpose/Brand Values

Building peoples’ confidence in your brand is imperative to encourage switch and loyalty. Stories that show how your brand upholds its promises are powerful trust builders.

Provenance/Origin Stories

Powerful brand back stories about the people behind a brand are popular. People are moved by the tumultuous journeys of passionate disrupters bringing their flavour of innovation to enhance peoples’ experiences.

Social Action Stories

Stories about diversity, sustainable sourcing, environmental respect and so on, matter. While negative stories erode people’s trust, positive action stories build a warm feeling of connection with people.

Customer desires are shaped by their experiences, so they’ll always want more. Brands have to continuously improve to stay relevant. That means that the stories you’ll want to tell about your brands need to not only engage, excite and educate but evolve and be numerous too.

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Do you really have a story?

Great brand stories engage, inspire and move your audience. Often, a so-called brand story isn’t really a story, it’s a set of facts in a logical flow. That’s not a story.

Stories that are well-crafted and well- told have been shown, scientifically, to engage, inspire and move people. We have created a set of criteria for well-crafted and well-told brand stories.

So, get in touch if you’d like us to evaluate the potential of one or more of your brand stories to move people.

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How we can help your brand.

We have combined our decades of experience in building successful brands with traditional storytelling techniques to create our unique brand storytelling approach. Here’s how we can help you more meaningful brand stories:

Brand Story Development

We’ll work with your team to discover and craft your overarching brand story and/or some of the micro stories that you can tell to engage, inspire and move your customers.

Brand Story Production

We’ll work with you to produce your stories in ways that your customers can engage with them easily, be that written, visual, video or other media. well-told story makes it more likely that customers are moved to choose your brand.

Brand Storytelling Training

We’ll work with your team or organisation to teach brand storytelling skills so that people learn to spot and craft a story that’s meaningful, engaging and has the potential to move your customers.

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One to One Intensive Workshops

A senior consultant will work with you on a one to one basis to guide you through the process of crafting a story based on your business. We use a simple but effective process that will result in a solid story plot. Our overriding experience of working with clients on a one to basis is that they are usually amazed at how fast a story emerages and how that story gives, what is often a complex communication problem, meaning and clarity.

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Client Testimonial

We did our pitch this morning and l walked through Craig's story. Worked like a charm, our EMEA VP got very excited and pretty much talked himself into giving us what we needed. Thank you, I learnt a lot from your intensive day and it has changed the way I think about giving presentations. I hope we can find more opportunity to work together in the future.

Director of Engineering Company

Contact us today and find out about an intensive data storytelling workshop   I'm interested in an intensive workshop

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