Catherine Raynor, Mile 91 Brand development conference www.charitycomms.org.uk/events

1. Communica)ng
Your
Brand
Story

2. A
charity’s
story
begins
with
this…

3. …but
o;en
turns
into
this!

4. People
write
things
like
this:

5. What’s
happened?
We
forget
about
the
emo.on
that
drove
the
founding
of
a
charity.
We
stop
talking
about
why
we
exist
and
instead
use
jargon
to
talk
about
what
we
do.

6. The
result?

7. What
do
people
really
want
to
know?

8. Why
stories
work
• Our
brains
are
made
that
way.
• They
simplify
complexity.
• They
create
an
emo.onal
connec.on.

9. Demonstra)ng
Impact

10. How
is
that
a
brand
story?
VSO’s
brand
values
are:
• People
are
the
best
agents
of
change.
• Knowledge
is
our
most
powerful
tool.
• Progress
is
only
possible
by
working
together.
• By
thinking
globally,
we
can
change
the
world.

11. And?
Those
values
are
explicit
in
Juliana’s
story.
She
is
bringing
them
to
life.

12. What
makes
a
good
brand
story?
• A
good
story
doesn’t
necessarily
make
a
good
brand
story.
• It
needs
to
embody
your
values,
be
relevant
to
your
organisa.on
and
it
should
include
an
element
of
change…but
not
any
old
change!

13. Breakout
1
Spend
5
minutes
talking
to
a
neighbour
about
examples
of
good
brand
stories
that
you
have
heard
about
within
your
organisa.on.

14. Developing
brand
storytelling

15. What
they
did
• Created
a
story-­‐led
brand.
• Asked
those
they
work
with
to
share
their
stories
and
ambi.ons.
• CommiOed
to
building
a
culture
of
storytelling

16. What
they
did
next
• A
story
audit
• Recruited
a
story
manager
• Built
rela.onships
and
trust
• Hunters
and
Gatherers
• Developed
principles

17. And
for
small
organisa)ons?
• Look
at
exis.ng
systems
and
processes.
• Develop
your
staff.
• Celebrate
success.
• Be
realis.c.

18. Breakout
Spend
5
minutes
talking
to
a
(different!)
neighbour
about
what
exis.ng
systems
and
processes
you
have
that
you
could
tap
into
to
find
more
stories.

19. The
best
thing
to
do
is
to…
Involve
your
greatest
storytellers!

22. www.mile91.co.uk
@Mile91_