Better Storytelling, Better Brands - Crystal Miller
1. 1
Better Storytelling
Better Brands
I am Crystal
Employer Brand /
Digital Strategy Leader
| Strategist | Advisor |
Speaker | Practitioner
and Consultant
Founder of Branded
Strategies | Mom |
Writer
I Have Kids
Two of them, actually.
One is about to
graduate from high
school and the other
just got a car. A
convertible, because
I’m a total sucker and
she’s an overachiever.
I Work
In 2013, I formed an
agency dedicated to
helping HR & Recruiting
organizations build
better Talent Attraction
programs. I’ve also got
a partner, Carrie but
she’s not here.
I Have a Book
Look how
accomplished I am!
(No seriously, I do have
one coming out next
month. Keep an eye
out, mmkay?)
8. 8
Identifying the Hero(es)
Our Job
Opportunities
We Require
We Provide
Our Products
and Services
Our Focus and
Clients
About Us
9. 9
Identifying the Hero
She’s Perfectly
Imperfect
Can Laugh at
Herself
Engages on CSR
Topics
Fans are
“Friends”
Audience at Center
Story
Swift Acts Believable
11. 11
Identifying the Mentor
Mentors Fit Into the
Hero’s Life
Mentors Increase
Knowledge
Mentors CARE
Mentors are
Selfless
Influence the
Hero
Mentors Have Benefits,
Too
14. 14
Story Presentation Form
CROSS THE
THRESHOLD
BEGINNING MIDDLE END
What
could be
What
could be
What
could be
What is What is What isWhat is
The gap
Reward:
New Bliss
TURNING POINT 1
CALL TO
ADVENTURE
TURNING POINT 2
CALL TO
ACTION
15. 15
Communicate “The Big Idea”
Articulate Unique POV
Convey What’s at Stake
Be a Complete Sentence
18. 18
0
3
SITUATION
SICK AND HUNTED
ET & Elliott bond
THEY ESCAPE
E.T. goes home, with
Elliott in his heart
0
1
0
2
E.T. Left Behind
Wants to go home
CHALLENGE
RESOLUTION
STORY
PATTERN
Hold audience interest like a movie.
19. 19
The Audience Journey
YOU ARE PROPOSING CHANGE
ACKNOWLEDGE THE STRUGGLE IS REAL
PLAY THE MENTOR & PREPARE THEM
SHARE THE IMBALANCE (created need)
CREATE THE CONTRAST