Post on 26-Jun-2015
description
our storiesfinding and telling stories that make a difference for our organizationswith Teresa Decker
One year ago…
stories…
• Help us understand the world; collections of narratives that bring meaning
• Past, present and future
• From interviews to our favorite songs, stories help explain who we are and build identity
― Jonah Sachs, Winning the Story Wars
“Each of us is a hero in our own personal myths.”
a good story• Easy to understand and focused
message
• Has someone in mind as the audience
• Makes you curious, think, feel or do
• Is personal and real
• Beginning, middle and end?
who is your brand?
• Your brand as a person
• You are the brand mentor, not the hero
• Yoda vs Luke Skywalker
Jonathan Sachs | Winning the Story Wars
1. brand archetypes
• Archetypes are characters in stories seen throughout time
• Remember brands are like people; and people are characters
• Nurturer, Artist, Connector, Traditionalist, Dreamer, Motivator, etc.
40 Design | forty.co
2. brand value examples Compassion
TruthJustice
PlayfulnessPerfection
BeautySimplicity WholenessUniqueness
Competence Efficiency
OrderImaginationInnovation
Health Change
Love Prosperity
KnowledgeCreativityOptimismCourage
Relationships
Dignity
brand heroes
• Who? Someone living or experiencing your brand values
• Doesn’t have to embody every value
• When people tell their story it builds a platform to tell our organizations’ story
Our brand values are expressed through the heroes of our stories.
brand journalism
• We’ve all become “news” organizations
• Content creation (reporter) and curation (editor)
• Think like a journalist for your brand
― Larry Light, Ad Age
“Brand journalism creates an evolving brand story. It is the best way to attract
and interest consumers with a continuing flow of valuable, relevant, integrated and engaging content -- advertising, articles,
blog posts, social media, live events, videos and social media..”
“cover” your beat• Be curious, be
brave
• Have your questions ready
• Leave your desk
• Ask your “sources”
• Study your craft
• Stay practical, think “micro stories”
• Stuck? News cycle driven, seasonal, goal or action driven, uniqueness
sources
• People on the ground
• Have a pulse of the organization
• The friendliest/most helpful people
Nonprofit Hub | Lori Jacobwith
questions: sources • Who have you met lately that made you
love your job or feel proud to work here?
• What brought them to us?
• How are we helping?
• What’s your favorite thing about her?
• What do you think that he would say about us?
Nonprofit Hub | Lori Jacobwith
questions: heroes• What does that mean?
• Why do think that is?
• Simplify. How would you explain this to your grandmother?
• Reflecting back “So it sounds like you are saying…”
story killers
• Curse of Knowledge - Your expertise is getting in the way
• Vanity - Me, me, me, me
• Drowning in data - Spitting out numbers
Studying our craft
curiosity: blogPhilanthropy 831 Blog | Community Foundation
Santa Cruz County
simplicity: twitterA Day In The Life
NPR’s Michele Martin | Women in Tech
authentic: user generated content
Story Corps |Themes
impactful: annual reportOpportunity Fund | Data done right
sensory: videoStorytellers for Good & Eat Grub | Pulls you in
feeling & emotion: instagramHumans of NY | Imagery and words
joy, humor, sadness, anger, concern, empathy, empowerment, inspiration
feeling & emotion: instagramGrandma Betty 33 | Imagery and words
joy, humor, sadness, anger, concern, empathy, empowerment, inspiration
go cover your beat!• Humans of NY
model
• Pair up - someone you don’t know
• One compelling quote
• One compelling photo
starter questions• What’s an example of the problem or work your
organization does?
• Why is it meaningful?
• Why is that important to you? Why is this important to our community?
• What’s the toughest part about your job?
• What about your work makes you smile?
• Five years from today what do you hope people will say about your work? Your organization?
Who’s Brave?Email me now with your quote and photo here!
Send both to teresa@tersearuizdecker.com
Amy Mascarenas
"Our clients are super generous. You really get to
know them. We have to build that trust."Amy Mascarenas,
El Pajaro CDC
By Michelle Luedtke
tools to explore
• Canva, easel.ly, Haiku deck, and Stocksy
• Square Space
• Soundcloud, Stellar, Adobe Voice, Hyperlapse and Animoto,
• Oldies but goodies: Calendar, Audacity, iMovie, Keynote, Flickr Creative Commons, Pixlr
• Non-profit tech for good, nonprofit hub, socialbrite
www.teresaruizdecker.comteresa@teresaruizdecker.com