Brand Storytelling: The Clues to a Great Story

TED talks are a gold mine of knowledge. Because the TED website’s topics include not only technology, education and design (TED) but also business, science, activism, health, storytelling and everything in between, one can get lost on the site for days.

A number of these short talks (most are around 20 minutes) revolve around storytelling. While they don’t necessarily address brand storytelling, they do offer insights that a brand could apply to its efforts to engage audiences through its brand story. I’ve gathered four talks I found particularly useful, and I’ve included a brand takeaway for each. Enjoy Part 1!

1. ANDREW STANTON—THE CLUES TO A GREAT STORY 

Filmmaker Andrew Stanton knows a thing or two about effective storytelling and breaking storytelling conventions. But no matter the type of story, one rule remains: the storyteller has to make the audience care. Stanton draws on his experience at Pixar as well as his own life to explain what makes a good story, why the audience wants to be put to work, and the roles of drama, anticipation and uncertainty in a gripping story. If for no other reason, watch the talk to hear a great opening for a presentation.

 

 

 

 

 

 

 

 

 

What brands can learn from this talk

The success of a brand, at least from a marketing perspective, isn’t defined by a collection of isolated events, executions or campaigns. Instead, it is determined by how well the brand exists over the long haul—how effectively a story can be woven around the brand and told in a way that makes the audience care, propelling them forward and enticing them to “read on” (so to speak). “If things go static, stories die, because life is never static,” Stanton says.

Ensure that your brand is consistently creating content, whether it be Facebook posts, tweets, an email newsletter or videos. You’ve heard the saying “Keep your audience engaged” time and time again, but it’s imperative for your brand’s ongoing narrative. When your content ends, so too does the act of telling your brand’s story.

Read more from Jon here.

Download PDF

Tags: , ,

| What is MyVisionRoom? > | Back to Communication >

ABOUT THE AUTHOR

Jon Thomas

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
I'm lost, to say the least! As a new pastor, taking over a newly started church I have read just about everything there is to learn what I can do to grow the church. I truly beleive that those attending our church are friendly and sincere. So that can't be the issue. I have read all the comments to this article and I feel that most churches will never have a fair chance! We are a VERY small church, so we don't have a children's church (yet). So if a family comes and gets upset that we don't have a children's church for them to put their children into, we lose! We do provide things for their kids to do during the service and even have an option for their kids to be in a different room, if they don't want their kids to sit with them. We are also such a small church that we don't have a worship team/band/etc. Our worship music comes from music videos. The congregation we do have likes it this way, but of course we would love to have a worhsip team. So, if someone comes to our church and is upset that we don't have live music, we lose! The point I am trying to make is that when people come in with preconceived ideas of what a church should be like, they will never find a church home, unless they find a church who's goal is to entertain! Every Sunday our message comes from the Bible, so that can't be a complaint for someone, so instead, people leave the church and never come back because they want more from a church: they don't want friendly people who are following the Word of God; they want a church that give them something (a babysitter for their kid, entertainment, free gifts, etc.) I'm sorry if sound cynical, I truly want everyone to hear the Good News and learn about Christ's love, but if they come in looking for something else, then the church will always lose!
 
— JAG
 
Reminds me Tony Morgan's classic post entitle “What If Target Operated Like A Church?” I wrote about this in a blog post "Is Your Church Like Target…or More Like A Mall?" https://goo.gl/2qQIy3
 
— bruceherwig
 
Challenging and very good
 
— John Gilbank
 

Clarity Process

Three effective ways to start moving toward clarity right now.