Brand Storytelling: How to Move Audiences (and the Bottom Line)

Studies show that stories are 22 times more memorable than facts alone. Yet many communicators lack a structured approach to consistently create compelling narratives that tie to organizational goals. This session gives you the insights and tips you need to craft emotionally resonant stories that capture imaginations—and drive action. Join us to discover how to touch emotional chords and create lasting connections with brand storytelling based on your organization’s voice, values and vision. You’ll learn:

• Story Structure: What “brand storytelling” is and isn’t—and how to craft a convincing story by focusing on “people and problems.”
• Organizational Storytelling: How to uncover, craft and share powerful internal stories that highlight challenges, celebrate wins and reinforce company culture.
• Emotional Impact: How to make your stories more memorable by focusing on relatable characters, suitable protagonists and everyday challenges.
• Strategic Buy-In: How to sell the value of storytelling to execs, create a structure they can support and handle “creativity killing” legal reviews, sign-offs and approval layers.
• Secrets of Success:  How to clarify your message and drive action—with examples from heavily regulated and traditionally “boring” industries.