Brand Storytelling Your Critical Foundation Strategy

Is your eco-brand getting the recognition it deserves?

Which certification really matters to me?

Dramatic erosion in the middle of the market

Do things that make sense to me and Ill make you part of my life.

Storytelling: the most ancient and natural form of communication

 and the most modern

Stories surround facts with emotional context.

Limitless information = lower perceived value

Narrative imaginingstoryis the fundamental instrument of thought.

Mark Turner, cognitive scientist, The Literary Mind

Fact: The queen died, and the king died.

Story: The queen died and the king died of a broken heart.

Decisions are made with the heart.

source

support

Would you rather buy a house or a home?

Your real customers dont just buy your stuff. They invest in your story.

Relevance = shared values & expectations

Its not about sneakersits about community

How do you define YOUR brand story? authentic

emotional

consistent

This is what we do

This is why were important in your life.

Pilot Brands

What can they own?

Pilot Brands brand story

Generations of small family farmers Pure, fresh air, water, and grasslands Unprecedented standards of quality Best possible tools for the discerning chef

but No organic certification Not made/grown in the USA

Language and visuals that stir the senses

Consistency across all communications

Create a visual atmosphere

Highly styled, professional standards

A brand story thats inspiring and compelling

Aah Haa Inc.s Clean Conscience brand

What can they own?

Clean Conscience brand story

Smarter, cleaner choices 100% recycled products that really work Saving PET bottles from landfills Energizing American workforce
but Tired labels lack contemporary meaning No clear reason to spend more

Engage the senses

Fresh visual language says we share your values

Consistent visual atmosphere reinforces clean on every level

A few companies that get it.

Patagoniaits about more than clothing

Better World Clubimprove your car-ma!

Working Assetschanging the world with every call

Dancing Deer Bakeryfor the kid in all of us

Kivaloans that change lives

Fair Trade Sportsrespect for producers

Brand Story is a more effective strategy than many certifications because it holds deeper meaning.
Differentiates you from the competition Inspires trust without certification Displays your authentic and parallel values Invites your audience to join your brand culture Solidifies internal communication for consistent behavior
Green Ideals Group 2010

Ive learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
- Maya Angelou

Green Ideals Group 2010

Green Ideals Branding and Marketing Susan@GreenIdealsGroup.com

Green Ideals Group 2010

MLK
An individual has not started living until he can rise above the narrow connes of his individualistic concerns to the broader concerns of humanity.

Green t-shirt by Aviator Nation, www.aviatornation.com Shorts and High-top sneakers by Adidas ecoline, www.adidas.com Eco basketball, RESPECT. Fair Trade Sports

Blue golf pants by Linda Loudermilk, www.lindaloudermilk.com Red t-shirt by Vuori, www.vuoriclothing.com Eco basketball, RESPECT. Fair Trade Sports

ASK MORE.

Connect:!linkedin.com/in/scottjames

Conversation: fairtradesports.com blogs.forbes.com/csr blog.bcorporation.net