BRAND NARRATIVE

To engage audiences and invite them to join a purpose driven project we can use a Brand Narrative.

Think of your brand as a story you tell. This story covers where you’ve been, where you are now and where you want to go in the future. These are points you’re going to need to share with your audience. You may share them on your website, in a presentation or in the communications that you target to them to garner their interest. By doing so in a clear, targeted and consistent manner you are creating the opportunity to bring more people into your story and activate them.

Brand talking points

Describing your motivations or project using Topics, Values or Themes can help tell the story in simple, global terms.

An example from B Corp:

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Bcorp Brand Guide (Talking Points)

Key messages

Key messages are the core messages you want your target audiences to hear and remember. They are quick and catchy ways to explain the purpose, vision and mission and identify the project to target audiences. They can work to mobilise stakeholders by helping them find ownership and belonging in the overall project narrative.

An example comes from the EU H2020 project FoodSHIFT 2030:

• The future of food is low-carbon, circular and plant-based!

• Collective action to future-proof the food system for environmental, social and economic sustainability.

• Radical innovation is required to accelerate food system transformation.

• Innovative food system transformation to achieve Paris Agreement targets and UN SDGs.

• Empowering citizens to influence how food is produced, distributed, consumed and recycled.

Key words

Distilling your project into key words can help ensure your communications are consistent and clear. Key words can cover not just a description of your project, but also the motivations.

Short and long description

Short description or concept statement Very short covering the key message of your project.

• You could use your Mission Statement.

• Or an elevator Pitch (🧰See Tool)

Long description 1-2 paragraphs contextualising the project. A good summary focuses on the important aspects of the project. The Five W's of Communication are five words/questions we should consider: the Who, What, Where, When and Why of the project.