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How to Gather Your Brand Story

How to Gather Your Brand Story

For years, the marketing industry has been buzzing about storytelling and for good reason; storytelling is a powerful tool. Storytelling pulls in your audience, fosters an emotional connection, and leaves a lasting impression resulting in higher brand recognition.

Nonprofits have wonderful stories of how their clients have persevered, overcome and ultimately transformed their lives. These are the stories that need to be shared with your staff, volunteers, donors and your community.

In a previous blog, The Hero’s Journey, we talked about how to tell your story. Many of our nonprofit friends loved this framework for storytelling, but asked how do I get the story?

We believe interviews are the best way to gather stories. Have a conversation with a client who has experienced your organization firsthand. Hearing their first story firsthand will give you insight into the emotions they were feeling throughout their journey, how your organization has helped them, what your organization means to me, and how they plan to use the tools you gave them moving forward.

Below is a list of questions to ask during your interview that will give you the information you need to write their story using The Hero’s Journey framework:

Interview Questions

  1. What was your situation like before you came to our organization?
  2. What were your feelings at that time?
  3. What brought you to our organization?
  4. What services did you participate in at our organization?
  5. What about our staff did you appreciate?
  6. How has your life changed since you came to our organization?
  7. What do you think your future holds?

Additional Questions

  1. If someone asked what our organization does, what would you say?
  2. What makes our organization different?
  3. What do you wish people knew about our organization?
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