Curiosity Corner

Tell a Compelling Brand Story:

A powerful way to connect with your audience and stand out from the competition is by telling a compelling brand story. This goes beyond what your organisation does—it’s about why you do it and the impact you’re making. The best brand stories often feature personal, relatable elements that draw people in, making them feel connected to your mission.

At the heart of your story, you can include narratives from service users, clients, or beneficiaries. These stories show real-world examples of how your work is making a difference, and they help humanise your brand. Sharing these personal experiences can resonate deeply with your audience, whether they’re donors, clients, or partners.

Here are 10 top tips to get you started:

1. Reach Out to Service Users or Clients:

   Start by reaching out to those who have directly benefitted from your services or worked closely with you. If you’ve built a strong relationship, this will be a natural ask. Don’t hesitate to email, call, or meet with them in person to request their involvement in sharing their story.

   • Ask open-ended questions like: “How has our service impacted your life or business?” or “Can you share a memorable experience you’ve had working with us?”
   • Be clear about your intentions—let them know how their story will be shared and how it will help others understand your impact.
   • Make sure you get copy approval – don’t start promoting your stories unless the people featured in them are totally happy.
2. First-Person Narratives Work Best:Stories are most effective when told in the first person. When your service users or clients speak for themselves, their authenticity and voice shine through. Whether through quotes or full-length features, first-person narratives give the audience an intimate look at their journey and how your organisation has played a role in their success.
3. Get Photos:Visual content is key to creating an emotional connection. Ask your clients or service users if they would be comfortable with you taking a photo to accompany their story. Whether it’s a portrait shot, a photo of them engaging with your services, or an image of a project outcome, photos help bring the story to life and make it more relatable. Always ask for permission before using any photos, and respect their privacy preferences.
4. Make it Relatable and Personal:Don’t just focus on the facts—bring the emotions and challenges to life. Share the real struggles your clients or service users faced and how your organisation helped them overcome these hurdles. For example, instead of simply stating “we helped 100 children improve their literacy skills,” tell the story of one child, perhaps a testimonial from the child’s parent or teacher, about the difference your support made in their life.
5. Incorporate Testimonials in Multiple Formats:Once you’ve gathered your stories, don’t limit them to just one platform. Use testimonials on your website, social media, in brochures, and even in funding applications. Video content, in particular, can be powerful as it allows service users to speak directly to the camera, sharing their experiences in their own words. These can be shared on social media or embedded in your website, making your story accessible to a wider audience.

Use these stories for your award submissions and press releases…

1. Set yourself apartYour compelling brand stories can also play a key role in award applications and press releases. In award submissions, juries are looking for tangible evidence of the impact your organisation has made, and real stories from clients or service users can set your application apart. Including testimonials or case studies within your application can demonstrate your organisation’s success in a way that statistics alone cannot.
2. Weave in first-person narratives and real-world examplesLikewise, these stories can inspire and form the backbone of your press releases. Journalists love human interest stories, especially those that highlight the positive, life-changing work your organisation is doing. By weaving in first-person narratives and real-world examples, you can make your press release more engaging, showcasing the true impact of your work in a way that resonates with readers. Whether you’re promoting a new project, celebrating an achievement, or announcing a new partnership, these stories help position your organisation as authentic, impactful, and deeply connected to the community.

Practical Tip:

If you’re unsure how to start, consider using survey tools like Google Forms or Typeform to ask your clients or service users about their experiences. Include a few questions that prompt them to tell their story in their own words. For example: “What was your experience working with us?” or “How has our service made a difference in your life?” This can be a great way to collect feedback, even if you can’t interview them in person.