Stories have successfully cemented the gap between the brand and the audience which has troubled marketers for long. Andrew Linderman is here to tell us how social good brands can utilize the power of storytelling to communicate their vision and cause.
“Metta Foot Spa by the visually impaired was born out of anger and not as a well-planned social enterprise start up”, says Joanita Figueiredo, the founder director of the Mumbai based social enterprise in a free-wheeling chat with Somma Banerjjee. Take a read.
Time has come for social good brands to change the way they communicate.
Storytelling is a very useful craft to have when building your brand or conveying its vision to its followers. However the million dollar question is what kind of story you need to craft for your brand, one that will tell its audience what they want to hear and see.
When I met him, I was struck by his humility and simple demeanour. Over a period of 3 days I worked, stayed and chatted with him closely at Salaiban, a remote tribal village in northern Maharashtra. This is his story.
A few months ago I met a spirited young social entrepreneur. He wants to help the poor and people from the bottom of the pyramid (BOP) get rid of ‘energy poverty’. This phenomenon occurs when people don’t get or cannot afford access to mainstream sources of energy to conduct their daily lives. Here’s a short story.
Instagram’s focus on visuals can take storytelling to a whole new level allowing social impact brands to get their target audience involved in the most innovative way. It is a master mood board for social enterprises to talk about their cause, impact, people, and products How are you using Instagram to promote your social good brand?
‘One Life, One Passion’ has served me in multiple ways. It has helped me meet and learn from spunky and dynamic entrepreneurs, push my creative bar with each story and kept me motivated and passionate about my purpose. I owe a lot to it!
Personal story shows the highs and lows of the social entrepreneur and the decisions he made that represent his grit and innovation. It transports the viewer right next to the entrepreneur through his journey inspiring the viewer along the way.
Social entrepreneurs are passionate problem solvers and innovators. Products they make stem from a mindset of making a positive difference in the lives of the people who have hitherto been out of the mainstream. Surely, stories behind them are as interesting as products themselves.