Brand Culture Storytelling Framework
Whether you want to compel customers, engage employees, or recruit top talent, our brand culture storytelling framework will help you cultivate a meaningful brand and a company culture that resonates.
What's a brand culture story?
Brand Culture Story = Alignment x Purpose
Your brand culture story aligns your internal and external brand around a shared purpose.
Keep in mind, this isn't just a story you manufacture about your culture. It's being what you say you are, it's embodying your brand culture day in and day out.
Your brand culture story compels your customers not just to buy, but to believe. It engages your employees not just to show up, but to thrive. It recruits top talent not to just apply, but to join.
The following three-part framework will get to the heart of your brand culture story...
Rule of Three
Start by thinking in threes. For centuries, the human brain has been wired to think in threes.
1, 2, 3. Beginning, middle, and end. Ready, set, go. Know, like, trust. Gold, silver, bronze. The three little pigs. Trilogies. The rule of thirds in photography. You get the gist. We like threes because we like patterns, and it takes three things to form a pattern.
So how can you apply the rule of three to your brand culture story?
Storytelling in Three
Aristotle's Rhetoric on the art of persuasion breaks a pitch down to three key pillars: ethos, pathos, and logos.
Inspired by this concept, we've come up with our own framework on how to apply ethos, pathos, and logos to your brand culture story.
No. 1: Ethos
Ethos is persuasion by cultivating trust. The goal is to demonstrate that you, the founders and leadership team, are trustworthy. Typically, it's best to start with ethos as a strategy for establishing trust early on.
Here’s how to apply ethos to your brand culture story:
No. 2: Pathos
Pathos is persuasion by evoking a visceral, emotional connection. Oftentimes, pathos comprises a majority of a story since it's the most likely to catalyze action.
Here’s how to apply pathos to your brand culture story:
No 3: Logos
Logos is persuasion by appealing to rational reasoning. Typically, logos comes after pathos since it's more effective to introduce logic once your audience is already emotionally invested. The goal to confirm what your audience feels is true with evidence.
Here’s how to apply logos to your brand culture story:
When analyzing the top TED talks, you'll find that story takes up most of the presentation. In fact, top talks tend to consist of 10% ethos, 65% pathos, and 25% logos.
Now it's time to leverage ethos, pathos, and logos to cultivate your brand culture story. I want to hear how you applied this framework, shoot me a note here. Or, if you’d like to work together, learn more here.
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Look forward to connecting!
Brand Strategy, Communications + PR Consultant