Your association has a mission. In fact, it was probably established before your association was officially formed. It’s upon the principles of your mission that your association was founded, and any new members or involvement with your industry/rest of the world comes from that mission. An association executive could even say that his or her association's mission is a “brand story.”
It’s was with that in mind when I took interest of Katya’s Nonprofit Marketing Blog titled “The Good and Bad of Brand Storytelling.”
Bad brand storytelling is:
1. Simply stating a vision or mission statement
2. Spewing jargon that describes what you do - rather than why it matters to someone else
3. Not interesting
She has a point. When I worked in news, I was encouraged to find the heart of the story. Find the people, find the emotion, find that quote or element of the story that resonates with heartstrings.
Here's an example: instead of, “We are the Society of Amateur Botanists, brought together to collaborate on growing techniques, share ideas, and exchange plants.” Try, “The Society of Amateur Botanists strives to bring beauty to the global community, one blossom at a time.”
Think about it. True, the members of the Society of Amateur Botanists share ideas, techniques, and plants, but not everyone would be interested in that. What people are interested in is a beautiful community. Flowers and plants beautify, and amateur botanists can make that happen.
Kayta goes on to show a spectacular example of brand storytelling using an ad from Google Chrome. It’s a tear-jerker, so beware.
The question that I (and Katya) want to leave you with is this: what is your association’s brand, and how can you tell a story that people will want to read?