How to #13 – Storytelling

Starting with a quick definition, storytelling (Story + Telling) is about telling stories and presenting them well to engage your audience, or to make something more clear. Photos, pictures, and film of course really help to tell a good story too.

Storytelling has been used a lot by sustainable brands because they can present true stories that can appeal to our deepest emotions: anger, disgust, fear, happiness, sadness, and surprise. You also get to know better how the brand is working and connecting with their suppliers, customers. It does also connect to build your brand image and make sure that your communication is aligned with what is your work about (your mission and vision).

While working on your storytelling strategy, here are a few points that would help you present well your story.

1. Be clear into the 4 elements.

While working on your story, be clear on who is your character, what is the identified problem that is faced by the character, an action that connects at solving the problem, and the presentation of the solution. If possible, yes you can present the 4 elements or could be connected to the 3 elements (character, action, and solution).

2. Present true and clear facts.

You are not here to tell your audience « I am saving the world and so you when you are buying my products ». Be humble, present the facts as they are really, eg: how many people have been working in this workshop and so far how many of them are able to send their kids to school thanks to this specific school fee program.

3. Do I really understand the deep meaning of this culture or this aspect of the work?

This question is definitely connected to avoid « writing stereotypes ». Make sure you know deep down what are the issues, what is the cultural meaning of this fabric, this festival, these patterns, etc… Do not assume you know because you heard someone telling you. Triple check before you publish and present the story.

4. The rigth picture

Have a critical eye on the picture which will be next to your story. Be critical at knowing the deep meaning of this picture, have a double thought on this. Instead of placing a picture that would be considered to be « cute » make sure that this picture wouldn’t hurt anyone or wouldn’t convey the right message. Again, being humble, don’t try to present someone being a hero, saving lives.

Last but not least, make sure that you have been authorized to share the picture by the person who is on it. Understand that you wouldn’t like a picture of you being posted without your authorization.


Notes on the pictures in this article: to avoid making unnecessary comparisons, the companies’ names have been removed on the pictures. The idea is to illustrate/present the elements of storytelling with these pictures only.

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