Tuesday
Jan032012

Starter Dough

A core story is starter dough for all communications. It empowers organizations to create meaningful dialog with everyone in their brand community. It keeps all of your messaging with a single, resonant voice, on target for brand community members and focused on the task of brand building.

Bakers use small amounts of starter dough as the basis of endless larger batches of sourdough bread that they bake on a daily basis. It not only allows the larger batch of dough to rise, but also imparts a distinct character to the bread. Starter dough can last for decades (one in San Francisco is thought to date back about a century) and give rise to endless loafs, all with the very specific characteristics of the prized starter.

Every organization has a core story, but has it been mined, refined and fully utilized? We start by conducting an audit of existing communications to determine the state of the core story. We then facilitate a core story workshop with key members of the organization to reach agreed upon...

  • Brand voice & tone
  • Story arc
  • Prioritized story elements
  • Hot buttons for certain brand community members
  • and more

We then take the discoveries of the workshop and craft a resource to guide and inspire all future communications.

The guide features the core story, along with inspirational imagery and all of the specific elements needed to tell the story well.

All storytellers, whether from marketing, advertising, public relations, or internal and investor communications, use this guide as starter dough to keep the core story alive and relevant.

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