Why does your story framework matter? So you can engage and inspire with your ESG efforts.
Many brand stories out there have no spark.
Their stories are just a shade of grey in a sea of greyness.
And that being said, there is little chance they can capture attention.
I believe every brand has a story worth telling, but most don’t know where to begin.
And, that’s where the right story framework comes in.
Using proven frameworks, you can transform your narrative into a powerful tool.
In this article, I’ll be exploring these game-changing strategies with you, so you can craft a story that truly resonates. And with that, you can turn your ESG strategy into a gamechanger for your business.
Contents
What are story frameworks?
Stories are the heartbeat of any well known product.
So, how can we make sure of the success of your ESG story?
Well, that comes by using one of the many brand story frameworks.
Simply put, it’s a structured approach to crafting your narrative, ensuring consistency and impact.
They help you weave together your ESG’s mission, values, and journey, and you create a story that resonates deeply with your audience.
I can tell you from experience, that without a solid framework, your story risks being fragmented and forgettable.
Why do stories matter to me?
Starting a story without a clear direction is like graduating college with no job prospects—it’s daunting.
When I finished college, I faced rejection after rejection, wondering if my degree even mattered.
Opportunities only started to appear, when I could connect authentically with potential employers.
And for that, I needed my own story and one that covered my journey in all its ups and downs.
Just like me, your organization needs a narrative framework to surface your ESG impact.
What are the main barriers to creating an effective ESG story?
Most ESG stories fail because they’re too vague.
I’ve seen it time and again; brands trying to be everything to everyone, losing their unique voice in the process.
Besides, what are the main issues?
- Lack of clarity: No clear message, well then your story is just a muddled mess.
- Audience disconnect: A biggie for many is not knowing your audience. Think about it. How can you connect with themif you don’t know who they are?
- Inconsistency: I can tell you that inconsistent narratives across platforms confuse and alienate potential customers.
- Overcomplication: Busy and complex stories, well for me, they just don’t stick.
Time for us to get over these barriers, so, let’s pave the way for a more compelling, relatable story.
What story frameworks can I try?
Not all ESG stories need to be groundbreaking epics.
Sometimes, simplicity and structure are the keys to success.
I’ve discovered several frameworks that can transform a scattered narrative into a cohesive and compelling story:
Three-Act Structure
I think of this as being like your favorite movie (mine is Toy Story). This structure is basic with a beginning, middle, and end. Always start with your hero (the customer), set up a challenge, and resolve it triumphantly. One example that comes to mind is a fitness brand where they might start with someone struggling to stay fit, show the struggle of finding the right routine, and end with the transformation achieved through their program.
Five-Act Structure
Now we go deeper, adding complexity without confusion. Exposition, rising action, climax, falling action, and denouement. Imagine a skincare brand starting with the history of a user’s skin issues, building tension with failed products, climaxing with the discovery of the brand, followed by the journey of improvement, and concluding with the user’s newfound confidence.
PAS (Problem-Agitate-Solve)
I like this framework because it is powerful in its directness. Identify a problem, agitate the emotions around it, and then offer your solution. Picture a financial planning service highlighting the stress of unmanageable debt, stirring feelings of anxiety, then presenting their expert solutions to secure financial peace.
Before-After-Bridge
What a gem. You show the customer’s life before using your product, paint a picture of the ideal after, and build the bridge with your brand. A meal delivery service might illustrate the chaos of daily meal prep, the bliss of having healthy meals ready, and their service as the connecting solution.
Hero’s Journey
Many brand story agencies use this and it’s a classic. Start with the hero’s ordinary world, call them to adventure, and show their return transformed. An outdoor gear company could narrate an amateur hiker’s progression from city life to conquering mountains, equipped with their gear.
By leveraging these frameworks, you can craft stories that not only resonate but also drive action, connecting deeply with your audience.
Conclusion
Not every ESG story needs to be legendary to be effective.
I believe that with the right framework, any brand can tell a compelling ESG story.
Remember, clarity and connection are key. By tackling common issues and applying structured formulas, you can transform your narrative.
Furthermore, don’t be intimidated by the process—embrace it. Your unique journey is your greatest asset.
Use it to connect, inspire, and engage.
Craft your story with intention and watch as it captivates your audience. The power of a well-told story is within your reach—make it unforgettable! Let your ESG efforts shine.
Let me and my team create a story that can boost the performance of your ESG engagement. Schedule a free discovery call today.
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