Strategy
Brand storytelling
Propositions
Messaging
Tone of voice
Consultancy
Strategic storytelling is about the words that sit upstream from the copy. We might be creating an overarching brand story and a set of narratives, developing creative fundraising and product propositions, producing a messaging playbook or writing a tone of voice guide.
I also offer strategic consultancy on language, messaging and tone, including ethical storytelling and fundraising copywriting.
Strategic projects vary in size and scope, but most follow some or all of these stages:
Discovery
Following a kick-off session to agree the brief, scope and schedule, I will conduct desk research into your brand, audiences, comparator organisations and sector. Typically, I will also conduct a series of interviews with stakeholders and audience members.
Workshop
I’ll design and run a generative workshop that builds on research insights, inviting stakeholders to co-create potential strategic and creative areas to explore. The workshop will draw on a range of storytelling techniques, such as emotional journeys, character (audience) development and different types of story structure.
Development
Development is a collaborative and iterative process in which I develop different story, messaging and tonal options for us to develop and refine.
Testing
I’ll work with you and third parties to consult on any internal or external testing, advising on how to frame questions and test for different channels and audiences.
Writing
I’ll write up the final stories, messaging and tone of voice into a messaging toolkit, playbook, or guide. I’ll also work with you to develop any other related outputs, such as videos and presentations.
Training
With the outputs completed, I offer interactive training workshops on how to put what we’ve created into practice across your organisation.