Gabrielle Dolan, How to Create and Share Stories That Stick – InnovaBuzz 453
Gabrielle Dolan, Magnetic Brand Stories
In this episode, I’m really excited to have as my guest, best-selling author, and leadership specialist Gabrielle Dolan. Gabrielle is a global thought leader in business storytelling and real communication. She is a highly sought-after keynote speaker and her client list is extensive including the likes of Visa, Amazon, EY, Uber, Accenture, Telstra, Australia Post, and the Obama Foundation to name drop a few. She is the best-selling author of 6 books including Real Communication and Stories for Work.
In her latest book, Magnetic Stories: Connect with Customers and Engage Employees with Brand Storytelling, Gabrielle draws upon extensive experience to provide a practical guide to unpacking our brand story to rapidly improve customer and employee loyalty, regardless of size or industry. Packed with tools and case studies, Magnetic Stories shows us how to utilise the power of brand storytelling to captivate our customers and engage our team.
In our discussion, Gabrielle talked to me about:
- Connecting at a human level with authentic brand stories
- The difference between case studies and case stories
- Bringing values to life with stories
Listen to the podcast to find out more.
Listen to the PodcastYour brand is the stories that people share about you when you're not in the room. @GabrielleDolan1 on #InnovaBuzz podcast Click To Tweet
Show Notes from this episode with Gabrielle Dolan, author of Magnetic Stories
Key points and takeaways from this episode include:
- Good leaders create a ripple effect with the people that work for them.
- Leaders who share their stories become better communicators and better leaders.
- Personal stories could be anything that happened outside of work. They don’t have to be overly personal.
- Incorporating your personal stories to your brand is not about revealing your deepest and darkest fears but creating a safe environment to share stories.
- As the storyteller, you have the power to choose which stories to share and with whom you’d be sharing them.
- Your brand is the stories that people share about you when you’re not in the room.
- Every single person has got a brand and it is your brand that will determine if people will employ you, buy you, or support and refer you.
- Taking control of your brand is crucial.
- Brand storytelling is about taking control of the stories that people share about you. It is clearly knowing and defining what you want your brand to be, living that brand, as well as finding stories that you can share to demonstrate and amplify it.
- A case study is not a story. Case studies provide valuable information but they are not stories.
- Case studies can become stories in the way they’re written. You can write them in a way that feels like an overall story but still has the valuable information of what you actually did in the case study.
- A really good story creates an instant connection like a magnet. There’s an instant attraction that happens that is very hard to pull away from.
- You can’t be what you can’t see. You can’t bring your values to life without stories.
- It’s not enough to have company values or codes of conduct. Leaders need to be sharing personal stories about what each of these values mean to them.
- When trying to incorporate a story to your message, be careful not to just use an analogy or a metaphor. You want to have a specific event. Specific events are more powerful than analogies or metaphors.
- Stories not only attract customers but also engage employees.
The Buzz – Our Innovation Round
Here are Gabrielle’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.
- #1 thing to be more innovative – Be prepared to fail.
- Best thing for new ideas – Joining a thought leaders business school. Really sit down and stretch your thinking. Carve out some time to actually think.
- Favourite tool for innovation – Exercise. Schedule time in your day for downtime.
- Keep project/client on track – Keep talking to them. Understand the pressure they have but give them few little prompts every now and then. Make it easy for them.
- Differentiate – Be yourself and own your story. Know who you are, what you want to do, and own it!
To Be a Leader
Be aware of what you want your brand to be. Your brand is evolving and you have the choice of whether to take control of it or not. If you’re not taking control of it, someone else will, and the outcome might not be what you want it to be.
You can reach out and thank Gabrielle through her website.
Gabrielle suggested we have a conversation with Simon Dowling and Michelle Sales, who are both speakers, authors, and trainers. So Simon and Michelle, keep an eye on your inboxes for an invitation from us to the InnovaBuzz Podcast, courtesy of Gabrielle Dolan.
Click here to receive your Free 7 Day Storytelling Starter Kit
- Magnetic Stories: Connect with Customers and Engage Employees with Brand Storytelling
- Real Communication: How To Be You and Lead True
- Bullet Points Kill: And other deadly presentation traps
- Stories for Work: The Essential Guide to Business Storytelling
- Ignite: Real Leadership, Real Talk, Real Results
- Storytelling for Job Interviews: How to Use Stories, Nail an Interview and Land Your Dream Job
- Hooked: How Leaders Connect, Engage and Inspire with Storytelling
Cool Things About Gabrielle
- She was awarded the 2020 Communicator of the Year by the International Association of Business Communications Asia Pacific Region.
- She holds a Master’s Degree in Management and Leadership from Swinburne University, an Associate Diploma in Education and Training from the University of Melbourne, and is a graduate of the Harvard Kennedy School of Executive Education.
- She’s the founder of Jargon Free Fridays, a movement to change the way we talk in business; moving away from jargon to being more genuine.