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Welcome to the weekly AST Briefing.

We hear from many of you that there is a great need for brand storytelling.

We can’t agree more.

Strong and consistent storytelling is crucial for building customer loyalty and brand longevity.

In today’s newsletter, we’ll share the 2 top templates that are tried-and-true.

They will help you communicate authentically and effectively, and stand out from the crowd.

2 Simple Templates to Craft Your Sustainability Story under 15 Minutes.

No AI Required.

If you’re not talking about your sustainability story actively, you’re likely losing money.

In today’s day and age, your persona - be it personal or corporate - can make or break a deal. Even if you already have a brand, there's always room to make it better.

Many of those we see dominating the sustainability discussions may not necessarily be doing better than you.  

They just know how to make their brands shine. They understand how to be relatable and keep their followers engaged.

Our team has been helping numerous brands tell their stories in a way that resonates with their audiences. 

One of our secrets is using proven storytelling templates.

Templates act like a mental crutch. You pull them up whenever you need to create something.

They enable you to be consistent in the way you present your story. 

The Founder Story

This is perhaps the most earnest way to share the story of a founder-built brand. 

Travelers admire a brand for more than its surface-level successes. They love a good story: the journey, and the ups and downs of the person who built it. 

Here are 4 simple steps to create a compelling founder story. 

Step 1: The Obstacle & Struggle

To begin, it's important that your audience can relate to a founder’s backstory.

People can have a different job, a different level of experience, or come from a different country.

But there is one critical thing that's very relatable: overcoming an obstacle. And everyone has overcome an obstacle in their life.

Then struggles - internal and external - are how we feel inside and how we manifest it because of the obstacle. 

For example, at the beginning of her journey, Dolkhar’s Founder Rigzin Lachic’s obstacle was to find a meaningful way to contribute more to her homeland in the mountainous Union Territory of Ladakh in the Indian Himalayas after years of living away and working in the IT sector in Tokyo and Delhi. 

Having inherited her ancestor’s home upon her grandmother’s passing, she contemplated on how to use it in a way that would honor her family’s legacy and celebrate her heritage. 

Step 2: The Inflection Point & The Spark

The Inflection Point is the one pivotal moment or event that prompts you to reflect and think differently about your role, leading you to act decisively. 

The Spark is the one idea that propels you forward with a newfound momentum, purpose, and plan.

For example, Asia’s Sustainable Travel Changemaker Susan Santos de Cardenas had a turning point when she returned to Boracay after nearly a decade and saw the staggering environmental damage caused by overtourism. She knew she had to intervene. 

Susan tapped into her expertise in climate education to roll out capacity training programs for tourism and travel professionals and companies across the Philippines.  

Step 3: The Challenge & The Guide

Let’s be honest. Almost all founders will face difficult challenges during their journeys.

Talking about these challenges can be inspiring to others. It humanizes the founder and demonstrates that success often requires perseverance in the face of adversity.

The Guide in the story is the north star or the person who anchors you and helps keep you sane amid the most challenging times.  

We love the story of Aska and Tomo Hamakawa, Co-Founders of Earth Company, overcoming their challenges of not coming from the hospitality industry by leaning on the Balinese Tri Hita Karana Approach – harmony between people, the Gods, and the environment – to build Mana Earthly Paradise.

Step 4: The Result & The Reflection

The Result is the continuation of the story to greater success, leading up to a founder’s present situation. 

A founder's moments of reflection illuminate his or her process of learning and personal growth, and the impact of their work. 

In an interview with AST, Andrew Dixon shared his reflection on nearly 20 years of running Nikoi Island and Cempedak Island that he refrains from selling the concept of sustainability and luxury. Instead, he invites people to immerse themselves in the experience offered at his resorts. 

The Impact Story

Not every founder is comfortable with sharing her or his journey so openly. This is why the Impact Story is a great strategy to showcase a brand’s sustainability achievements in an impactful way.  

The Impact Story is about demonstrating and sharing the positive environmental, social, and economic outcomes of sustainability initiatives. 

Here are 4 simple steps to make your Impact Story stand out. 

Step 1: Contextualize your achievements with empirical numbers 

Using data helps substantiate a brand’s messages and claims. 

The Datai’s 2022 Impact Report, for example, illustrates the measurable impact that the brand achieved in a way that is easy to understand. 

Step 2:  Make nature and people the stars of the show

Quantitative evidence aside, it’s equally important to include human narratives and personal stories to showcase the tangible impacts achieved.  

In the travel sector, Intrepid Travel masterfully connects with its audience on social media by highlighting nature and people in its stories. 

Such storytelling resonates and inspires travelers by underscoring the felt benefits of their contributions towards offsetting negative impacts and supporting job creations to local communities. 

Step 3: Harness user-generated content

User-generated content (UGC), such as reviews, feedback, and social media posts, is the most honest source of information when it comes to storytelling. Just like traditional marketing channels, UGC increases reach and visibility in a natural way – with an added layer of trust. 

The best part? It’s free.

For example, The Wanderlust Contest by National Geographic used the power of photography to improve publicity, awareness, and brand development. Followers were encouraged to share their best nature shot using the dedicated hashtag to enter. 

Step 4: Amplify your story with collaborations

Collaboration is a paramount tool for businesses seeking to tell stories from a holistic perspective in the sustainability space.

Look for opportunities to partner with value-aligned and cross-sectoral organizations and experts to amplify and promote each other’s stories to foster credibility and resonance. 

For example, Weeva and Regenerative Travel have recently teamed up to release a series of white papers unpacking the impact of regenerative travel so that the rest of the industry can learn and grow. 

By joining forces, these two organizations spotlight tested solutions to pressing issues in the industry. 

—> Go deeper into authentic and effective impact storytelling here.

Are you interested in telling your sustainability story better?

If you would like a complimentary 30-minute content marketing clarity call with our team, just reply ‘Yes’ and we’ll share the details.