Charities have been ranked among the top storytelling brands in the UK.

Creative agency Aesop partnered with 3Gem Research to rate brands against criteria including sense of purpose, memorability and authenticity to determine which are the best storytellers.

Apple headed the list, followed by Amazon, the BBC and Facebook. But interestingly, charity brands did especially well.

Indeed, the National Trust came fifth in the list, while Macmillan Cancer Support came eighth.

Help for Heroes also made it into the top ten, coming in at ninth place.

Daniel Dodd, Communications and Content Director at the National Trust, believes its strong performance reflects the fact it is very clear about what it does and stands for.

“We have a strong core purpose that is focused on looking after special places forever and for everyone,” he commented.

“We base a lot of what we do on the authenticity and skills of the people that work for the organisation.”

For example, he noted that many of its stories focus on people such as curators in its houses, gardeners that create spaces for the public and rangers who work in the countryside.

Mr Dodd also pointed out that some of its marketing content is directly produced by “people at the sharp end.”

“Social media channels mean that a ranger in the countryside producing wonderful images can put them out in the feed, so we want [our people] to know what makes a good image and how it can carry a message about the organisation,” he said.

Ed Woodcock, Director of Narrative at Aesop, noted that brands have to work very hard to get on to a person’s “emotional radar.”

He stated that those who do well at this have a “very strong storyline about what their purpose is and what their role is in your life.”

Mr Woodcock added that they also resonate with their target audience because they “stick to that story.”

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