What is Your Story? Clarifying Your Brand Messaging

This workshop is designed for Reimagine Collaborators who are hosting events in the festival but it is open to everyone!

Think about the last time someone asked you, ‘What do you do?’

How did you answer?


If you’re like most small business owners in the end of life community, you probably started off with something like, ‘Well, it’s complicated, but...”. Or ‘It’s hard to explain…’ Once you get to the end of your response, most people will smile and nod politely. And usually forget what you said a few minutes later.

And what about when you sit down to write the about copy for your website, event, or an online profile?

Many business owners make the mistake of over explaining their services. They use confusing, dull, and often boring language that leaves website visitors scratching their heads and leaving your website after reading the first line. Bottom line, if you can’t answer the ‘What do you do?’ question in a clear and compelling way, you could be losing interest in your service offerings and momentum in making end of life conversations and care a part of everyone’s lives.

In this session, you’re going to learn how to create a quick story summary that’s memorable and engaging.

When you can succinctly tell people what you do, how you do it, and why it matters, they’ll be more likely to connect with your message and take action. Join us for a practical workshop on crafting and sharing your story.

About Near

Near is an online community that connects individuals and families with end of life support services. Near was founded by Jane Butler and Christy Knutson, co-founders of Well Refined. After working alongside End Well for the past three years and learning more about the challenges end of life service providers are facing, Jane and Christy started conversations and research that clearly pointed toward the need for Near.

About the Presenter

Christy’s work within end of life care first began in 2006 where she managed programs and communications for an organization serving cancer patients, many through end of life. She has spent her career in marketing and communications helping bring meaningful ideas to life. This work is deeply personal for Christy, who as a teenager was a primary caregiver for her grandmother living with Alzheimer’s and later, at the age of 22, lost her person to cancer.