1. Nareit Brand Guidelines: How to Draft a Powerful Presentation
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

2. Introduction
Use this style guide as a framework for crafting a clear and consistent story within PowerPoint. This style guide is intended for staff, at all levels, who use PowerPoint as part of their daily role.
Visit nareitbrandcenter.com for more Nareit brand resources and templates

3. What is Storytelling?
Storytelling is the act of conveying events, emotions and ideas through words and images. All stories have a beginning, middle and end.
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

4. Why Storytelling Matters?
Storytelling isn’t stylistic flair. It’s a crucial part of engagement and persuasion. When you use the power of storytelling, your audience instantly:
Is more focused
Has a deeper understanding of why the information you’re presenting matters
Remembers your presentation longer 1. 2. 3.
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

5. Components of a Story A simplified story arc
In traditional storytelling, a story arc is the chronological construction of a plot or narrative. It takes a main character from an ordinary beginning, through a series of choices in the middle and on to the desired result in the end. A story arc is a device that effects change or transformation in characters and plot lines. It’s important to remember that most of a story takes place in the middle, where tension builds and “conflict” occurs.
Beginning
The tension
In traditional story telling, but in a business setting this is where you’re
Traditionally, the key to a great story is the
Middle
End
Establish the challenge
Build “tension” and demonstrate possible opportunities
Find solutions
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

6. Components of a Story A simplified story arc
The story arc is a reliable structure for PowerPoint presentations. The three main parts of a story correspond to high-level sections of a successful presentation. When we properly establish the challenge to our audience, build “tension” and demonstrate possible opportunities, and then find or propose solutions, the result is an audience that is captivated and hopefully convinced.
Beginning
The tension
In traditional story telling, but in a business setting this is where you’re
Traditionally, the key to a great story is the
Middle
End
Establish the challenge
Build “tension” and demonstrate possible opportunities
Find solutions
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

7. So, What is a Presentation?
A presentation is a one-off opportunity to tell a particular story to a specific audience. Presentations build connections between you and your audience so that you can tell a story in engaging and memorable ways.
A presentation is not a voiceover for a set of slides.
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

8. Putting it Together
So now that we know the components of a story, how do we put those fundamentals into practice within a PowerPoint presentation?
Step 1
Step 2
Step 3
Step 4
Step 5
Establish your audience(s)
Identify your main message(s)
Get the structure right
Start strong and end with a bang
Focus and simplify your language
Step 1
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

9. Establishing Your Audience(s)
The best presenters put themselves into their audience’s shoes
Step 1
To keep your audience top of mind:
Find out as much as you can about your audience
Speak from your audience’s perspective
Choose proof points that resonate with your specific audience
Deliver the appropriate level of detail to your specific audience
Be specific
Prepare for hard questions
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

10. Establishing Your Audience(s)
Continued…
Step 1
Before creating a presentation, ask yourselves the following questions:
Who am I talking to?
How many people will I be presenting to?
Where am I physically presenting?
Why is this audience taking the time to listen?
What is the desired outcome?
What is the audience’s current level of knowledge and understanding?
How familiar are they with the work we do and the broader REIT industry?
Is PowerPoint the best way to present this information?
Note: If you’re presenting in an intimate setting, to one or two people, PowerPoint is probably not the right medium to give your presentation. Perhaps bring print outs of important visuals and have a more relaxed conversation.
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

11. Identify Your Main Message(s)
Clear, concise and audience focused
Step 2
What message(s) do you need to get across to achieve your desired outcome?
With your audiences established, it’s time to identify your main message(s).
Think of the main messages as your thesis statement. It’s what you’re trying to convince your listeners of. It’s your argument––what you want your audience to think once they’ve left the meeting.
Your main message(s) should be:
Simple and direct
Memorable and repeatable
Benefits focused
Supported by evidence
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

12. Get the Structure Right
Fusing the story arc with a PowerPoint presentation
Step 3
Order your information like a compelling story—make sure there is a beginning, middle and an end.
Beginning
Middle
End
Establish the challenge
Build tension and demonstrate possible opportunities
Find solutions
Introduce your main message(s)
Use supporting key messages and evidence to prove your main message(s)
Conclusion
Note: If you’re presenting in an intimate setting, to one or two people, PowerPoint is probably not the right medium to give your presentation. Perhaps bring print outs of important visuals and have a more relaxed conversation.
Visit nareitbrandcenter.com for more Nareit brand resources and templates.

13. Start Strong and End with a Bang
Persuade your audience to pay attention
Step 4
Your introduction is a chance to give your audience permission to believe.
By communicating something intriguing right from the start, your audience is more likely to pay closer attention throughout your presentation. Always identify your main message(s) in the beginning. Then touch back to your most compelling idea(s) throughout the presentation.
A few ways to start strong:
Describe a challenge
Surprise your audience
Tell a memorable, related story
Ask your audience a question
Share a common problem
Visit nareitbrandcenter.com for more Nareit brand resources and templates.
Note: If you’re presenting in an intimate setting, to one or two people, PowerPoint is probably not the right medium to give your presentation. Perhaps bring print outs of important visuals and have a more relaxed conversation.

14. Start Strong and End with a Bang
Continued…
Step 4
Your conclusion is your final opportunity to make a lasting impression and ask for action.
In particular, your last slide is usually displayed the longest—throughout questions and answers—so make sure it reflects your main message(s).
Always make sure to:
Reiterate your main message(s) clearly
Connect messages back to your audience
Visit nareitbrandcenter.com for more Nareit brand resources and templates.
Note: If you’re presenting in an intimate setting, to one or two people, PowerPoint is probably not the right medium to give your presentation. Perhaps bring print outs of important visuals and have a more relaxed conversation.

15. Focus and Simplify Your Language
Speak like a person, not a business (even though you are one)
Step 5
When listening, we’re accustomed to hearing conversational English.
However, when reading, we expect formal English. So, in your presentations use formal English within your PowerPoint document, but speak like a human when you’re presenting.
High level tips:
One main message per page
Keep your audience’s attention by staying clear
Keep language active
Passive voice leads to complicated, long sentences
Use active language to stay clear and concise
Headlines should focus on benefits, not high level summary
As the largest text on the slide, make them part of your message
Yes: “Profits up by 20%” No: “Financial performance”
Visit nareitbrandcenter.com for more Nareit brand resources and templates.
Note: If you’re presenting in an intimate setting, to one or two people, PowerPoint is probably not the right medium to give your presentation. Perhaps bring print outs of important visuals and have a more relaxed conversation.

16. Contact
If you have any questions, please contact Nareit Vice President of Marketing and Corporate Communications Alicia Hosmer at
Visit nareitbrandcenter.com for more Nareit brand resources and templates.