founder(s) took a new and completely unforeseen path. That iswhat makes this type of communication so powerful. Identifyingthat moment is simple and oftentimes the hardest thing for acompany to master.
Keep Calm And: Let the human element of your brand story in.
While many marketers talk about B2B or B2C communication,what is occurring is P2P (people to people) communication. Eachcompany has people behind it, so instead of resisting the humanelement of your organization, embrace it.
Once you have shared your company
story, focus on the audience. Your
company has just felt the powerful shift
associated with sharing your story. Many companies continue
to focus their communication on their company instead of the
audience. Once that birth story has been shared, the focus now
needs to be on prospects and their pain points.
The rationale for sharing your company birth story is to establishyour company’s reason for being and the values that were createdfrom that. Now the shift comes to taking those company valuesand highlighting them in your client success stories. Consumerswant to read content that is relatable. While they won’t be able tosee themselves in your company’s brand story, they will be ableto see themselves in your client success stories. That does notmean, however, the values you have ascertained and establishedshift.
Keep Calm And: Consider what your audience gets frompurchasing your products and services. In your client success story,the focus moves from what your company did to the benefit theclient received. Your brand values help guide you in showcasingthose benefits.
These tips help your organization guide the audience throughyour digital content, showing the relatable qualities of yourorganization. Even with digital content being created every day,current content misses the first step of establishing the companystory. By sharing your company story, your values will also beshared and prospects can learn about your organization on ahuman level. J
Companies who jump from value system to value systemerode the very thing that makes content stick. Understandingyour values makes sense in theory — demonstrate how yourcompany values are similar to the people who buy yourproducts. The execution of this marketing strategy has beenmixed at best, because companies have not clearly articulatedwhy they were created.
Keep Calm And: Document your company’s birth story. Everycompany was started from an idea, comment or thought.
Interview the founders to learn about that moment of creationor review historic documents and interviews to find any hiddeninformation. Woven into that story are the company’s values.
Share your organization’s values as a
digital story. Once your company has
identified its birth story and uncovered
the company values, it is time to create the digital story that
shares those values. There are several reasons to share your
company values. First, sharing your values allows them to
become part of the fabric of your digital storytelling. Why
your organization solves problems is as vital to your prospects
as how your organization solves problems.
Second, sharing those values help to reinforce them with yourcustomers, going from words to action. The values of yourcompany have a life of their own. Sharing the values help tostrengthen their use in your company’s everyday existence.
Finally, if you are not sharing that story, someone else candevelop and share that story for you. That narrative will notonly be inaccurate, it could be negative.
Keep Calm And: Create digital stories that make thosevalues come to life. If your company has the value of sharingknowledge, for example, this should be a cornerstone action inyour stories of your client engagement and how that knowledgemade a difference.
Allow your company to be relatable
and human to build trust. When
companies identify and share their
moment of existence, they create a space for being open,
being raw and where audiences understand their reason for
existing. A human element to their brand story makes it have
meaning. Because there is an inherent vulnerability, there is
resistance to it by organizations.
By sharing their own digital story that is relatable,companies are allowing their audience to trust in thecompany messaging and the company brand. This type ofcommunication will touch, move and inspire beyond anorganization’s target audience. Each organization’s momentis uniquely theirs — a single moment in time when the
Lisa Apolinski is an international speaker, digital strategist,author and founder of 3 Dog Write. She works withcompanies to develop and share their message using digitalassets. Her latest book, “Persuade With A Digital ContentStory,” is available on Amazon. For information on heragency’s digital services visit www.3Dog Write.com.