Here are 7 points to keep in mind while crafting a narrative that is compelling and impactful.
1. The key purpose of your narrative needs to be larger than differentiation
In today’s competitive world, your business needs a key differentiator or a USP to stand out in the crowd. A company’s narrative can be one of the most powerful tools to differentiate the business from its competition; however, that should not be the only purpose it should serve.
Brand narrative or company narrative can fulfill many business goals. In addition, to creating a competitive edge, it is capable of communicating the organization’s purpose, its value proposition, and the story of the people behind the organization.
Think about all your business goals and the interests of different stakeholders. Try and include story elements that appeal to a larger audience in your narrative. A narrative is profoundly powerful, and by tapping into its potential, you will be able to create a larger business impact.
2. The story of the beginning is important
When talking about a business narrative, the first thing that comes to mind is how to communicate the future potential of the brand and its present value proposition. However, in a company narrative, the past is as compelling as the future and the present.
The story of a brand’s origin can be a great way to hold attention and tell the story of humble beginnings or the arrival of eureka moments. An origin story is also a compelling and easy way to hint your customers towards your ‘why.’ It also helps people get a glimpse into the ups and downs of pursuing a goal and the zig-zag path of the ongoing journey towards success.
Here are a few questions to help you pin down your origin story. Write down answers for the following questions and assess which elements are impressive enough to add to your business narrative.
- How did the organization start?
- What was the genesis/reason for its creation? The “Why?”
- How did the organization get its name?
- Who are the founders, and what are their stories?
3. Avoid jargon and marketing buzzwords
Jargons and marketing buzzwords are attention-killing tactics. If a person doesn’t understand the message, their mind is sure to lose focus and miss out on picking the important elements of the brand messaging. The result? Poor brand recall and vague understanding of the business’s products and story.
Another significant reason to avoid jargon and stick to layman’s language is that jargon soon goes out of trend. However, the simpler words remain classic and palatable for all kinds of audiences and will never be out of fashion. Avoiding buzzwords also hints at your story’s authenticity and gives it a competitive edge.
4. Share your story within your company & with key partners
Company narrative is not just a sales tactic for your external customers. It’s a branding strategy for all the people your business interacts with, including your employees. Employees are your organization’s face for the rest of the world. And hence, they need to know the business narrative.
Make sure all employees, from your front desk to your upper management, understand the organization’s history, mission, and what makes it unique.
If you reach end customers through a partner ecosystem it’s crucial that you educate your partners, especially the market facing team, on the purpose of your organisation and the tenets of your company’s vision.
5. Craft a narrative that infuses in all areas of your business
Whether it is pitching to a new client or acquainting your new employees to the company, a business narrative should be able to deliver a consistent message. Not all companies may be ready (or even equipped) to drive their marketing and communications with a single narrative.
In such cases, make your narrative simple enough to infuse it with other communications material. Organizations can have a standard story that can be fleshed out depending on the goals and the audience.
Keep your business narrative concise yet open-ended for it to assimilate with other organizational content. Whether it’s a sales pitch or a public outreach campaign, your story must-have consistent elements that appeal to everyone.
6. Highlight human stories
Crafting a company narrative with human connect helps to pour some emotions into the story. Emotions are proven to enhance memories, making it easier to remember stories or experiences.
It’s no surprise that people connect to stories. Spotlight the human stories and the kind of impact your organization has on people. It will help to etch the brand in people’s minds and create a stronger brand recall.
Human-centric impact helps the audience to situate themselves in your business offerings. By learning how your business helps others, they understand how it can help them.
7. Choose your storytelling medium wisely
How you deliver your message is just as important as the content of your messaging. The same goes for brand narrative. While it is important to craft an impeccable narrative to gauge the attention of all your stakeholders it is equally crucial to disseminate the narrative to your audience on the right platform.
Cross-platform messaging is important and you will need to have a decent website, social media presence, and online PR exposure. However, you will need a star platform that presents your business narrative in the best possible way.
For example, a food business may be able to do better with aesthetic social media whereas a business selling learning products may benefit from crafting a strong brand narrative on video platforms such as YouTube and Vimeo.
You can pick the best platform and format while maintaining a steady digital presence in other digital spaces. Make this chosen platform your frontline brand narrative presenter. Whenever a stakeholder asks you for a brand pitch or narrative, make sure to deliver it through this medium first and leave the best first impression.
Crafting a company narrative may sound complex but it’s certainly worth it. If you want to craft a narrative that moves people then get in touch with us here.
Wondering why you should trust us with your organization’s story when you are the one to know it the best? Read some of our client testimonials to understand how Cusp can play an integral role in crafting an impeccable company narrative for your organization.
