Everyone wants their company to be “known” as something. Apple is known as innovative and modern. Coca-Cola is inspiring and uplifting. Nike is exciting and cutting-edge. All of these identities come down to brand . . . and brand comes down to story. With every message, image, sound, and product you deliver to your current and would-be customers, you are writing your company’s story.
So how can you make sure you’re telling the most compelling version of your company story possible?
Be authentic. Authenticity is crucial to creating a compelling story; without it, your company will come off as merely mimicking what it really wants to be. Truth and accuracy are key here. Be honest about who your company really is, what you do, and who you serve. This will enable your true target customers to find—and appreciate—who your company is and what unique products or services you offer.
Stay consistent. You can have the best company story ever, but for it to be effective, you need to tell it across multiple marketing channels, and you need to tell it the same way every time. If you’re going for a modern, hip aesthetic, your marketing emails probably shouldn’t be eight paragraphs long, whereas if you want to be seen as detail-oriented and reliable, it might be important that your Twitter feed doesn’t have typos. Always start with the brand and the company story, and develop your marketing communications from there.
Involve your customers. Reputation plays a huge part in every company story, so give satisfied customers a platform on which they can tell their version of your story. From Amazon reviews to Instagram “takeovers,” the opportunities to amplify your customers’ voices are boundless. And when they’re happy, you want to give those customers the biggest megaphone you can. After all, the most compelling company stories aren’t told by the companies themselves—they’re told by their customers.