Brand story telling – getting it right both internally and externally
Brand story telling – getting it right both internally and externally is a core factor to your marketing success.
Horizon Works specialises in working with businesses from the manufacturing, engineering, automotive, technology and innovation-led sectors. We work for all kinds of B2B organisations in various industries in the UK and worldwide. They each have complex products and services that need to be understood and translated into compelling messages and campaigns that set them apart from their competitors – which is why getting your business story right at the start and then telling your brand story accurately and consistently is important.
Understand your market
You should have a clear understanding of your position within the market and benchmark your business against your competitors. It is equally important to understand your target audience. Research your clients and prospects – do not rely on what you think you know storytelling involves understanding what makes your audience tick.
Build a marketing strategy
Develop a cohesive, clear, and tailored marketing strategy to address why and what story you are going to communicate. This will help you to develop your story and ensure that you get a better return on your marketing investment.
Get on message
When defining your messaging, do not think solely about what you do, but consider what your product/service means to the potential customer. Most importantly, your key messages should be used consistently and adapted to different audiences.
Who are you talking to?
An understanding of your target audience is key to effective storytelling. Knowing your audience means you can adapt the tone of voice and the key messages you use to tell them your story. Consider cultural sensibilities, customs, and quirks of language when marketing abroad.
Select the right channels
Know the places where your target audience is most likely to see your story – whether it is a press release, social media, blogs, brochures, mail, your website, video, or a presentation – there are a range of marketing tools available to share your story, you just need to work out which stories are most appropriate for each channel.
Identify your stories
What have you recently achieved? Are you expanding your team or client base? Have you launched a new product or service? Every business has a story to tell – you just need to look for them.
Journalists are short on time, so your press release needs to make an impact within seconds. Think about the news angle and keep it short and avoid sales jargon!
Expertise and credibility
You are an expert in your field – so why not let people know? Start by identifying a spokesperson/people in your company with specialisms. Journalists like experts and there are plenty of opportunities for comment, alternatively you can consider writing a feature on industry trends, white papers, industry advice or even technical insight. Case studies are also important in building brand credibility.
Cut through the noise
Customers are being bombarded with excess information; therefore, it is critical to ensure your story cuts through the noise. You can do this through well written and tailored content, visual infographics, high-quality photography, and topical articles.