This may seen like an odd question but…
How “HUMAN” is your brand?
Your business is made up of humans all the way through the supply chain. Yet when it comes to your brand, sometimes the human element is lost. No more so than when the subject matter is technically complex.
In PR, it’s easy to get caught up in why the widgets are so great, how they’re different etc. But people don’t remember widgets. They remember how they feel. As Simon Sinek says in his TEDx talk, focus on the why first.
Storytelling humanises brands. Out with the cold, informal, impersonal corporate language and in with the ‘real’; the emotional connection. Storytelling is built into us, we’re hardwired to remember stories, and feel compelled to share them.
“ Stories are up to 22 times more memorable than facts”*
Incorporating stories into your PR helps you distinguish your brand from your competitors. To be visible, valued and understood.
We recently asked 3 Cybersecurity editors their views on PRs, and asked what are the most common mistakes people make when approaching editors and Tony Morbin, Editor-in-Chief of SC Magazine gave a valuable heads-up:
“A big mistake is not putting the most important/interesting thing at the front. E.g. ‘Everyone at Natwest has had £100 stolen from them’, rather than, ‘New research has been published by leading global cyber security company LockupmyData, conducted by the highly regarded Whatsitallabout research company as a result of face to face interviews with 6,000 cyber security professionals last year. The findings show that Lockupmydata is rated reliable by 49 percent of respondents’.”
There are several ways you can incorporate brand storytelling into PR.
Here are a few examples of storytelling best practice:
A LOOK INSIDE YOUR COMPANY
We have to remember that people are curious. Recently, Salesforce opened their new tower in San Francisco. Rather than a dull release, they gave their audience a behind the scenes look into their business showcasing how their new offices incorporated their brand identity and that they’re not just a tech company. Not only that, they display their eco-friendly credentials detailing their on-site water recycling facility.
THE FOUNDING REASON YOUR COMPANY CAME TO BE
Every business has a story. Warby Parker, a US eyewear retailer was founded to tackle the problem of expensive eyewear after one of its student founders lost his glasses on a backpacking trip and couldn’t afford to replace them. Warby Parker also partners with not-for-profit organisations to distribute a pair of glasses to someone in need for each pair they sell. So, the original brand story was already engaging but the fact the company helps those less fortunate continues to fuel their story, see how they’re now helping students in the City of New York.
HOW YOU HELP YOUR CUSTOMERS
Client testimonials & customer references give your brand credibility. They also create powerful stories of the impact of your technology. Most clients aren’t early adopters so want the confidence that they’re not just simply your guinea pigs, that your solution is tried and tested. Leverage those client relationships with your early adopters and showcase them, like Splunk. Make your customer the hero in your story.
Storytelling is for EVERY brand…
There will always be a nugget to create a story around, even if it’s not immediately apparent. Whether it’s the reason the brand was started, the way a product is produced. There is always a story worth telling. Let us help you find your story and bring your PR to life.
* Source: Jennifer Aaker, Social Psychologist, Professor of Marketing at Stanford University Graduate School of Business
This blog was first published on LinkedIn.