How to tell a good company story

Reading time:
5 min

what's your brand story

Story telling as content marketing

 

  • Be yourself

We know “Be yourself” is about the cheapest, most cliché phrase you’ve heard today, but nonetheless it is one of the most important and in our jobs, we often see people forget about this simple motto when they immerse themselves into sales, marketing, branding and forget who they are and why people love them.

“Be yourself” isn't just about you being you, it’s about showing that your brand or services are being true to itself and following its values.

Audiences are tired of cold sale pitches and ads. People want to know who/what they are buying into. They want to understand your brand in order to relate to it. This is why storytelling is so important in the company’s communication. 

 

  • Why is storytelling powerful?

Storytelling is the most powerful content marketing because it defines your brand.

Your company exists for a reason, and that’s a story people genuinely want to hear and are interested in learning about. Your story should communicate: 

Emotion. By sharing some personal stories, you are putting a face on the otherwise impersonal brand. Your story will offer an emotional attachment from your audience.

Attention: A heartfelt story grabs your audience's attention like no sales pitch ever will!

Memory: your story will be memorable for your audience, which are more likely to have a closer link to your brand and maybe even share the story with other people. 

 

And you tell great stories through blogs, articles, video, photography and audio.

 

A brilliant “How it all started” story

 

A common story for brands to tell is a “How it all started” story.

 

We all have in mind the famous picture of Steve Jobs and his friends in his parent’s garage in 1976, making the very first Apple computer. The same goes for Microsoft and Bill Gates or even more recently, think of Jeff Bezos from Amazon, now the largest online marketplace, mailing out packages in 1994 from his home.  What better examples of humble beginnings! And these images make the billionaires seem a little more human, a little closer to us and also can inspire trust in their brand. Most brands actually have simple, human, humble beginnings. Sharing these “How it all started” moments has a huge impact on the brands present-day audience and consumers. It makes them relatable. This is suited for every business, regardless of its size or current success.  Just as you probably relate to the bakery in your neighborhood because you are familiar with the people there and their stories, the same can go for big companies and brands. 

 

A movie called Budapest was released by Netflix in 2019, directed by Xavier Gens, it shares the tale of two friends that are fed-up with their conventional lives and jobs and decide to create an out-of-the-ordinary Stag Do and Hen Party travel agency. Overall the movie is an entertaining comedy, quite similar to “The Hangover”. That’s it,  until you find out it’s a true story!

 

Budapest, the Movie

The movie actually relates the true story of the founders of a (now very successful) stag and hen agency! This is the ultimate “How it all started” content and it works as brilliant marketing for their brand as well as being an entertaining movie.

 

The agency has a link to the movie directly on the first page of their website. The movie gives the opportunity to their audience to see who they are, who they really are. And to see the motivations and struggles of bringing their dream to life.

 

The keys to their impactful story are : 

 

  • Being personal and authentic. The movie is a real story and yearns to be transparent, open and honest. It even includes some relationship issues the protagonists faced when creating their dream agency (spoiler alert - it did not go down so well with their partners).
  • Being meaningful: The audience they are trying to reach (stag/hen parties) can relate to their story. The protagonists created their agency in reaction to their seemingly boring job and because they were not  let into a club one night. The movie brings to life all the main selling points of their service through their personal story.
  • Being relatable and inspiring: If you were planning a stag party, and you saw the movie, chances are 10 to 1 you would pick this agency over any other. Why: because they shared a good story and you feel like you know them.  They are not a faceless brand.  Knowledge breeds trust.

 

Storytelling

The day-to-day story of your brand

 

The “How it all started” storyline is not the only way to tell your story, there are other ways to get personal with your audience.

 

  • Using your data: 

Your company data is full of interesting stories just waiting to be told. Why should you not share your relevant data and studies with your audience? Share your ups and downs with your audience. If your sales are up, talk about it! If you are doing something ethical or donating, talk about it! The key is finding a way to “translate” stale, dry data that your company produces into insights and positive messages your audience can relate to.  And make them relate to you on a personal level. Turning your data around needs a good dose of creativity but it is worth it if what you are sharing has value for your viewer. A short animated drawn video is a great way to make your information stand out and be memorable.

storytelling through data

 

 

  • Who Are You? 

You aren’t a faceless corporation. A real person (or people) make up your brand, your company and your image. Every single day real people work in your office, make your product, and run your company. Putting a face on your brand is one of the best ways to cultivate a connection. Consider ways you might peel back the curtain to show people who you are, what your culture, and what you care about. And showing your audience your day-to-day activities is a great way of connecting. And what's great is this works for every size company. A local restaurant can focus on their employees/chefs or happenings in their neighborhood. While a multi-national company can share their new uniforms or redesign of their building. 

 

What about you?

We hope these stories have inspired you to tell your own and reach your viewers on a more intimate base.

Don’t forget to : 

  • Choose your story well.  Just because you create content doesn’t mean you’re effectively telling your story. It is important to know which story to tell. As well as what angle to give it. This is essential to convey the right values and right emotions to your audience. 
  • Choosing the format. Content comes in lots of different formats that don’t all captivate your audience in the same way. You should choose the format that best fits your story and your audience. 
  • And finally: Production time! Have fun, after all, it’s about you! And don’t forget to read our blog post: “10 magical questions before you start”

We hope to have brought you to the very beginning of building strong long-lasting relationships instead of struggling to replace people one after the other. Please get in touch to share anything you would like with us! 

 

 


Wendy Kessler
Co-founder - Head of content strategy

Wendy is the project manager at Takeaway Content. Fluent in English, Spanish and French, she is really easy to talk to and she's an expert in content strategy.

Wendy Kessler
Co-founder - Head of content strategy

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