When we craft and tell our brand story for our business it needs to connect with everyone from the employee’s inside the business, to the potential new hires joining your business to the consumers buying your products at retail. Your brand story and how it is told has a huge impact on the image that everyone has about your business. The Page Group has focused on this aspect since its very beginning. We believe when crafting the brand story we need a strategy to engage everyone into the lifestyle, or attitudes, that this brand story tells the marketplace. when this is done it has a significant impact on the trust that everyone engaged with the brand brings to the business. It builds loyalty both inside as well as with your consumers. Its a picture we all strive to be successful with. Often the problem is that the story is not told to everyone connected with the business, so disconnects are created and confusion regarding brand values is lost. Check out Meghan’s perspective on this issue in the following Forbes.com article published in January.
LEADERSHIP 4,036 views
Is Your Brand Story Telling Meaningful Stories?
Your Brand Story as well as storytelling, is all about sharing goals, expectations, and experiences. For an organization’s talent strategy, storytelling has a multi-tiered payoff:
• It’s an ideal way to attract different types of candidates.
Particularly passive candidates can be hard to reach (they’re not actually looking for a job, so they’re not toiling over their professional profiles or reaching out to HR). But put interesting, relevant content out there, and you’ll pique their interest.
• It’s a mission refresher for your corporate culture.
There’s no better way of galvanizing and consolidating what’s most important in your corporate culture. It’s also an impactful opportunity for leadership to step up and play a key role. There are countless ways to start authentic storytelling in the workplace. But it should include questions like: What are the important moments in your company’s history? What are the turning points? What are your company goals? When leadership articulates the answers, it puts a human face on the company story.
• It’s a way to drive employee engagement.
Telling a company’s story is an undeniable way to bring everyone closer to an organization’s core values, and to turn employees into a community with shared experiences and goals. In the workplace, shared experiences forge an emotional connection, building community in a way nothing else can. They connect leadership and employees, strengthen individual goals to company goals, and turn a sense of mission into a call to action that each individual can relate to.
As for marketing, HR and Recruiting, storytelling is indeed a softer approach, but it packs a wallop, expanding audience and increasing visibility. This may be a bit of a tongue twister, but say it with me: Meaningful content is very different than content marketing.
Stories have a relevance, a resonance: they imply that there is an audience who can relate to the experience. That’s entirely different than a product pitch, which says, all too often, we know what you want. One is inclusive. The other can be, at the least, irrelevant; at the worst, alienating. What’s your story?
The deeper a company goes into the act of telling its own authentic story, the deeper it can entrench its own employees and community in its mission and culture: to tell a relevant and meaningful story you have to do a certain amount of company soul searching, a process that not only deepens a company’s own sense of brand and culture, it creates a culture of sharing an experience. And that, in turn, is great for all aspects of HR, as word gets out that Company X is a great place to work, with great goals, a great brand, a great story. I’d go so far as to say that authentic storytelling from an HR standpoint is akin to a feedback loop of win-win.