Noella says an effective story gives the media, customers, investors and others a reason to “fall in love with your company”--to connect with you on an emotional level. “Your company story must be unique--your goal is to capture the imagination of the marketplace.“
1. Tell why or how the company was started. Did you start the company to solve a problem that you personally experienced?
2. Showcase your team’s groove. What a relief--you don’t have to shoulder the entire responsibility for being cool--make the most of your team. Tell your story in such a way that features what’s unique and exciting about your team. The DNA, the swagger, the philosophy of your team can attract like-minded investors, customers and partners. Including your team in your marketing keeps them loyal and involved.
3. Tell how your company is building a better community. Is your company green? Are a portion of your profits helping those in need? Are you sharing knowledge that will help others succeed? Are you making your products and services available to those who are underprivileged?
4. Declare your mission and philosophy. Take a stand and be known for it. We would all rather do business with those whose beliefs and actions are compatible with our own. Of course, not everyone will agree with your mission and philosophy--but those who do will be excited to give you their business. Having no specific mission and philosophy reduces your story and sales pitch only to price--and you don’t want that.
5. Share your vision for the future. Share your vision for the future and how you will contribute to the community. People want to be inspired: hot talent, investors, customers, partners, and those who like your vision will gain satisfaction in helping shape the future with you.
According to Noella, all good stories involve a beginning, middle and end, and your company’s story is no different. It should be easy for your audiences to understand:
Why you started the business
What your business does
Who is on your team
What your company stands for
The current and future impact of your company’s efforts
“As you develop your story, get feedback from various sources to ensure your message resonates,” suggests Noella. “Distribute your story via multiple venues, including your website, electronic newsletter, public relations outreach, slide deck, and social media. Consider breathing life to your story via the use of video--this can help the viewer virtually experience your story.”