Building Strong Brand Storytelling Throughout

Marketing Inside-Out To Build Strong Brand Storytelling

A strong inside-out marketing strategy begins in your own home, with your team. As online marketers we tend to focus a lot of our time and interest on outside audiences – after all, we’re trying to get people to buy what we’re promoting here!

With so much focus on outside viewers, there’s often little time left to think about our own employees.

If we truly want our brand story to come to life, we need to focus on who’s at the heart of that story – the employees. Not only are they necessary to business, but they are essential to creating a meaningful experience for the customers. Here’s some ways for getting you started.

Quick Takeaways

  • Start with finding your own purpose.
  • Educate your team what this purpose means for them.
  • Build up your people from the inside-out!
  • Create a team that’s linked.

Discover your purpose

It’s easy to blame the company’s bad performance for the economy or competition — any outside influence really. Looking inward for imperfections is much harder.

The thing is businesses that consistently outperform their peers or industries tend to have something in common: a unified purpose.

The foundation of brand name storytelling is purpose. To ensure that purpose to be clear, companies have to understand the business that they’re really in. Within 1960, Harvard Business College professor Theodore Levitt coined the phrase “marketing myopia” to describe the short-sightedness that occurs when companies focus on products and services instead of seeing the big image of what customers really want. He taught his college students that customers don’t want a quart-inch drill — they need a quarter-inch hole.

Making Sure Your Team ‘Gets It’

For companies to be powered by purpose, employees have to know what that purpose will be, have tangible expressions of what it means in their everyday life, and understand how to apply that objective while interacting with or servicing customers.

As marketers, we need to raise the club on what we expect the role and influence to become on employee engagement . It makes a BIG difference in how the stories that we tell and the experiences that we create play out along with those ‘moments of truth’ between employees and customers.

That’s all of well and fine, yet how do we actually do that?

Use Inside-Out Strategy to Build Up Your Individuals!

People and organizations reflect their management. But there’s often a large gap between what management sees as the vision for company and what employees hear.

Back to Levitt’s point, companies aren’t in business to sell things, they’re in business to satisfy customers. For that to occur, marketers have to tell a cohesive brand story internally. Here’s six steps on the right way to do just that:

Step 1 : Make it a Priority.

Building relationships with employees is no different than with clients. You have to make internal content manufacturing a priority just like with exterior audiences.

Start with the executive buy-in so that you have the resources, authority and responsibility to centralize the particular practice. This way, you’ll have a single consistent story that workers hear rather than sporadic, conflicting stories from every division.

Having a much better relationship with your employees goes hand-in-hand with developing a much better workplace culture. Chris Whitened did a great TedTalk upon ways to create a culture that inspires innovation from the inside-out here:

Step two: Develop Employee Personas

Just like the buyer personas you use for external articles, you need to identify and determine what drives the many personas within your organization.

How exactly does what you’re telling your customers matter to them? If your weblog is talking about problems you’re solving for customers, does your technical support team know about them?

The content that you create for executives shouldn’t become the same as the people who have day-to-day contact with customers; some are leading the strategy and the like are executing it. Check out how each of your personas connects with your content.

Employees across an organization will have different needs. Tech company employees are very totally different from oil and gas workers in the field. Slack, Microsoft, and HubSpot won’t reach everyone if they are not tech-connected.

For example , let’s say you’re implementing a new internal conversation technology to keep your groups connected. A millennial doing work in IT should have no problem used to this new program, and could require little to simply no training on its processes. On the other hand, an older accountant who have communicates primarily through E-mail may need some more one-on-one help getting used to this new system.

Here’s a good roadmap that’ll help you get started with this process.

Using Inside-Out Strategy to Develop Employee Personas Image Source: Slack Collaboration Weblog

Get to know your employees as well as you do your customers, and you’ll be able to get creative on how you capture their attention.

Step 3: Find Your Kick off point

Have you ever had regular communication with workers? This could be as simple as coffee and donuts every Mon morning for small teams or quarterly global broadcasts for enterprise organizations.

If the answer is no, your starting point may look more like a baseline. If you have a vague onboarding deck that every employee was sent on day 1, you’re a little better off!

By knowing where you’re starting, you’ll know how much you need to educate internal teams on the brand story, how it makes a difference to customers and what their roles are.

Step 4: Make a Plan

Now it is time for you to put it all together and make your brand story come alive for your employees. Here is a simple template to guide your own editorial strategy for everything that you publish. This template describes who else helps tell the story – including your executive leadership.

Inside-Out Brand Storytelling Strategy Image Supply: Content Marketing Institute

Let us face it — if something is a priority for your leadership then it should be a priority for every employee to get engaged using the brand story and reside it in their own exclusive way.

Stage 5: Communicate Strategically

While you might find that you have to communicate more frequently with workers than you do now, you must also realize that everything has to be purpose-driven; don’t give them a reason to ignore you.

The chart above can help you think about what you want to say and exactly what you want the outcome to be. A few employees will make the connection simpler between the company’s brand story and their own work than others will.

Think about the following when you are establishing your leadership strategy : How can your own brand story inspire employees to solve a customer’s problem, not just sell a product? What is the experience that they are able to generate for the audience?

Step 6: Make it Fascinating

David Ogilvy once said: “You cannot bore people into buying your product. ” The same goes for your internal brand name storytelling.

We can say that customers have relationships with people, not companies. To truly create brand stories come to life through the experience we create, marketing experts have to be willing to lead brand storytelling internally, so that every individual who represents your brand understands what makes their firm unique.

Simply by getting employees excited about your own story, you’re able to develop a unified, cohesive team that are proud to share it every single chance they get.

Tell me, what do you do to obtain employees interested and activated by your brand story?

If you’re not sure where to begin, let’s chat! Set up a totally free consultation with us here . Be sure to check out our SEARCH ENGINE OPTIMIZATION Blog Writing Services as well.

The post How to Build Strong Brand Storytelling From the Inside Out made an appearance first on Marketing Insider Group .

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