Getting Comms Right

Building a strong brand image and reaching key audiences can be a challenge for many businesses even at the best of times. But trying to do so during a global pandemic has increased this challenge ten-fold. And this is where great corporate storytelling can really make a big difference.

Corporate storytelling can enable companies to generate excitement around new products, campaigns and business updates, communicating this news in a tailored way that fits their overall brand messaging.

Here are three corporate storytelling trends we believe will be vital for brands to stand out in a post-pandemic world:

1. Putting people at the heart of the story – From the bravery of NHS workers to the work of community volunteers at COVID testing sites, news stories focused on the actions of individuals have increased during the pandemic as a way to inspire and build connections with people during uncertain times. Putting people at the heart of your corporate communications and sharing their stories will help make your business more relatable and empathetic among public audiences.

2. Building transparency and trust with video – In the age of the Zoom meeting, the use of video and video calls to communicate directly with staff, investors and the press has grown increasingly important. Video helps to link a human face to an organisation, presenting further opportunities to be transparent, develop trust, and create a more personal dialogue with both customers and consumers.

3. Authenticity is key – With much negative news resulting from the pandemic, more businesses have been tempted to force positivity into their corporate messaging to counteract this, which runs the risk of coming across as insincere. Authenticity is the key to effective corporate storytelling, ensuring an organisation’s messaging truly reflects its values, people and culture and resonates more deeply with its target audience.