Developing a narrative is a strategic and compelling way to tell your business story, explain your business’s background and communicate your future vision. In this blog post, we talk you through developing your business narrative and communicating it to your audience, breaking the process down step-by-step so you can get to work creating yours. Remember that stories are what sticks with an audience, so telling your story well is worth spending some time working on.
How to develop your business narrative: step-by-step
1. Brainstorm and ask yourself some key questions
To start forging a clear narrative, brainstorm and write some questions about your business such as how you started it, why, what you specifically aim to deliver for customers and who your target market is. Then (without cringing), treat this step like you’re interviewing yourself. We recommend recording your answers on your phone or using a dictaphone. Being able to replay this back will help you decide what sounds effective for inclusion, and which parts are irrelevant to your narrative. It’s also a good idea to write down any specific words that you want to be associated with your business and to have these on hand when it comes to piecing together your narrative.
2. Focus on what makes your business unique
It’s important to consider what your business offers that sets you apart from competitors. This will form a key part of your narrative and should be what will resonate most with your customers - so don’t rush this stage. Think about what your competitors do, or rather don’t do and how you differentiate your business from theirs. For example, do you offer a personal service while they appear corporate and lacking in personality, or is the product your business sells a higher quality than its rival products? If so, these are the types of things you need to shout about in your business narrative.
3. Put pen to paper (or fingers to keyboard)
The next stage is to pull your notes together and start writing (or hire a copywriter to help you nail your narrative). If you decide to go it alone, highlight all the best results of your brainstorming session, interview with yourself and notable words that you would like to use to represent your business and see what you come up with. Remember that the first draft is there to build upon and these things take time to perfect. Once you’re happy with it, run it past a few people who are familiar with your business to sound it out for a second opinion.
4. Share your story internally
Making sure that everyone who works for your business, understands your business is the next logical step. Getting your people on board with your company narrative is half the battle. Remember that word of mouth is still an inherently powerful marketing tool and if you have an interesting narrative, your employees will naturally want to share it with their network. It’s also a good idea to use visuals to help bring your narrative to life – people absorb visuals much easier than the written word.
5. Communicate your business narrative externally on your key marketing channels
Now it’s time to communicate your business narrative to your external audience and create interest in your company. Making sure your story is connected across your key marketing channels is important here, so it sticks in people’s minds. Hopefully, you’ll have already identified your main marketing channels by this point and will know exactly what type of posts encourage external engagement and resonate with your audience. Create a plan for sharing your narrative externally and make sure you follow it closely.
Remember that your business narrative is ongoing and should grow and develop as your business does. Importantly though, it’s what makes you stand out from competitors and engages your audience.
LIT Communication offers copywriting, SEO, graphic design, social media services, PR consultancy, PR and marketing services in Huddersfield, West Yorkshire and beyond. So, get in touch with us to help nail your business narrative and communications.
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