Over the last six weeks, the team at Pearl Comms has gone to numerous events, conferences and networking sessions, and although all different in their own right, there has been a common theme – Brummies are inherently modest, and Brummy business leaders in particular don’t shout about their achievements enough… or ever, really.  

This has raised loads of questions – as an independent agency who specialises in making brands unforgettable – why is this happening? Is it because we’re all too busy with the day job? Is it that people don’t know how to tell better stories? Or perhaps don’t have time? Or the spend needed to pay a partner to help them is out of reach? Or maybe, people just don’t feel the need. But brand storytelling is so powerful.  

Let’s set aside trying to understand the psyche of the Brum business owner, but if businesses or business leaders don’t know how to tell their stories, then that is something we can definitely help with.  

What is brand storytelling?  

DEFINITION: Brand storytelling is the practice of using a narrative to connect your brand with your audience, going beyond just facts about products or services. Instead of saying what you sell, brand storytelling communicates who you are, what you stand for, and why it matters – in a way that resonates emotionally.  

So, if you’re a business with a great brand story, or a business that doesn’t know where to start, read on… 

• If you have a business, you have a brand – you just might not have given it the attention it deserves. Your brand is what you do, what you stand for, how and why you do business, and also what makes you different. It’s definitely not just what you look like.  

A short messaging session to help develop your brand messaging from scratch, or adapt them if your brand has evolved over time can ensure you have a consistent brand voice. This can be across your website, in your collateral, your bid documents or just how your team describe your business when out and about.  

We did this for our Midlands-based contractors, O’Briens, read more here.  

• Brand identity isn’t just a logo – it’s how you show up in every space. It’s your identity, how you can show off, it’s your essence and how your personality and vision shines through. In practice, it should mean brand consistency and recognition.  

A great test is if you asked 10 people in your team to describe what you do – would they all say the same thing? Not only that, but visually are you consistent across all platforms and channels? You should be.  

• Who needs to hear about you? Now, once you’re clear about who and what you stand for, consider who needs to know about you? Everyone, right? No, wrong. Be clear on who it is that would champion your news and views, and who your potential customers are. Put your brand in front of them. Sounds simple enough, but is forever overlooked in practice.  

Audit your existing customers and carry out some profiling on who your ideal ones are too. Think about job roles, sectors, and whether geographical location has a bearing. Then find out their pain points and how they like to consume information. 

• How to get the word out there. Well this deserves a series in itself, but a robust marketing and communications plans will help bring all elements together. We’ve put together a menu of information below. 
• READ MORE: Why tone of voice is your brand’s superpower  
• READ MORE: Maximising media moments  
• READ MORE: Creating a cohesive campaign  
• READ MORE: Improving your employer brand 

For more help and support on how to really make an impact with your communications and marketing, get in touch with the team today on hello@pearl-comms.com.