Comment l’histoire de votre marque peut-elle vous aider à vous démarquer de vos concurrents en matière de relations publiques ?

To clearly define a purpose, consider what specific issue your business addresses, the audience it serves, the impact it strives to make, and the fundamental principles it stands by.

Clear, concise messaging, devoid of 'filler' or buzzwords. If you compare your boilerplate, for example, to your competitors, could you tell the difference between what your company offers that is different than your competitors? If the answer is no, that's a great indicator that you need to refine your messaging to be clearly differentiated, backed up by data, when possible, and devoid of claims or phrases any company can make to 'sound' stronger (when in fact, most will tune those words out) - industry-leading, best-in-class, scalable, the list goes on!

In public relations, a brand's personality is like its special character. It's not just about telling stories; it's a smart way to stand out in a busy market. When brands show their personality in how they talk to people, it helps them create a special identity that people really connect with. This connection is important because it can affect how people choose what to buy and how much they stick with a brand. Keeping this personality consistent everywhere makes sure that the brand always looks and feels the same, which helps people recognize and understand it better.

El storytelling es valioso porque no funciona de la misma forma en todas las compañías y ahí es donde el profesional de la comunicación juega un rol fundamental. Cuando se trata de una startup, el storytelling se puede basar en 3 puntos dependiendo de la situación: 1. Storytelling por equipo fundador, cuando la historia detrás de los personajes creadores es lo suficientemente poderosa como para justificar la creación de una empresa. 2. Storytelling por producto: cuando el producto es lo que cambia el juego. 3. Storytelling por visión/propósito: cuando lo que te mueve es lo que está detrás, no importa cómo se logre.

Crafting a compelling brand narrative is crucial for differentiation amidst competitors. A brand's story serves as a powerful tool to define its unique identity, connect emotionally with consumers, strategically position itself in the market, enhance memorability, and demonstrate authenticity. By highlighting origins, values, and mission, a brand can establish a distinct identity that resonates with its target audience, fostering trust and loyalty. Through transparent storytelling about its journey, challenges, and commitments, a brand can set itself apart in the minds of consumers, making it more memorable and appealing when compared to competitors lacking a clear or authentic narrative.

A brand is a promise capturing what you stand for as a business and how that makes you different from others in your industry. Together, these create your brand equity, which is the value that derives from your brand name. You must protect that equity by periodically evaluating how your brand is perceived by your target audience. You can do that by asking your customers (if you're B2B) or consumers in general (if you're B2C) what your brand stands for in their minds, and what they see as the benefits. This is an exercise that many big brands go through periodically (it's costly) to assess brand health. Knowing how your target audience perceives your brand helps ensure your marketing dollars are well spent.

Effective storytelling in public relations goes beyond just crafting engaging narratives; it's about ensuring those stories resonate with your audience. If your content fails to connect, it's a missed opportunity and a waste of both your time and your audience's. To stand out from competitors, it’s crucial to deeply understand your audience's needs and align your stories with your brand's objectives. This approach not only captures your audience’s attention but also fosters meaningful connections, making your PR efforts more impactful and profitable. Remember, storytelling is a powerful tool not just in fiction but in marketing and PR as well, essential for creating content that genuinely differentiates your brand.

Gosto muito do 'Mapeamento da Empatia' para alinhar nossa história de marca ao coração do nosso público. Isso envolveu mergulhar fundo nos seus desejos, preocupações e o mundo em que vivem, utilizando desde análises de dados até conversas autênticas. Esses insights enriqueceram nossa narrativa, tornando-a uma reflexão genuína de quem servimos. Ao integrar essa compreensão em nossa comunicação, não só ampliamos nosso alcance, mas criamos uma conexão emocional profunda. Isso nos diferenciou, mostrando que mais do que produtos, oferecemos entendimento e valor. O 'Mapeamento da Empatia' provou ser uma bússola poderosa

A compelling brand story indeed must consider the nuances of its target audience, however, recognizing that there're a lot of different stakeholders out there, and they often intersect, including users, potential partners, investors, or journalists. For instance, if operating within the B2B deep tech sector, communications aimed at potential customers might delve into the intricate details of your product. However, when engaging journalists, the focus should shift towards crafting a narrative that is both persuasive and comprehensible, encouraging them to share your story with a broader audience. This involves explaining the company's origins, the challenges it addresses, and the stories of the founders behind it.

Gosto da 'Estilização Autêntica', onde os traços que nos fazem únicos, foi nosso ponto de partida. Pensamos: como nossa marca falaria numa festa? Brincalhona ou séria, cada escolha de palavra, cor e imagem foi pensada para espelhar essa personalidade em todos os cantos onde temos voz. Para a nossa marca , mergulhamos em cores vivas, gírias amigáveis e um humor que faz você sentir como se estivesse conversando com um velho amigo. Já no nosso lado mais sério, optamos por uma abordagem sóbria, com fatos claros e uma paleta de cores que transmite confiança. Mantendo essa consistência, cada ponto se tornou uma extensão do nosso caráter. Garantimos que a voz fosse ouvida, memorável e verdadeira, em cada ponto de contato.

Totally agree with strategy/brand expert @Janice Mandel. Will simply add that while big company brand perception is expensive, individuals who run tiny businesses should not get discouraged. When I switched from mostly consulting in organization change to executive coaching, I used Reach 360 personal brand assessment (no, I do not get anything - I used their free version: reachcc.com) to find out how people saw me. Many thanks to the 35 clients, colleagues, and friends who helped me clarify my coaching practice🙏🏼.

As long as your brand story is authentic, well-tailored to resonate with your target user group, and lives up to its claims, it stands out. Being realistic with your story can go a long way.

Every brand has a story, but standing out means looking at yours from a unique angle and being willing to share it in a captivating way. It starts with really understanding your audience – knowing what resonates with them and then highlighting those aspects in your storytelling. Don’t shy away from mixing up the emotions; humor and sharing setbacks (wisely chosen and vetted for sensitivity) can make your brand more relatable. Engage by being engaging – flirt with ideas, provoke thought, and always be ready to interact. Being sincere and putting people first in your narratives, whether you're talking about your products or your company culture, makes a difference.

Recentemente, usamos a arte do storytelling para revitalizar a marca. A chave? Contar nossa história de um jeito que realmente prendesse a atenção do público. Definimos o cenário, apresentamos nossos 'heróis' (clientes e equipe), enfrentamos conflitos (desafios do mercado) e celebramos as vitórias (soluções inovadoras). Por exemplo, usamos a jornada de um cliente, da dificuldade inicial à resolução graças ao nosso produto, como uma história de destaque. Isso não apenas ilustrou nossa eficácia, mas também construiu uma conexão emocional forte. O feedback foi incrível: a história trouxe nossa marca à vida, tornando-a relevante e memorável. Esse método mostrou que, mais do que vender, estamos contando uma história que merece ser compartilhada

Do you know who truly tells the vision of a brand? It isn't the brand itself but the people behind it. It's not the product that encapsulates the essence of the brand; rather, it's the deep mission. This "how," is precisely what people are eager to read about and experience. Don't just sell your USP and your product; share your narrative. Ultimately, it's your authentic story that sets you apart from competitors in the market.

Gosto muito da metodologia "Camadas de Narrativa". Essa abordagem permite que a essência da nossa história permaneça intacta, enquanto ajustamos a apresentação de acordo com o canal e o público. Por exemplo, em um podcast, mergulhamos nos bastidores, compartilhando histórias pessoais da equipe; já em um vídeo, focamos na visualização do impacto do nosso trabalho. Utilizamos ferramentas analíticas para medir o engajamento e o feedback em cada canal, o que nos ajuda a refinar nossa mensagem continuamente. Essa estratégia assegura que, independentemente do meio, nossa história ressoe com autenticidade e relevância, criando uma conexão profunda com nossa audiência em todos os pontos de contato.

Spread your brand story far and wide, tailoring it to fit each platform and format to capture your audience and the media’s attention. Whether it’s through a press release, blog post, video, podcast, or social media update, adapt your narrative to match the channel’s vibe and audience’s expectations.

The full brand story should not be recounted in every press release or social media post. Those would be very long press releases indeed:) Instead, each communication act (SM post, news release, thought leadership op-ed etc.) should be a puzzle piece that, whether directly or indirectly, contributes to assembling the larger picture of the brand story, confirming and elaborating on it. For planning such a content strategy, the PESO Model would be suitable.

Tell your story. Make it visually attractive. Create those stories into narratives and communicate your brand story through public relations efforts. It establishes a unique identity and emotional connection with your audience.

Encourage your business leaders to showcase their character and share their personal side. Because people trust you when they see your skills and competence. They trust you more when they believe they are interacting with your authentic self.

Your brand story helps you stand out from competitors in public relations by creating an emotional connection with your audience, highlighting your unique values, and setting you apart as a distinctive and authentic voice in your industry.

- 30 second pitch : Ensure that your pitch explains who you are and what you do in a 30 second time frame. This means that your audience should understand what your services are and how will it benefit them. Once you achieve that, turn your efforts into delivering what has been promised in your pitch. - Your personality is your golden nugget : By adding an interesting anecdote about yourself (that can be least expected) will grab the attention of the audience over your competitors. - Human angles : Do your research from past stories published by various media outlets and create an emotional connect that deeply resonates with the audience.