3 Ways to Pivot Your Brand: The Art of Storytelling in a COVID World
Photo by Suzy Hazelwood
About a week ago, I received a call from the very first agency I worked for fresh out of undergrad at Ohio State. It was my privilege that they invited me to join a panel of “badass storytellers” in the industry as Chris Jones, organizer and COO of the black-owned creative marketing agency, Warhol & WALL ST, put it. Marketing minds coast to coast, engaged in a discussion on the art of brand storytelling in a COVID World.
With a diverse group of experts across agency, brand, music, literary, technology, futurism, community, and PR, the group touched many hot topics from the market environment, trends, digital presence, human connection, and the future of storytelling as we see it.
Chris eloquently stated, “Our work impacts the lives, purchase decisions, entertainment, and in many cases the communities that we market to and how we move forward. The way we innovate can skyrocket us to our next plateau of brand, and marketing and storytelling, or bury us in the unknown, uncertainty, and fear of what’s next for our industries.”
Why Storytelling?
No doubt that COVID-19 has been a dark cloud over 2020, but there is a silver lining. The responses we’ve seen from big corporations, your favorite brands, and individual creatives are one we need to reflect. Many organizations are taking a thought leadership approach to how they are telling their COVID-19 story. They are using their expertise and core competencies to support the community. You’re hearing stories and campaigns centered on how companies doing their part to make to take care of customers, because without them, where would they be?
Tech companies like Facebook and Google that make their money from small business advertising are rallying behind community organizations and providing millions in relief grants. Brands across industries like fitness, education, and sports are giving free services to customers under stay-at-home orders. Popular favorites like Peloton and Call of Duty are offering free downloads of their products.
Even individuals and entrepreneurs are stepping up. One of my favorites, British & Iraqi data journalist, Mona Chalabi, found a phenomenal way to use data visualizations to tell her stories! Known for using this approach, highlighting feminism and racial disparities, she has done the same through a COVID-19 lens.
Source: Instagram Mona Chalabi
With all this in mind, how do you want your brand to be remembered during this time? What message do you want to share with your community? And don’t be too hard on yourself or your team if you don’t have the answer immediately. One thing the panel of marketers agreed on is that COVID-19 gave many of us the gift of time. Time to be still, to reflect, and to plan.
In fact, I suggest you lead a strategy session to get a pulse on how your team feels about the business, to find unique ways to connect with customers and to open the conversation about what your organization will look like in a post-COVID marketplace. Solopreneur? Still have a session, whether alone or with a few other like-minded individuals to create a conversation and gain insights. Secondly, if you are unsure where to start, watch the replay of the “The Art of Storytelling in a COVID World” hosted by Warhol & WALL ST. Until then, I’ll leave you with 3 points to consider when crafting your brand story.
3 Ways to Pivot Your Brand
1: Authenticity is storytelling 101. No one can tell your story quite like you. Authentic storytelling important because humans experience unlevel playing fields in many areas of their lives. And to rise above those, your presence allows you to attract people, create opportunities, and open doors.
2: Thought leadership will inspire how you grow and pivot. If it’s not a part of your content strategy, it’s time to start thinking about it. I know it’s easy to get caught up in the business of now, but if the coronavirus taught us anything, we know that the market can be disrupted before our eyes! Thought leadership taps into the creative, passionate, and experienced minds in the business to answer the biggest questions of your target audience. It allows you to move into new spaces with authority. Staying abreast of shifting trends, customer journeys, and emerging tech is the recipe for disruptive innovation.
3: Data is really king. Don’t get me wrong; great content is worth its weight and gold if it’s getting views. Dope content doesn’t really do much if it’s not getting the clicks to convert into a call to action. Sure, likes, and shares from friends and family help, but can your target audience find you? Chances are if you are a small business, you haven’t thought much about search engine optimization. In January 2020, Google processed 11.91 billion search queries in the US, according to Statista. The digital marketplace is already a crowded environment and growing exponentially. Make your brand stand out.
