Millennials are the emerging consumer powerhouse - $600 million in 2019. Their values come through loud and clear in how they shop and what they buy. One value you need to know about is their strong preference for authenticity. It impacts the way they see your business.
90% of millennials say that brand authenticity is important to them. They prefer the “real and organic” over the “perfect and packaged.” They are seeing your business or nonprofit brand through that unique lense - and it creates a bigger impact than you might think. Their reaction can range from mild-distaste all the way to “this is obviously not for me,” and immediate departure from the website or other collateral. We've interviewed millennials who took one look at a website and concluded they'd never return.
A three-part series: How to own your brand story, align your team, and multiply your impact
Anyone who works in a service-related industry knows the challenges of serving people, satisfying budgets and regulations, and doing all of that with a team of humans. Our experience often lines up with the title of the great book by Charles Swindoll about personal perseverance, Three Steps Forward and Two Steps Back. Sometimes it seems that just about the time we start to see our numbers climbing, we face a set-back due to customer service, a staffing issue, or even both. When you own your brand story it can help propel you to stronger growth, better staff retention and customer service.
In 2020, we’re convinced that taking three steps forward and no steps back, revolves around learning how to own your brand story, align your team, and multiplying your effort. We’re seeing these outcomes in the clients we work with and want to share them in this three-part article that will introduce the kinds of change that will create momentum that you can sustain.
Story Ecology is the analysis and development of intentional strategies to bring health and vitality to the complex network of stories that surround every organization. The interaction of these stories, their impact on both the organization and the individual groups. Story ecology combines elements of cultural anthropology, communications theory, systems thinking from ecology, narratology and communications best practices to enhance prosocial values and interpersonal health in companies and nonprofits.
It hardly seems fair. First, consumers use democratizing technology to change everything, and then the state of change puts employees in the driver's seat too. We're hiring at Story Collaborative, and like many other employers, want to find the right person. Here is a chance to catch your breath and look beyond our now Uberized world as it relates to hiring and keeping great team members. In this guest post, we are joined by Jonathan M. Mills, Founder of Corporate Culture Specialist with important insights into how your brand can adapt and thrive in an employee's market.
Brand stories help organizations grow more quickly and with greater sustainability. Complete the checkup to find out how yours might be working.
Why is there such an obsession with stories in marketing? The answer - organizations that are powered by a well-crafted brand story grow more than those with any other communication approach. Brand stories aren’t just a method; they connect to the core of how the human mind works. When we connect with people using a brand story, the message stays with them longer and moves them to take action more quickly.
The story part of the brand is important too because the impressions that people have and share about our companies aren’t just fleeting observations-- they are stories that get told over and over again, woven into the broader life narratives that people remember and take with them into all of their relationships.