Getting your story straight
Rachel Savage, founder of Brand New Story, talks about how to help companies find their purpose.
It’s really important for retailers of all sizes to have and evolve their story so they can appeal to, not only the existing, but also the next generation of shoppers. When you look at what’s happened with retailers over the last few years – people like House of Fraser, Toys R Us, Jamie’s Italian, Coast and M&S – to me the reason they’re all failing is because they are soulless. They have no real purpose, some have little personality and most of all none of them have a compelling enough story that aligns with their overall purpose. A company’s story should be the heart and soul of its organisation. In terms of what it does, who it does it for and most importantly… why.
Now the millennial generation is coming of age and they’re more cynical and ethical than previous generations, thank goodness. Social media has transformed the retail landscape these last few years. Creating an intimate narrative with your customers should be any retailer’s number one priority. The old-style approach of saying one thing and doing another will see you dead in the water with consumers with online access to the truth 24/7. You only have to look at how much VW has fallen from grace since the shocking diesel emissions scandal. Companies need to ‘live’ the values they share with their customers.
There’s always been so much emphasis on how companies treat their customers. The good old customer experience. But you need to treat your people well too – whether or not they work directly for you, or your suppliers. Look at the Brazilian trainer company, Veja. They manufacture and sell 100% eco and (some) vegan trainers. Every single trainer is produced in line with their ethical production line. It’s no wonder their story was given a massive boost recently when Megan donned a pair for a media opportunity recently.
Brands need to really connect with their customers and make that connection last. It’s all about purpose. Last year, I was in a famous high street opticians for a 15-minute consultation. When I asked my optician why he did his job he said ‘My sister has night blindness. It’s OK in the summer but in the winter it’s not so good and she needs a guide. In certain rooms of our house she can’t see at all. I trained as an optician to research night blindness. But I’ve discovered I love working with people along the way so the research has gone on hold for a bit. Wow. I felt instantly connected with him. Imagine how many other people in that company has a story like his? How employees share your purpose is a huge asset so many organisations miss out on – instead they make it all about the CEO or a celebrity.
There’s a massive shift at the moment with companies finally evolving their organisation with a new purpose – your purpose is simply the story you are seeking to change. Take Gillette, their new advertising campaign ‘The Best A Man Can Be’ is bold and has totally changed the way people now view Gillette. When it came out it divided as many people as Brexit. But for me, the proof will be in how they live and breathe this new purpose and story.
It’s the same with the Iceland Orangutan ad – originally made by Greenpeace – that’s helping to spread the word about destruction of the rain forest for palm oil. Again it was brave and bold. Iceland has always had an ethical stance. It’s just not talked about it. Instead it’s focused on price. But modern retailers need to think social value as well as monetary value now. Knowing your purpose is crucial.
When I started my career at the Big Issue South West, the comedian Mark Thomas, came and did a benefit gig for us. I remember when I interviewed him and he told me ‘if you want to transform society and its systems you have to do so from within’. Those words stayed with me – and for me, Brand New Story is all about giving the feminine a voice in business.
People are tired of corporations destroying the earth in the name of profit – and now the twin challenges of peak oil and climate change are kicking in we are going to need some of the largest organisations to transform. Our entire way of life is on the move and the way it turns out will all be decided in the stories we create about it.
So how can your business begin to start thinking about its story? Smaller retailers looking to create their story need to nail what their purpose is first. By asking themselves ‘what is the story we are seeking to change?’ I have a blog on my website that talks you through it. I know it may sound cheesy but making a difference in the world is where it’s at now.
It’s also the simple things like speaking with your customers in every-day language. It’s time to drop the BS (business speak) and just be human.
My first ever storytelling client was a boxed wine company. When I met their co-founder, Rob Malin they didn’t even have a name. Now they’re called When in Rome and their story is all about creating a box wine revolution. ‘Drinking as the Italians Do’ with no more single-use wine bottles. It’s about doing things differently and supporting wine producers in Italy. Within 18 months of creating When in Rome’s story they were being stocked in Waitrose and Harvey Nichols – in fact, they were the first ever box of wine to be sold in Harvey Nics in over 136 years of trading. Creating their Brand New Story allowed them to reinvent box wine as we know it.
Another rising star locally is Paul Holbrook, founder of Diary Detox. Creating his Brand New Story was a very powerful process. It works just as well for a service company as it does a retail one. Paul used to work in the City and commute into work on the train each day. One day he saw that everyone around him looked so tired and miserable. Then he realised he was the same. So he quit his job and is now working to give people a day back in their diary each week and change the story of toxic leadership. Watch this space because Diary Detox is going to change lives…it’s already changed mine.
Photo: Ruth Davey
This year has been all change for me. Now I work with forward-thinking CEOs and business leaders who are looking for help with aligning and motivating everyone in their organisation. Creating their Brand New Story helps them to evolve into a new breed of company.
Want to know what a Brand New Story looks like? Well, it’s a physical document that looks and reads just like a film script – which acts as the guide and inspiration for everyone in an organisation who is responsible for bringing it to life, which is of course every single person.
Creating your Brand New Story will help you to:
- Define your common purpose: that unites, inspire and motivate everyone in your organisation
- Create a more human brand identity that enjoys an emotional connection with people
- Establish who you are, what you offer, to whom and why
- Drop the BS (business speak)
- Place your target audience(s) – both internal and external communications – at the heart of your story and its communications
- Embody a clear and consistent tone of voice for all your marketing and communications
- Produce key messages that will make your internal and external customers feel as though they were written just for them
- Be different.