Monigle’s CMO, Gabriel Cohen was recently asked to write for Branding Magazine. Entitled “Branding Edison”, this regular column will focus on the real world aspects of the brand owner’s playbook, areas such as; engagement, activation, governance, and measurement. In short, this column is a celebration of the practical aspects of branding.
You can read the first article; “Creating a Culture of Brand Storytelling” or check out the four most important takeaways below:
Creating a Culture of Brand Storytelling Takeaways
1. Brand storytelling does not switch off after the workday.
Every engagement and conversation you have with colleagues, peers, friends, and even acquaintances is an opportunity to give your brand a voice, not only to what you do, but why you do it. These candid moments not only present an opportunity to talk about what your company does in an organic and un-salesy environment, but also is a chance to articulate your brand promise outside of the often-siloed corporate environment.
2. The elevator pitch can be an effective storytelling device.
If your company is still handing out a laminated 8.5 x 11″ sheet with the eight bullets illustrating, Mission, Vision and Values then it’s time to re-evaluate. This isn’t elementary school, and employees should not be expected to score full marks on “X Company’s Brand Promise Dictation Quiz.” Instead, reimagine the elevator pitch—the concise representation of an individual, company, organization, etc.—in the context of a brand storytelling device. If done correctly, your brand’s elevator pitch is simple, repeatable, and if done well, can be for more memorable than a moribund rendition of your Mission, Vision, and Values.
3. Brands are brought to life outside of the boardroom.
Shift your thinking away from the C-suite. Brands don’t come to life in a PowerPoint in a boardroom, but instead through an engaged and passionate workforce. Think about asking your employees to create their own version of an elevator pitch through a light-hearted competition. An elevator pitch contest not only affords the chance to reward employees and encourage a bit of healthy competition, but essentially flips the conventional model upside down by creating a greater sense of ownership in employees.
4. Making it work in the real world requires bottom-up thinking.
By flipping the conventional model upside down, an elevator pitch contest invites employees to participate in the brand in an organic and natural manner. While most people can remember a 1-2 minute message with a bit of practice, the likelihood that it sticks is much higher if they’ve had some level of involvement in creating it. It’s also important to set benchmarks for what makes a great elevator pitch. The key is to strike a balance between making it challenging without it being onerous.
Read the full article at Branding Magazine to explore what your brand’s elevator pitch could sound like…