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You Can Build a Narrative for Your Company

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For businesses big and small, it’s not enough to say, “This is what we make” or “This is what we do.” It’s generic and outdated. People are looking for authenticity and value—a brand they can trust. And the best way to show them is through a corporate narrative.

Building a narrative comes from a shift in thinking away from the what the competition is doing, what the customer focus groups are saying, and what the industry landscape looks like. A narrative is a strategic positioning of the company, using its history, its employees, the location and its future. Combined, these explain why the company exists and why it’s unique.

Strategic Positioning

Without getting political, the current controversy surrounding Nike is more than a PR stunt. Sure, Nike’s online sales jumped 31% after the Kaepernick ads appeared, but they have also returned to pre-campaign levels after the buzz had faded. These ads are a continuation of their narrative, “Just do it.”

Nike’s narrative started in 1988 and it goes beyond, “We make great shoes.” It focuses on athletes and their need to believe in themselves: “We’ll make the best sporting equipment and all you have to do is believe in yourself.” By using Kaepernick, they pay homage to other high caliber athletes who made their own protests, the most famous of which was Muhamad Ali, and were punished for it. It’s about inspiration, not about product.

Okay, enough about the controversy, let’s look deeper into building a corporate narrative.

Value over Features and Benefits

The features and benefits of a product or service are no longer enticing to potential customers or clients. They’re all the same. It’s the value that’s the differentiator. Value motivates consumers to look deeper and see who the company truly is.

A company’s value begins with its mission and vision:

  • Who they are.
  • What they believe in.
  • What they believe is possible.

This is about having a purpose and sharing that purpose with others, or having others share it with them.

IBM’s “Smarter Planet”campaign began in 2008 and is a great example of a modern corporate narrative. It came from IBM’s mission and core set of values. It shares their sense of purpose and how that purpose can be achieved. It’s also inclusive – very inclusive – and describes a sense of shared responsibility.

Corporate Narrative for a Small Company

Small companies don’t work on the world stage or have enormous marketing budgets, but they can build their own narrative. Even start-ups and relatively young companies can do this. All they need to do is take a look at their mission and what they believe in. What’s their purpose? Their purpose is what they can share with customers.

Slogans and logos help visually expand the chosen narrative, like giving it wings. Content marketing strategies help reinforce the message. To customers experiencing these , the value of the company becomes remarkable, something exciting to talk about. The brand is no longer generic—it’s authentic. Best of all, the story continues to grow with each connection made.

Truth in Advertising: Wonder Woman’s Lasso of Truth

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Few things can heighten the suspense of a cop drama like a good ol’ fashioned lie detector scene. The machine has its tentacles on the perpetrator. A large needle jumps for every spike in their heart rate, confirming what was suspected all along.

William Marston, the co-inventor of the lie detector, went by the pen name Charles Moulton, and was the author of Wonder Woman. A bio-drama about Marston’s life, Professor Marston and the Wonder Women, was released in 2017 and shows us how he invented the polygraph and why our favorite super hero uses a lasso of truth.

To Uphold the Law

She didn’t need a gun or a laser beam stare. An unassuming lasso was her weapon and one of the things we remember most about Wonder Woman. With her lariat, she could subdue anyone and force them to tell the truth. She even used it on the good guys, as we saw in the recent Gal Gadot film, because she needed the truth to understand more about what was going on in the world.

Seeking the truth is important for a crime fighter, like Wonder Woman, and it’s also important for marketing. We never want to mislead anyone, because that could have a negative effect on clients and customers. Plus, as an advertising agency, Pinstripe is held to the same laws and standards that dictate how companies are able to advertise their products and services.

Under the Florida Deceptive Trade Practices Laws, it’s illegal to make false claims. Things like bait-and-switch and spreading disinformation are also outlined in this law. Any company caught doing this can face extensive fines for each infraction. It’s best to tell the truth and follow the guidelines within your professional community. This is particularly true for the legal, financial and health care industries.

Just the Facts

Media outlets rely on truth and accuracy in their reporting. As you are probably well aware, they have been tested recently, so they’re getting better at snuffing out potential blowback from their audiences.

Because press releases are branding and credibility tools, it’s important for them to have verifiable facts. Any mistakes made could have the opposite effect. Reporters have an uncanny ability to find a different story than what had been intended, especially when the facts are misrepresented.

Nothing But the Truth

With blogs and social media, the delivery of content has been democratized. The messages we deliver to our audiences are a reflection of our brands and illustrate our knowledge, experience, and thought leadership. So obviously, it is critical that our missives are not only truthful, but unique. There are terabytes of content littered throughout the web, making it increasingly simple to cut and paste bits and pieces to make the job of blogging easier. However, plagiarism makes for a terrible brand image. Original work is truthful work. Think of these messages as having a lasso of truth, making your truth easier for others to see.

This article is part of a series on how Wonder Woman’s inspires our marketing philosophy. Throughout the year, we will be featuring more on this topic, so let us know how you feel about it in our comments section below.

Retail Branding: Treasure Island Cigar Lounge

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The vast majority of Pinstripe’s clients are professional services firms – law, healthcare, architecture, technology, consulting, etc. Over the years, we’ve become pretty good at developing brands and crafting messages that work in those industries, but every once in a while we get a project that falls outside the norm which gives everyone a little shot of adrenaline and inspiration. The latest example is the rebranding of Ginger’s husband’s “retirement hobby” – a cigar bar on the beach.

When he purchased the bar, it had nine years under another name that we thought had a more retail connotation instead of a lounge to enjoy a fine cigar and cold glass of local craft beer. For a fresh start, and to highlight the lounge and to make it more ‘on the nose’ about the location (particularly for tourists checking Google), it became the Treasure Island Cigar Lounge.

Treasure Island Cigar Lounge

The logo was the fun part. Taking inspiration from local pirates, tattoos, a slight reference to his epic goatee, and Ginger’s fondness for octopuses, we developed a final, iconic brand for the lounge.

We don’t have many opportunities to work on consumer-facing, retail brands, so we enjoyed the creativity that comes with a fun project like this. So far, the logo appears on the web site, social media, menus, signage, stickers, coasters and t-shirts, but we’ll soon be producing ads, event materials and more. We’d love to see it as a mural!

Let us know if we can help you with a fun branding project!

Corporate Photography Style – Sorting Through the Many Options

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Choosing a style for your company’s headshots is more than just planning a photo shoot. These photos should represent your brand as much as your logo, your website, and your marketing collateral do. The style of the photos should be consistent with the style and personality of your website and the rest of your design pieces. If you’re not sure what type of photography you need for your brand, consult with your marketing agency.

Indoor / Studio

This type of photography is polished, clean, and uber professional. Many law firms, construction companies and engineering firms will choose this style of photography. It works especially well with the simple yet classic website design of these type of firms.

Outside

Outdoor, on location shoots bring an element of nature or urban environment into your portraiture. These are often shot with natural light so they have a more natural, free feel. Restaurants, real estate agencies, and young startups may choose this style of photography to go with their company culture and branding. The options with outdoor shoots are endless – if you live in a city like St. Petersburg or Tampa, you have a variety of public parks and green spaces to choose from, in addition to the many beautiful murals, skyscrapers, and waterfront views! There are many options – consult with your agency to determine what will look best on your site and other marketing materials.

environmental portraits

Black & White

Black & white portraits are not as commonplace as studio portraiture or outdoor headshots, but we’ve seen some really cool websites that showcase a black & white portrait as the main headshot, and when you scroll over the photo, a funky, fun color portrait appears. This is a great way to show off the creative personality of your company and the individuals that make up your team.

Fun

Like the example above, “fun” photos can be anything from teams collaborating, portraits of each team member working on their hobby, or even colorful studio photos of each team member with a different facial expression. These would obviously not be appropriate for a law firm or doctor’s office, but many creative companies use this style of photography to showcase their creativity and unique personality.

fun photo shoot

Environmental

Environmental portraiture is similar to editorial photography. The person in the photo is a small part of a larger image that tells a story. Environmental portraiture could showcase a construction project manager on a job site – the construction manager is the focal point of the photo, but the job site and activities on the site would be in clear view rather than fading into the background. Another type of environmental photo could showcase a painter sitting in her studio surrounded by finished and current paintings, brushes, paints and her palette. The viewer’s eye moves around this photo and is delighted by all the details and this “backstage” view of the painter or construction project manager at work. Environmental portraits are beautiful and dynamic, and should create a sense of atmosphere and place. These are photos that really showcase the personality of the person and the story of their activity.

environmental portraits

When it comes to photography for your brand and marketing collateral, there are a lot of decisions to make. If you need help planning your brand’s photo shoot, send us an email and we can help you plan and execute the perfect shoot.

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