Every company has a core narrative. Even if you haven’t put it into words yet. It’s simmering just below the surface – in your culture, your history and everything you’ve built.
A strong core story tells the world what you stand for and what makes you more relevant, unique or valuable than the competition across the street (or internet).
What exactly is a core narrative?
Imagine having to explain your business to someone who has never heard of you before – in under a minute. Who are you? What can you do? Why should they choose you?
It’s about cutting through the clutter and finding what really matters – to you, your employees and your customers. It’s the story you tell internally to stay on track and externally to build relationships.
You already have a core narrative!
You don’t have to invent anything new. You just need to dig out the story and put it into words. It lives in your self-understanding, in the way your customers talk about you and in all the experiences you bring with you.
Examples of strong core narratives
DGI – The short and sharp
DGI gets to the heart of the matter with a core narrative that gets straight to the point: who they are, what they want and why it’s important. Short, concise and effective.
Nordisk Film – The slightly longer version
Here you get a more developed narrative that includes story, purpose and value for customers and employees. It’s storytelling with a broad brush – and it works.
Psst! We didn’t make them – we just think they’re good examples.
Why is it really important?
Because this is where you dare to choose on and off. And yes – it can feel a little anxiety-provoking! Because what if you scare someone away?
That’s actually the point. You don’t have to be something for everyone. It’s much better to attract the right customers and employees than to try to please everyone – and end up looking like everyone else.
A strong core narrative is like a magnet. It attracts those who fit – and repels those who don’t. Win-win.
4 reasons to get your core narrative right
1. You become razor sharp on your core competencies
When you put into words what you can and want, it suddenly becomes much easier to communicate – both internally and externally. It makes you clearer, more consistent and much more interesting.
2. You hit your core customers right in the heart
When you know who you’re talking to, the message becomes sharper. It makes it easier to choose platforms, tone of voice and communication strategy – which is the essence of good marketing.
3. You strengthen your employer branding
Want to attract the right people to your team? Then you need to be able to tell them who you are – and why it’s great to work for you. A strong core narrative is worth its weight in gold when it comes to finding people who not only can, but want to be part of the team.
4. You save a lot of time and hassle
A good core story lasts a long time. Once it’s in place, you won’t have to reinvent yourself over and over again. It gives direction to all your communication – from LinkedIn posts to sales presentations and website content.
How about showing the core story with a video?
At filmbudget, we specialize in making videos that tell a good story.
Fill in the contact form if you want a video that tells your company’s core story. We’ll get back to you with a budget as soon as we can.
