Finding your core narrative (your brand story) is the first step. You then develop a story to communicate it.
That story depends on many factors. Factors that range from what do people need to know to be convinced, what are the perceptions in your market, what people know about the problem and the solution you propose, etc. Over time, you will revisit the story you tell because the market changed, buyers have become more educated about the topic, or simply, message fatigue.
To show you what I mean, let’s look at one of my favourite brands: littlebits.
Founded in 2011, littlebits is a New York-based education startup that invented the electronic building block. They worked hard to get girls interested in technology. It seems to be working since, up to 40 percent of the kids using littleBits kits are girls, which is four times the industry average.
But, STEAM (science, technology, engineering, arts and mathematics) for girls is a subset of littlebits’ narrative. They grew and stayed true to their “Invent and Create” narrative but how they told that narrative evolved over time.
At first, their main message was about rapid prototyping without requiring electronics knowledge. They provided an easy solution for makers, artists, designers, entrepreneurs, parents, and children.
Then, their message emphasized “I am an inventor”. That story spoke to their audiences. They ran different versions of that message successfully for a few years. They grew their education segment during that time.
Now, as they aim to expand their customer base, they updated their main story to Making Changemakers. Their message focuses on promoting lifelong learning, on empowering kids everywhere — regardless of gender, race, nationality, and ability — to solve the epic challenges ahead. It’s about building a future where chief changemakers and problem-solvers are not limited to elite experts. This speaks to my view as a mom who cares about preparing kids for the future.
Making changemakers provides better storytelling opportunities than their earlier STEAM-oriented versions. But, back in 2011, even in 2015, the market was not ready to hear that message. They had to speak to the early adopters, which were the tech-savvy parents, educators and makerspace leaders. This is why you need to revisit how you tell your narrative and align it with your prospects, your customers, and your business.
+ image credits: littlebits on Facebook