A to Z of Business Storytelling: Journalism

A to Z of Business Storytelling: Journalism


When creating a marketing strategy, it’s tempting to focus solely on the facts about your business.


…“We care about our customers.”


…“We do this for our customers.”


…“We are good at doing these things for our customers.”


Did your eyes just gloss over? Same.


Your customers’ will do the same if you don’t let them see the real story behind your brand. You want to share something that you, and your customers, haven’t already read time and time again.


Sure, sharing key facts and figures is crucial to your organization’s success. But your brand is so much more than just the facts. It has a story that is front-page worthy.


To make it on the front page, your marketing strategy must focus on more than just advertising your specific goods and services. It needs true brand storytelling. And a brand with a relatable, authentic story has the opportunity to make a real connection through quality messaging. The more genuine connections made, the more customers will engage with, and inevitably trust in, your business.  


Think of it like this: if all Time magazine ever shared in their yearly Super Bowl cover story was, “Team A won, Team B lost,” no one would pick up a copy, let alone take the time to read. Technically, the story was told, but it lacks significant details. A successful cover story has an alluring headline and striking cover picture that draws us in. Then, it’s the content of the feature story that keeps us coming back for more, year after year. More than the result of the competition, it’s the story behind the game that inspires us.


Just like your brand story.


Picture your marketing strategy like a feature story in Time, rather than a mundane report on a ticker that lists out all that you offer on an endless loop. Your successes should be highlighted, of course, but the vision, culture, and community are the driver of your exposé.


In last week’s post, we talked about the importance of asking the tough questions to get down to the specifics on what makes your service better than your competitors’. To tell a great story, you have to do your research with reliable first-hand accounts. The most newsworthy stories come from a curious journalist who asked the right questions.


We believe your business is equally as newsworthy. That’s why we treat every new project like a feature story. All client work begins with an interview. We promise, no camera crew will be present. Instead, we take the time to truly get to know you and your business. We ask the stories you may be too hesitant to ask yourself. We dig deep to understand your background story and why you began. We inquire about the future of your business and challenge you to think big-picture. In the end, we’re left with dozens of pages of notes that inspire your brand’s marketing story.


We at Verano are storytellers first and foremost. In fact, the majority of our Verano team has a Bachelor’s Degree in Journalism. We bring that expertise to every project with our unique, naturally journalistic process. Schedule your interview with us today. We’ll report your real story.

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The Hard Questions: What Makes Your Business Better?