Your company’s corporate story is the narrative that presents what makes your product or service unique. It relays why your company’s offerings should matter to others while illustrating a strategic vision for the future in an intentional, succinct manner. Effective corporate storytelling is what helps companies in competitive markets rise above the noise to gain the audience’s attention, including prospective customers and investors.
It is important to note that some elements of your company’s corporate story should be dynamic to reflect its growth and progress. While your origin story won’t change, your product or service capabilities for solving a specific problem will, and that evolution needs to be reflected in your corporate story appropriately.
So, what are the essential elements of a corporate story for B2B and B2G technology companies?
In the technology and cybersecurity industries, the founders’ career history is incredibly important for boosting the company’s overall credibility. A strong history of work in the space your company is now trying to enter (or dominate) will earn you the ear of reporters, analysts and investors. On the flip side, if key members of your leadership team are new to the space, their unique experiences can be spun to emphasize their fresh, outside perspective on the problem the company is solving.
The Real-World Problem Being Solved
Whether your company fills a market gap or solves a problem differently than existing solutions, you need to be able to articulate what you do. Specifically, how do you do it better, faster or differently? Clearly identifying the problem you are solving, coupled with why it is game-changing, is a critical messaging point for an effective corporate story.
Hubspot nails this. Check out how it sets itself apart from Salesforce’s seemingly similar cloud-based CRM:
“HubSpot was built in-house on one code base, which means you get a unified experience that’s easier for your team to adopt and use. Salesforce was built together through acquisitions which means the experience and connections can be different depending on the products you’re using. Because of that, Salesforce may present a steeper learning curve and require more admin resources or more budget to get systems working together.” – Salesforce vs Hubspot
The first sentence describes Hubspot’s technology and articulates why its differentiator matters to end users (aka customers). This critical component of its corporate story is then leveraged across other content to articulate and emphasize how the Hubspot solution is superior to Salesforce.
Vision & Strategy
Demonstrating a clear roadmap for future enhancements and progress within a corporate story helps excite your investors, motivate your team and elicit insightful feedback from analysts. Yes, your origin story is what helped get you to this point, and articulating your key differentiators is how you win in a head-to-head match-up. But what about five years from now? How are you illustrating that you plan to be a market leader now and a market driver in the future? How do you plan to take your company from $2M in 2020 to $100M in 2025? Answering these questions with pragmatic enthusiasm has the potential to add the most value to your corporate story while rounding out a full, complete narrative for investors and key stakeholders.
Need help building your own corporate story? Unsure where to begin? Let the storytelling experts at LaunchTech help!