The Elevator Pitch is Dead. Let’s Get Personal.
In last month’s blog about branding, we talked about how foundational a brand narrative is to achieving brand clarity and aligning your organization as a whole. Because your organization does have a story to tell — and that brand story includes a very important narrative. But how do the voices around the brand support that narrative through their own personal stories?
How Do Our Personal Stories Play Their Part in Connecting the World?
Emotions are a universal, human thread that connects us, regardless of our backgrounds or life experiences. Stories have a transformative power that allows us to see the world in a different way than we would if we just encountered it head-on. It gives us an opportunity to learn from someone else and can strengthen or challenge our opinions and values.
But is there a scientific reason why we gravitate towards stories?
Why the Brain Loves a Good Story
Did you know that when a story catches our attention and engages us, we’re more likely to absorb that message and its meaning than if we just heard the facts and figures? That’s because stories are a pattern that our brains are wired to latch on to. It activates regions that are involved with deciphering or imaging someone else’s perspective, which helps us to actively listen when a story is being told.
It gives us a connection to our own lives and because of the emotions and images attached to the story, it’s easier for us to keep those concepts around in our own minds. When it comes to supporting the larger brand narrative, how do you make sure you’re conveying your personal story properly?
Beware of the Elevator Pitch
Unfortunately, sometimes we get our stories confused with an elevator pitch. It’s easy to do: someone asks you what your organization does, and what you do within your organization, and it’s easy to get sidetracked with the logistical side of things. An elevator pitch will sound “sales-y”, while a story will feel more organic and natural, to both of you.
The difference between adding a personal story and giving a straight elevator pitch is much like viewing something in color or black-and-white.
For example, when we’re asked about what we do at HAVEN Creative®, an elevator pitch response would sound something like this:
“HAVEN Creative is a communications agency that works with towns, counties and manufacturers to help them build communities in and around their organizations.”
But if we were to back up, and tell our story, it’d sound more like this:
“Throughout my career, my most successful campaigns have always had a “why” and communicated their values with the audience. This is why I find HAVEN so powerful at communicating with towns, counties, and manufacturers. We start with the “why” and tell our clients’ stories using their values to drive change with their customers or residents.”
Do you see how the story-driven statement is so much more impactful? It connects with our audience and draws them in based on their own personal experiences. In today’s world, we need more stories. Learn how yours can support your brand narrative — and connect your organization’s mission and vision with a larger community in the process!
Not sure how to get started? Download HAVEN Creative’s free guide and workbook and start Developing Your Personal Story. You can also contact one of our HAVEN Mavens™ today to learn more about our workshops and pivot sessions.