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Navigating the Fine Line between Story and Corporate Communication

Striking the balance between story and corporate messaging

Navigating the Fine Line between Story and Corporate Communication

When your environmental organization is trying to connect with audiences, convey messages, and build brand awareness, there is a fine line between creating engaging, authentic videos and overwhelming viewers with excessive corporate messaging. To truly captivate your audience, it is crucial to strike the right balance between a genuine story and the incorporation of your brand’s key messages. By understanding your audience, crafting compelling narratives, and measuring the impact, you can create videos that resonate with viewers while still conveying your brand’s message.

Can you still convey your conservation organization’s brand message effectively without overwhelming the viewer? Absolutely! Authentic storytelling allows you to do just that. Focus on integrating your brand values and mission subtly throughout the narrative rather than explicitly stating corporate messages at every opportunity.

Identifying Key Corporate Messages

To strike the right balance, identify the key messages you want to convey. These could include your brand values, unique selling points, or specific calls to action. By determining your core environmental messages, you can work them seamlessly into your video content without overwhelming the storytelling aspect.

The key to incorporating corporate messaging is to do it subtly and organically. Avoid being too overt or pushy, as this can alienate your audience. Instead, find creative ways to align your conservation brand’s values and messages with the narrative of your video. When done well, viewers won’t even realize they’re being marketed to – they’ll simply feel more connected to your brand.

The key to striking the perfect balance lies in weaving storytelling and corporate messaging together seamlessly. Think of it as a delicate dance where your brand’s story takes the lead, while corporate messaging gracefully follows.

Identifying Signs of Overwhelming Corporate Content

One sign to watch out for is when viewers feel like they’re watching a never-ending advertisement instead of an authentic story. If your audience starts questioning whether your video is primarily a marketing ploy, it’s time to reassess your approach. Remember, subtlety is key!

To truly connect with your audience, it’s essential to humanize your brand and infuse authenticity into your video content. People crave genuine stories and real experiences about nature, the environment, wildlife, conservation, and sustainability. Here’s how you can achieve that:

Showcasing Real People and Real Stories

Feature real people in your videos who can share their experiences and connect with your audience on a personal level. Whether it’s donors, participants, or champions of your causes, these authentic voices will bring credibility and relatability to your brand. Remember, real stories have the power to resonate. Too much corporate messaging can feel like someone is using a power drill to sink something into our heads. Ouch!

Highlighting Your Brand’s Values and Mission

By showcasing real people who share your same values, these people can be the communicators of your values and mission without sounding corporate. Allow your audience to see what your brand truly stands for by hearing it from the mouths of real people. Just be careful that every sentence out of the mouths of real people doesn’t include your organization’s name weaved into every response. When it’s done overboard it appears too choreographed. Pro tip: Watch any informercial featuring supposedly ‘real’ people talking about a product that seems too good to be true and you’ll get the point.

Remember, if your videos are not resonating with your audience, it may be necessary to reassess your storytelling approach and the balance between storytelling and corporate messaging. Analyze feedback and metrics to identify areas for improvement and make adjustments accordingly. An overly corporate approach too fast, too early, or too much in your videos could be one indicator in your video analytics that show people abandoning watching your videos early.

Experiment with different narrative techniques and content styles to find what resonates best with your target audience.

Gregg McLachlan
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