Why all agencies should be trying to change the world: the low down
By focussing on the reason for your brand’s existence and the changes you bring to people’s lives, you’ll be in a position to tell a story which inspires both your audience and your staff.
Mark Ellis, creative director, Manifesto Digital
Have you ever thought about the impact that your work has on the world? What about the changes that are possible because your organisation exists in the first place? Are there differences that you make to people’s lives that are not necessarily obvious?
Let’s start by imagining the world without your organisation in it. Would life just carry on as before, or would there be people struggling to fill the loss? If the answer leans more towards the first statement, it’s time to start really thinking about the change you’re making to people’s lives. By understanding this, you’re in a position to build a brand narrative which will inspire people, both internally and externally.
Let us then take that change and turn it into a strategy. Imagine how, by reminding people of the change you’re making to their lives on a regular basis, how much more valuable your organisation will become. By creating a content strategy, with the change you make a key part of your core story, you’ll be reminding and reinforcing the important life benefits on a regular basis.
Beyond your audience, let’s consider internal perception too. Think about how much more inspired every member of staff would be if they had a clear picture of how their work made a difference to others. It could be the catalyst for culture changes within the organisation too, with enhanced levels of empathy, responsibility and willingness to spread the word and become brand ambassadors.
For the charity sector, having a clear narrative on the change they make is essential, for many reasons. Supporters need to be inspired by how an organisation delivers positive change in the world. To know that, by supporting, they are playing an important part in bringing about that change. To understand that they are part of the story.
But quite often, it’s B2B brands who are less focussed on their brand positioning who lose sight of their change message. They are focussed on doing, making, supplying, rather than looking at the big picture. By concentrating on how their product or service is being used, or enabling other businesses to achieve, these B2B organisations can start to build a picture of their true impact on the world.
Last year, our work with a nationwide online accountancy organisation led to some interesting insights. In our brand workshop, staff spoke about how the efficiency and proactivity in their service became an enabler for real lifestyle changes in their client base – better work/life balance and more time to focus on the important things. Their business was literally changing how people lived and worked.
This became the cornerstone of their brand story and it positioned the brand as a valuable part of people’s lives. This change narrative should be playing out loud and clear on our well known high street brand too. The brand narrative for BHS has not been an inspiring story of changing lives in recent years.
However, even the name ‘British Home Stores’ has real resonance and could be telling a very powerful story. It could have celebrated a passion for homegrown
products, drawing on British design, craft and manufacturing in the same way that Ikea has become synonymous with Swedish design and lifestyle aesthetics.
British Home Stores could and should be helping to change and shape perception of British goods and manufacturing, both at home and abroad. Then it would be valuable. Then people would care.
Focus on the change you make. It’s the start of a powerful story.
Mark Ellis is the creative director at Manifesto Digital.