Finding your colour
When I had the first draft of my website ready, I asked a trusted friend to critique the copy. As I knew she would, she gave me some considered feedback. But there was one thing she said in particular that gave me pause for thought.
“I love the theme ‘bringing colour to your communications,” she said, “but the phrase ‘colourful storytelling’ struck me as having slightly negative connotations. I consider it to mean a story that is embellished or shocking in some way.”
And <adopts best Carrie Bradshaw voice> that got me thinking, that what is colour or interest to some people can be seen as exaggeration, controversy or even ‘fake news’ to others.
So I thought it was important to spend a bit of time explaining exactly what I mean when I talk about bringing colour to your brand storytelling.
The colourful storytelling I’m talking about isn’t the hyperbole or ‘alternative facts’ we often see in our new ‘Trumpian’ era of political communications or celebrity profiling. It’s the colour that brings to life a complicated or dry brand story or product development so people immediately respond with a ‘tell me more’ or ‘ah… I get it now’.
It’s the stories that you instantly identify with – “I have that problem too”. It’s the stories you learn from and want to share with others. It can even be stories that frustrate you in some way, spurring you to action.
This colour is necessary for all brands looking to deliver impactful communications, whether it’s a b2b, corporate or consumer message.
Take Google’s recent Google Duplex launch. It was a given the tech media would cover its latest AI innovation but what transcended the news from just another tech story into something everyone was talking about was a clever real-world experience that vividly demonstrated how the technology could transform all our lives. You can see more here:
Over in the b2b world, Tait Communications, one of the leading manufacturers of critical communications, is just one of a number of similar businesses claiming its hardware is indestructible. But Tait have taken a fresh approach, bringing in colour to their communications with some engaging digital content which perfectly illustrates their key message in a fun way we can all understand. Tait smartly recognised what many brands fail to: that its target audience are first and foremost real people who want to be entertained. Check it out here:
Take a look and you’ll see the media and your social feeds are full of such stories. The reason? The stories without this colour rarely get covered or talked about!
But finding the colour behind your brand story can be a challenge when you work on it in detail, day-in-day out. I’ve often been in a room taking a briefing and had to interrupt the client to say ‘but that’s what you need to be talking about’. All too many brands try to tell their story through their latest product news. But in the real world, most people don’t care about product. Not the journalist who has heard the same pitch from five of your competitors, nor the consumer who will have just a second or two to decide if they’re interested in you or not.
Often, it takes a person coming in with a fresh pair of eyes to spot that seed of inspiration that can become a great story for your brand. If you need help finding the colour for your brand story, then please get in touch.