Getting Started
Businesses with long histories may be overlooked or dismissed as outdated in a society that celebrates youth. However, having a long-standing presence in the marketplace is a powerful asset that should be celebrated and strategically leveraged. Companies with decades of experience can use their history to create compelling messages that resonate with today’s audiences.
Unfortunately, many top executives overlook the potential of their company’s history, taking it for granted or downplaying it to appear more modern. This is a missed opportunity. Stories of perseverance and success have the power to inspire across generations, especially in times of uncertainty, such as the recent recession. If your company has been in business for two decades or more, consider these key points:
1. Tell Your Story with Meaning
Simply stating that your company has been around for years indicates stability. However, it doesn’t explain why your organization has thrived while others have struggled. To connect with your audience, dig deeper into your company’s history. Identify the defining characteristics that contributed to your success and craft a narrative highlighting these elements. This will give your audience a clear understanding of your company’s core values.
2. Your Company’s History is More Than a Timeline
A company’s history is more than a list of events and milestones. It’s a journey filled with challenges, successes, and lessons learned. Rather than focusing solely on when events happened, consider why they occurred and the obstacles your company overcame. This approach reveals the values that have driven your organization and demonstrates the resilience that has shaped your success.
3. History is About the Future, Not Just the Past
Studying history helps us understand the present and navigate the future. Just as students study the American Revolution to understand the country’s foundational ideals, your company’s history can provide valuable context for future growth. The principles your company was built upon can be reinterpreted for today’s challenges, offering a roadmap for continued success.
4. Your History Can Engage and Inspire Others
Your company’s history is a tool for engagement. It connects with audiences, customers, employees, investors, and the public. Compellingly sharing your company’s story gives customers more reasons to choose your business over competitors. It sparks pride among employees and inspires them to embrace the company’s founding ideals. Furthermore, it draws attention from the public and enhances your company’s appeal to investors.
5. History, Told Well, is Intriguing
Forget the dry, factual history lessons from school. A company’s history is a narrative with purpose, and how it’s told makes all the difference. A well-crafted history can captivate your audience and make your company more relatable.
6. History Can Sell
Incorporating your company’s history into your marketing materials can create compelling advertising. Customers are more likely to connect with businesses with a story and a face, rather than faceless corporations. Your history provides that personal touch and identity that appeals to customers, making your brand more memorable and relatable.
Summary
What’s your company’s history? Sharing it can help you connect with your audience on a deeper level and build long-lasting relationships. Your company’s story is more than just a collection of past events; it’s a powerful tool for growth and success. By telling your history with meaning and purpose, you can inspire loyalty, increase engagement, and boost your business for the future.