Today’s focus is on the problems you solve, the value you create, and the impact you make—not just individually, but as an organization. Many organizations face branding and messaging issues, leaving customers confused about their identity. As product professionals, it’s crucial to position products in a way that resonates with both customers and the organization. We must effectively tell our product and brand story.
To guide us, we have Sarah Panus, a brand storytelling strategist and coach, host of the Marketing With Empathy podcast, and founder of Kindred Speak, which specializes in editorial brand storytelling services and coaching. Sarah’s experience includes contributions to Sleep Number Corporation and other companies, focusing on brand and marketing strategies.
Key Concepts for Product Managers
Understanding Brand Storytelling
Brand storytelling involves sharing engaging editorial stories with your audience rather than promotional content. These stories should attract and retain audience interest by educating, entertaining, and inspiring them. A brand story should revolve around the problem the product solves, featuring real people and their experiences, with the product being a secondary element. This approach drives higher ROI by keeping audiences engaged and connected.
Role of a Brand Storytelling Strategist
A brand storytelling strategist acts like a rental editor-in-chief, developing editorial strategies aligned with what both the brand and audience care about. Using the FED method—focus, empathy, and data—they create a culture of innovation within teams, ensuring everyone works towards common goals. Responsibilities include managing blogs, podcasts, editorial calendars, and content partnerships to ensure cohesive and effective storytelling.
Influencing Stakeholders Through Brand Storytelling
Brand storytelling provides insights into audience interests, helping product teams understand what resonates with customers. It’s essential for generating product awareness and aligning marketing and product goals. Storytelling is a long-term strategy, feeding the pipeline and reinforcing key messages across the organization. Collaborating with the editorial team amplifies the product team’s message, providing a consistent voice that reaches more people.
Maintaining a Consistent Voice
Success requires open communication between leaders, ideally facilitated by a dedicated liaison between product and marketing teams. This person should ensure regular communication and transparency, utilizing shared content calendars and collaborative efforts to maintain a unified voice.
The FED Framework
The FED framework stands for Focus, Empathy, and Data. It involves:
– Focus: Establishing three core storytelling pillars, including a unique element that sets your brand apart.
– Empathy: Using cognitive and data-driven empathy to understand and connect with your audience’s needs and experiences.
– Data: Leveraging data to inform content decisions, ensuring relevance and effectiveness.
Example of FED in Action
At Sleep Number, the Sleep 30 program was developed using these principles. It addressed customer concerns about sleep, providing a free wellness program that offered practical sleep tips, generating leads, and re-engaging existing customers.
Summary
By applying Sarah Panus’s insights on brand storytelling, product managers can better understand their audience’s needs, align cross-departmental goals, and create compelling narratives that strengthen their brand. This collaborative approach not only enhances product awareness and customer engagement but also ensures a consistent, unified brand voice.