Good and bad events happen in business, that’s just the way it is. Now, how organizations manage both, well, that’s the differentiator.
Take for example the appalling event that occurred at Starbucks. Two Black men were at Starbucks waiting for a friend. A Starbucks employee, watching the two, deemed it necessary to call the police. In a case of clear racial discrimination, this employee unilaterally decided that the two Black patrons were trespassers — ignoring the fact that they were doing what people do in coffee shops, convening. Unfortunately, the event escalated with their arrests.
Once the news was out and reached Starbucks’ headquarters, swift action was undertaken. Instead of waiting to conduct a long drawn out investigation of the matter, Starbucks CEO, Kevin Johnson issued a strong statement saying:
“The fact that what happened in our store last Thursday and the outcome from that incident was reprehensible. That should have never happened, it was wrong, and my role as CEO is to learn, to understand it and fix it.”
He didn’t stop there. He followed up by closing down 8,000 of the stores across the United States to conduct racial bias training. In essence, Starbucks’ narrative was: This is not who we are, and we want to make sure our employees, our customers and the general public know it.
In what could have been a crisis that plagued the company for years, it turned out to be a powerful example of how organizations need to respond when racist acts occur within their doors. They took control of their narrative.
It is critical for organizations to get in front of the good and, most especially, the bad. Your organization does this by controlling your narrative.
A narrative is a story or an account of events, experiences, or a series of related occurrences that are presented in a particular sequence to create meaning or convey a message. In the context of your organization, a narrative can be thought of as the way in which your organization tells its story to its audience, including customers, employees, investors, and other stakeholders.
Your organization needs to control its narrative for many reasons:
Reputation management: A company's narrative has a significant impact on its reputation. A negative narrative can damage a company's image, lead to loss of trust, and negatively impact sales and revenue. By controlling its narrative, a company can ensure that its reputation is accurately and positively represented to the public.
Brand identity: A company's narrative is critical in establishing its brand identity. By controlling its narrative, a company can ensure that its unique values, mission, and message are consistently communicated to its target audience.
Perception of the company: Controlling the narrative allows a company to shape the public's perception of the company. This is important because the public's perception can impact how the company is viewed, how it is received, and whether or not it is supported.
Crisis management: In the event of a crisis, a company's narrative can be used to control the message and minimize the impact of the crisis. By being proactive in managing its narrative, a company can effectively address the situation, provide transparency, and regain the trust of the public.
Competitive advantage: A well-crafted and controlled narrative can help a company differentiate itself from its competitors, establish a unique identity, and gain a competitive advantage in the marketplace.
Overall, by controlling your narrative, your organization can effectively communicate its values, mission, and message to its target audience, establish its brand identity, manage its reputation, and gain a competitive advantage in the marketplace.
When developing your organization’s narrative, it will often involve your history, values, goals, and vision for the future. A compelling narrative can help you to establish your brand identity, connect with audiences, and motivate employees to work towards a common purpose.
Here are five things to consider when you map out your organization’s narrative:
Communicating a clear message: A well-developed narrative allows an organization to communicate a clear message about who they are, what they stand for, and what they hope to achieve. This message can help an organization to connect with its audience and build a strong reputation.
Building brand identity: A narrative helps an organization to establish its brand identity by defining its unique characteristics and differentiating it from its competitors. This can help the organization to build a strong and recognizable brand that resonates with its target audience.
Providing a framework for decision-making: A narrative can provide an organization with a framework for decision-making by outlining its values, goals, and objectives. This can help the organization to make consistent and well-informed decisions that align with its overall mission and vision.
Motivating employees: A compelling narrative can inspire and motivate employees by giving them a sense of purpose and direction. When employees understand how their work fits into the bigger picture and what the organization is trying to achieve, they are more likely to be engaged and committed to their work.
Generating support: A well-crafted narrative can help an organization to generate support from stakeholders, including customers, investors, and partners. When stakeholders understand the organization's mission and values, they are more likely to feel a sense of connection and loyalty to the organization, which can lead to increased support and engagement.
Now that you have a bit more information on the what and how, get out there and take control of your narrative! Of course if you need help, we are an email away…info@soteryx.com.