William the Conqueror gave a masterclass in controlling the narrative, but 950 years later, business owners are falling into the trap of letting others tell their brand story. Senior Copywriter Rachel Escott discusses how to weave a narrative that sticks.
The year 1066 appeared on newspapers once more this month, as the British Museum announced a ground-breaking deal to display the famous Bayeux Tapestry, on loan from France.
Although it’s not arriving until next autumn, the news has garnered much interest. The 70-metre-long embroidery, which tells the account of the Norman conquest of England, continues to capture the imagination of all ages and is still a cause for debate today. (Did Harold really die from an arrow to the eye?)
Setting aside the fact that this iconic piece of history has become a bit of a political football recently, it’s an interesting case study on brilliant PR and brand storytelling.
Spinning a good yarn
The Bayeux Tapestry is, at best, selective storytelling. It’s far from neutral – lauding the heroism of the Normans as they took control of England. History being written by the victors is nothing new, but looking at it from a marketing angle – how important is controlling the narrative for brands?
Hemmed in?
The answer is: very!
Whether you’re a global brand or fledgling start-up, make no mistake – your story is being told. With or without you.
If you don’t truly own that narrative, it might mean:
- Someone else will: Competitors, media or even customers will form their own version of your story, shaping public perception.
- Reduced differentiation: A generic or absent story makes it hard for the brand to stand out in a crowded market, meaning opportunities may pass you by.
- Loss of trust and credibility: Inconsistent messaging, outdated articles or unclear information can confuse audiences. Negative reviews may rise to the top of search results, while potential investors might not be convinced.
- Vulnerability in crisis: When brands don’t control their narrative, they’re more exposed during controversies or crises, lacking a strong foundation to respond authentically.
What is brand narrative, anyway?
Brand narrative isn’t just an ‘About us’ page – although making sure this hits the right note is a good place to start.
Brand narrative combines your purpose, your values and your history – it’s your identity. But much more than this, it’s the broader, strategic narrative that guides your personality, tone of voice and storytelling.
It means entrenching that narrative across all aspects of your company. Every word, every customer interaction and every touchpoint shows your audience who you are and why you do what you do. It helps build an authentic human connection with your audience, as well as showing off your USPs – why you’re (pardon the pun!) cut from a different cloth to your competitors.
Don’t underestimate the power of product. The Bayeux Tapestry proves William the Conqueror had a solid PR team, but remember: he had to win the Battle of Hastings in the first place, before getting people hooked on the narrative!
It’s also about your employees, investors and other stakeholders – helping them tell your story the way you want it to be told. Because, unlike William, you (or your entourage) are not always the one holding the needle.
Penning a strong story
Not sure where to start? Search your name or company online and on social media. What comes up first? What are people saying? Are they telling the right story?
Need help owning your brand narrative? At Denfield, our brand experts will undertake a full review of your assets, touchpoints and storytelling devices, as well as research on your customers and competitors.
We’ll give you the tools you need to move forward – because when your brand knows exactly who they are, everyone else will too.
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