Strong Story, Strong Brand: Why Narrative and Messaging Matter (and Why It Takes Time to Get It Right)

Many businesses operate in a sea of sameness. Financial advisors, accountants, lawyers, and other professionals all offer similar services and must find creative ways to differentiate themselves from the competition. A strong narrative and messaging are the foundation of that differentiation. Your business might offer the best solution for your niche, but if your story is unclear or doesn’t resonate with your target audience, they won’t hear it and won’t hire you.

It's tempting to rush through story development, or skip the preparation and formal development of the story all together. You might feel like your story is intuitive or speed through development just to get the messaging out.

This is a mistake.

Narrative and messaging are worth investing in – and they’re not “one-and-done” assets. To tell your story effectively, you must trust the process and give your narrative and messaging the intention and iteration they deserve.

The Difference Between Narrative and Messaging

Narrative and messaging go hand in hand, but they’re not interchangeable. Narrative is the overarching story that defines who you are, what you stand for, and why you exist. Messaging is the way narrative is translated into specific language for different audiences and channels. Or to put it another way, narrative is your compass, messaging is your map, and you need both to get anywhere confidently.

Why Getting It Right Matters

Narrative and messaging are essential to business growth and development. Starting on the inside, these critical assets build internal alignment. Your team needs to believe it before your target prospects and clients can.

Externally, strong narrative and messaging drive external resonance. They drive clear, differentiated messaging that cuts through the noise and helps your business stand out. These assets can also power your media and marketing strategies, making campaigns more cohesive and compelling.

An added benefit of a strong narrative and messaging is that they can help attract talent, strategic partners, and customers who connect with your story.

Why It Takes Time (and That’s a Good Thing)

Real alignment requires clarity about your audience, your vision, and your tone. And that takes time to develop. Even the most talented communications professionals won’t nail your messaging on round one, although they will (or should) learn from your feedback. About which questions to ask, about what details matter to you, and about what story and tone will create the strongest connection with your audience. 

Additionally, messaging is iterative. It will evolve as your business grows. However, whether you’re developing your first narrative or your fifth, it is worth the effort to do the work up front and get the foundations right. You’ll avoid constant rewrites and misalignment later, and only need to review every year or so, making minor tweaks to ensure your narrative and messaging continue to tell your story accurately.

Brands like Apple have strong messaging and narratives. Even non-techies are familiar with the story of the Steves developing the first Apple computers and the company’s commitment to innovation and industry-leading design. TOMS use storytelling to share its commitment to social entrepreneurship and donating shoes to people in need. Great examples on the professional services side include TIAA and State Street’s Fearless Girl campaign. 

What to Expect From the Process

There are four steps to developing and launching your narrative and messaging: discovery, collaboration, validation, and activation.

Discovery

In this initial process, you and your communications experts dig into your vision, values, and differentiation. This could take the form of interviews, round tables, surveys, and a review of existing materials and assets. This research helps your communications team draft your narrative and messaging.

Collaboration

The next step is to review and refine the language and tone. Your communications team will take feedback and revisions, working to develop the strongest, most compelling version to take to the next stage.

Validation

You can test your messaging with an internal focus group, but remember to keep it small and selective. Too many cooks in the kitchen will ruin the soup.

Activation

Finally, when your narrative and messaging are ready, it’s time to roll them out across your communications and marketing platforms. Activation puts your narrative and messaging in front of your target audiences.

And remember, you have room to grow. Even after you launch your narrative, it’s best practice to review it periodically and refine it to keep it aligned with your business as it grows.

Final Takeaway: Trust the Process

Developing a strong narrative and messaging isn’t an instant process, but it’s worth the effort. A strong narrative delivers long-term value and will ultimately help your business win clients and grow. Investing the time upfront creates confidence, clarity, and real traction. After all, your message is more than just words; it’s your brand’s voice in the world, helping you connect with your target audience.

If you haven’t created a narrative for your business yet, or if what you have feels “off,” don’t panic. Let’s talk about how to shape a strong story.