What is your story? You have one. Do you know what you are telling the world or are you just winging it? We are inundated with narratives all day long, thanks to our bombardment of messages via digital media and marketing. Everywhere we turn, we see or hear a narrative from a person we are talking to, the news, or social media. We read stories from people we know and from people we don’t—and many are carefully crafted to influence a decision to buy, consume, or agree with a statement. We are often completely unaware of other stories generated throughout the day, many of which are our own.

Your Narrative

As an individual, we have multiple narratives that depend on the role we are playing at the time. In any given moment we could be a parent, a pet owner, a friend, a child, or a colleague at work. Each role has its own story, driven by how we are known by others in that circle of engagement. We might present as two completely different forward-facing people in different situations, but be the same person. The same goes for a business. One moment a practice can be the provider of a service, and the next they could be the consumer. How the community sees or explains a business to friends and family might be different than the message posted on social media. Who is crafting and controlling the narrative of the company today? 

Finding Your Business Narrative

What is a Narrative?: A narrative is a story that is told consistently about a person, product, or thing. We are seeing narratives all the time.  A narrative helps to influence and empower people to have a specific concept of what a product, person, or thing is and does. 

Most small businesses just try to get through the day and thinking about today’s messaging doesn’t even cross the mental radar to-do list. Here are some things to muse about narratives and to empower you to work on your and your business’s marketing story:

• Did You Know—Engagement Rings: Did you know that some narratives have been running so long that we take them as fact? For example, engagement rings used to be all different types of stones in a variety of different colors. DeBeers® created the concept that engagement rings are diamonds by crafting a marketing narrative. The Diamonds are Forever story can be found here. 
• Did You Know—Milk: Some of the dairy industry’s biggest ad campaigns, including “Got Milk” and “Healthy Weight with Dairy” were funded by the National Dairy Council, to which dairy farmers must contribute a percentage of their milk sales. These ad campaigns have done their job—today most people wholeheartedly believe that milk is essential for strong bones and healthy weight.
• Did You Know—An Apple a Day: Before prohibition, apples were used to make hard cider (because too much water made people sick). Even kids drank it. Once prohibition began, they started the “Eat an Apple a Day to Keep the Doctor Away” marketing campaign to keep apple orchards alive. They also started planting sweeter apples for eating (when they were primarily used for cider before).

The Narrative on Narratives

We are inundated with so many stories on a daily basis, it can be hard to even tell when they’re happening. Some examples of where we consume narratives are:

• Websites
• Social media platforms
• Music
• News
• TV shows
• Magazines
• Billboards and bus stops
• Gossip
• Reviews
• Radio 

How to Find Your Own Narrative

When it comes to narratives, it’s important to have a clearly defined story. If you are having trouble getting started, these tips can help:

• Write: Take a piece of paper and write down what message you think you broadcast to the demographic you serve. 
• Research: Look at your website, social media, and reviews. What is the message the internet is saying about your brand? 
• Create: Decide if they match and if it is the message you want. If not, it’s time to start marketing campaigns to broadcast the message you want to your desired audience. 

Beyond Indigo Pets is here to help you with every aspect of your veterinary marketing. From creating a narrative to spreading brand awareness, our dedicated team is here for you. To learn more, please fill out our form or call (877) 244-9322.