Designing stories with difficult messages

Sometimes, businesses find themselves in dangerous waters when trying to engage their audience through emotionally charged popular narratives. Often enough, we see businesses initiating or tagging onto sensitive conversations involving race, politics, skin colour and gender; some nail it, others damage their brand catastrophically, and most end up making their conversations seem unauthentic. Remember how the race to position themselves with the Black Lives Matter movement came out for most brands? Those who didn’t filter the narrative through their own brand personality, or present it through their true views and ideas, had their audiences disengaged, and sometimes even enraged. That awkward Pepsi ad, which only became famous as a tone-deaf disaster of a story, is probably the best example. 

Engaging with popular narratives is a good thing to do; It shows that the brand is alive, current, listening and responding to the world that its consumers live in. But, not every brand can tag onto every narrative. It must be authentic; there must be history, connection or reason; And most importantly, it must be delivered right through the business’ persona, values, and tone of voice.

When we were helping the in-house team at Rithihi—one of Sri Lanka's most beloved saree boutiques—to identify its brand voice and story styles, it became important to demonstrate how to engage with certain topics that were sensitive. At the height of the Covid-19 pandemic in India, as the death tolls were sky-rocketing, it was insensitive to talk about the beauty of sarees handmade in areas like Banaras, Kanchipuram and Ludhiana, which were devastated by disease. It was important to address this, and convey the brand's authentic emotions towards the catastrophe; However, it was a highly emotionally-charged topic and there was already growing criticism on how some brands were delivering their messages. We created a newsletter with stories that celebrated the skill and beauty of artisanal communities affected by the pandemic. The message was approached through Rithihi's values, while the response to the situation was framed through the brand's personality framework. The stories, as always, were delivered strictly through the brand voice that we carefully identified for Rithihi. As a result, the message was authentic in reflecting Rithihi's true views and sentiments, and it was well received. This story led to creating many meaningful conversations between the business and its audience.

During Sri Lanka's economic crisis in 2022, many hospitality businesses struggled to articulate why it’s still worthwhile to visit the island along with the reasons for the peaceful protests that were sweeping across the nation. It was a challenging message to coin. However, it couldn't be ignored or overlooked by any business inviting people to visit Sri Lanka; especially with the spread of misinformation and sensational news making Sri Lanka appear unsafe. Here's how we helped one of our longstanding clients in hospitality to articulate this message with the earnestness and sense of humour true to their brand voice.

These kinds of emotionally charged narratives are where a brand's true strength in communications is tested. In both these instances, the brand articulation framework that outlined the business values and the voice were the key tools in getting these stories right. 

A well-articulated brand persona and voice are the most important tools you have when navigating through complex or sensitive narratives. They are your frameworks to be truthful and authentic.

If you want to find out more on how we consult and create stories to help businesses navigate through challenging messages, and complex narratives, send us a message.

Why truth is fundamental to commercial stories

The trust that a business cultivates with its audience has a lot to do with the truthfulness in the stories that it tells. Especially now, in our age of misinformation driven into hyperdrive with deep fakes. From my experience in designing stories for business, I’ve understood that truth is fundamental. It’s the basis of a good business story that forms a real connection between businesses and people.

Remember a good story told by a business that led you to forming a connection with that brand; it either tapped into your desires, fears, anxieties, comforts, amusements, or aspirations by offering solidarity, by resonating with you or by providing a solution. But, imagine if you later found out this story was not exactly factual; it would most likely alter your entire perception of that business. Why, though? Why isn’t an untrue business story easily acceptable as fiction, like we would embrace a movie or a comedy skit? This is where context is everything in a story. People generally associate a business story with reality; a product or a service they can use. Unless stated, or presented through the work of an artist, performer, or an influencer whose stories are known to be fictional, business stories live in the context of reality where truth is imperative. For example, see how we set the context for this fictional story for a client. Also see this funny story that needed no explicit context because audiences already recognise the work of these creators as fiction. 

However, the product qualities or values told in a fictional story by a business must still be true. For example; in a campaign video that went viral, tech giant Apple’s team, including CEO Tim Cook, is portrayed having a meeting with Mother Nature played by Oscar-winning actress Octavia Spencer. In a compelling narrative, Apply cleverly uses a formidable Mother Nature’s demand for sustainability updates to talk about the company’s innovations across materials, clean energy, and low-carbon shopping as well as its work in restoring natural ecosystems. The story ends with Mother Nature being pleasantly surprised, as Apple successfully presents itself as on track to meet targets for its 2020 pledge to reach net zero across Apple’s entire carbon footprint by 2030. The story also doesn’t miss the opportunity to unveil its first carbon-neutral product, an eco-friendly Apple Watch. This story has won Apple admiration for transforming a boring sustainability report into something that has humor, entertainment, and facts while also achieving what all companies want with their content—going viral. It’s genius storytelling. Or, is it? The story has also created significant backlash bringing the spotlight to Apple’s already existing reputation for creating products that quickly become obsolete and limiting the ability to repair—both highly unsustainable policies. This has led to accusations of greenwashing and dismissal of Apple’s sustainability claims; unfortunately, even the ones they uphold. This is a case that highlights the importance of making communication not only interesting but also authentic. In the long run, honesty is at the core of stories that build trust. Brands should proudly claim their victories while being honest about their shortcomings and what they’re still working on. For brands that prioritize longevity and build a legacy of reliability over short-term profits and virality, honesty is key when it comes to communication.

Truth is fundamental to business stories; it’s non-negotiable. Even in entertainment, where fiction is a norm and readily welcomed by audiences, truth holds enormous value. Just think about the weight it adds to the value of a story when you read the line ‘this story was based on a true incident’ at the end. Truth is so valuable; never, ever compromise or downplay it in business stories.

When a brand is truthful in its communication, it establishes credibility. Consumers grow to trust a brand that doesn't mislead, change narratives, or overpromise. This means transparent communication about products, services, and business practices; it builds trust because consumers always appreciate more knowledge and a deeper understanding of their purchases. 

Honesty in branding and business communication is not just a moral or ethical consideration; it's a strategic one. It builds trust, credibility, and loyalty, ultimately contributing to a brand's long-term success and financial growth.

Truth is one of the most fundamental aspects of a good business story; but, there’s more to building a successful conversation between a business and its audience. We always encourage clients to tell true stories, or present truth through the entertainment of fiction; this paired with conscious intention that comes from your company’s values, a rational relevance built to your audience through the message, and the ritual consistency of a well-rounded brand personality, language, voice, and tone maintained right throughout can form a great connection with between a business and its audience. Without these elements, your brand stories will also remain lost in the digital noise, deleted unread from inboxes, or overlooked on the feed. To find out how we can help your business tell its real story in ways your audience can draw value from it, get in touch.

When creativity is more of a condition than a profession

I'm Shamalee—one of the two minds behind Public Works. I have a strong resonance with the Creator archetype and it's the first archetype of Public Works too. These thoughts were penned in response to the series of stories we put together celebrating the Creator archetype.

I write because I must. Because words spill out of me. As I walk, as I eat, as I shower and order groceries… Words keep weaving threads in my brain, in my wake. Sometimes, I wake up with sentences forming in my sleep. Even as people talk to me and I get lost between the words they say (especially what they didn’t say); words keep spilling out of me. 

I write because if I don’t, they haunt my days and preoccupy my thoughts, and weigh down my mind. They slow me down until life begins to feel like the act of going up the stairs with a cup too full to the brim; slow, tedious, and just plain ridiculous. I have to stop everything else and take a sip, or risk spilling it and never tasting it.

I write because I’m afraid of forgetting. Losing an idea—a perfectly articulated string of thought—is such a goddamn shame, isn’t it? I just can’t bear it.

Writing is just the way I unfold into this world; the only way I know to be. I just write, and sometimes people read those things. 

This compulsive nature of creativity is probably something all creators can relate to. It’s interesting to note how this approach changes in commercial creative work. Personally, when I create for commercial outcomes, there is an obvious difference; there is a calculated deliberation that sets it apart from what I create compulsively. In commercial creativity, there is more aiming than conducting; but, the thrill of searching for the perfect word is common to both situations. A large part of my early career was in figuring out these differences, similarities and the processes that allow me to make the best of both approaches; and, I’m still learning.

Public Works is where my writing condition transcends from a self-indulgent artform to commercial writing. When I create for clients through Public Works, I notice a stark difference to my approach. I’m less of a vessel to what I cannot contain, and more of a deliberate archer aiming for a specific outcome that makes business for the client.

I find that creativity is a compulsion as much as an artform that can be mastered with the creator’s methodology and processes. Some creators are more compulsive while others are more method-driven; it depends on what your art lends to and what kind of creator you are or want to be. Whichever it is, what matters is that if you are a creator, you keep creating. Because creativity is an act that springs from loving life. Creativity is our mind’s rebellion against death; our refusal to be laid to rest without having bettered this world, even if it’s by a morsel.