As accomplished marketers, communications professionals and well, just plain passionate people, you know your company, its culture and its brand better than anyone. The goal of the stories on Companiesandme are to reveal, in a deeper and more authentic sense, the passion, values and culture behind your brand. We’ve developed this guide to help highlight the natural stories that exist within a passion-driven business and outline best practices for sharing those stories with people online. This list is just the beginning, we look forward to hearing your thoughts and ideas.
 Deep down we all love to learn (just not in a classroom) making education some of the stickiest content around. In addition, it builds trust between you and your audience as you become their expert. However, often times some of the most fascinating information has become simply common knowledge to us and therefore overlooked – think Dirty Jobs, The Deadliest Catch or any cooking show. Keys to Success • Teach from a place of passion for what you do, think care, craft, fun. • Be open and honest about the decisions you make and the why behind them. • Pretend you’re at a dinner party rather than focusing on talking points, simply open up. Examples • TCHO - how chocolate is made (post production isn't necessary; first person on camera narration by someone passionate employees works great) • Fletcher Choinard Surfboards - how to make stronger, better performing, less toxic surfboards • Blue Bottle Coffee - the history of the name and company 2. Discuss why At a dinner party, rather than focusing on selling points, we focus on the most engaging parts of the story, the emotional and experiential side of the story. Rather than talking about what your business is doing, focus on the why, including personal thoughts, experiences and feelings. Or relate it to how it impacts the local community, why you think other people would care. As soon as it feels like you are selling something, the authenticity and reader's interest in learning more is out the window. Keys to Success • Speak from the heart, not the sales sheet, by tapping into what got you started in the first place. • Explain the issue clearly, then express why you feel the need to create a solution. • Make it a group experience, explain how the viewer is part of the solution. Examples • Will Harris (featured in video above), fifth generation grass fed cattle rancher • Marin Sun Farms - why grass fed beef  People want to be included and feel a part of something bigger. By asking for their input you can both gauge consumer sentiment and build a more authentic relationship with core consumers. When their ideas are included in product development or decision making you will have customers for life. Keys to Success • Honestly request feedback, share with them the internal debate and projected outcomes. • Continue to engage beyond the initial post, by responding positively to comments. • Share the difficulty you’re having in making a decision, don’t be afraid to include quotes or clips from meetings - really open up. 4. Causes Doing good is contagious, so we encourage you to share commitments to inspiring causes and current events that relate to the bigger movement behind your brand. However, there can be a very fine line between boasting and sharing, we’ve found that the best stories are focused on the cause itself, and inspiring positive change. Keys to Success • Share the effect of your giving on the problem and/or the effect it had on you personally. • Showcase how the cause is intertwined with your products or practices, focus on the "why." • Invite viewers to get involved, provide links or information, but don't push. Examples • Patagonia - inspiring their passion to become your passion  5. Breaking news or announcement Have an exciting announcement? Offer up a direct-from-the-source perspective on the news by telling the story yourself. Providing your own insight and feeling alongside the news personalizes the story and creates an authentic perspective that can be even more credible and moving than the media’s rendition. Keys to Success • The privilege of being the first to hear news from a source creates a strong bond - think Obama announcing his victory on Twitter. • Go beyond sharing just the news, share your thoughts and feelings, this is not a press release. • Be sure to stay within the boundaries of your knowledge and direct experience. Examples • Beastie Boys - Announcing the cancellation of all their tour dates (sad, but authentic and more personal than a press release) • Stone Brewing Company, San Diego - Announcing their European brewery plans 6. Get personal Share those little moments that happen inside or outside the office that reminds you why you do what you do or maybe why you question what you do. The goal is to give people access to the passion and drive behind the business, the people, moments and environments that inspire you. Keys to Success • It doesn’t need to be something big, just as long as its personal - your honest thoughts. • Capture the moment on video or photo to bring viewers as close to the experience as possible • Share the tough times as well as the good times to bring 100% honesty and authenticity Examples • Rickshaw Bagworks - Traveling down to the Ted Conference by bike  All good stories don’t need to come from you, share something someone else said about your company, even if it’s not positive. San Francisco's Pizzeria Delfina takes this to heart, literally wearing its negative reviews on t-shirts – it doesn’t get any more honest than that. Sharing your customer’s thoughts, ideas and experiences, as well as your interactions with your customers creates a collaborative environment where people feel as though they have a stake in your success. Keys to Success • It's always better to let others talk about you than to talk about yourself, so let customers have the mic • Share the good as well as the bad, check in to see if others feel the same way • Include how you felt hearing or reading the story and the effect it's had on you, the staff or your products Examples • Lululemon - Inspired customer Great content doesn't always have to be full of meaning, sometimes it can just be something you find entertaining, whether that means it promises laughs, a little inspiration or a fun conversation. Remember you're brand is a one-of-a-kind personality - share it. Keys to Success • Add a little context to the content, like an intro, set up or credit if its not your own. • Show off the culture and personality of your company, really open yourselves up here. • Showcase life outside the office, remember people connect to people, not buildings. Examples • Zappos - The Ping Pong Ball Prank (shown above) • New Belgium Brewery - The Spoof • Dogfish Head Craft Brewed Ales - Big Hair Day • Howies Apparel - Yoga Ball Flip  We communicate more online than ever before, becoming increasingly disconnected as a result and proving to ourselves that there is no substitute for getting together in person, shaking hands, exchanging smiles, and actually having a meaningful conversation. We suggest inviting people to participate in creative and meaningful ways, then of course sharing that experience on Companiesandme. Keys to Success • Focus on aspects of your business that you whole-heartedly like to share with people. • Be creative, even ask your customers how they would like to engage with you. • It doesn’t need to be directly related to your business, as long as its rooted in your passions. Examples • New Belgium Brewery - Tour De Fat |
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