Heritage is both the workhorse and show horse of a content stable. It can be used to support a variety of business challenges, such as validating a company’s future direction, and consistently performs well.
When attracting and engaging audiences, heritage is often a go-to content strategy for the world’s top organizations. Let’s take a look at two organizations that are using their origin stories for a tactical advantage.
The Challenge
Your industry is crowded with newcomers and old-timers. How do you make your brand stand out from the competition in a good way?
The Solution
Showcase your organization’s roots. Though other brands can copy your ideas or structure, they can never replicate your brand’s origin story, people or journey.
Entrepreneurial companies are founded on ideas that their founders believe can change the world. In many cases, those origin stories endure as relevant touchstones that continue to set those companies apart.
Novo Nordisk has been pioneering diabetes care since the early 1920s. To differentiate itself in the pharma business, Novo Nordisk highlights its enduring role as a top innovator in its field. Its social media, About Us webpage and a dedicated digital exhibit share stories of how Novo Nordisk employees and products have been changing lives since the beginning.
Salesforce uses its origin story and subsequent evolution to highlight how it has earned the trust of customers ever since Marc Benioff, Parker Harris, Frank Dominguez and Dave Moellenhoff launched the software as a service (SaaS) model that changed the technology industry forever. An industry leader in cloud-based and subscription-based models since day one, Salesforce continues to lead what it calls the “Salesblazer movement” and often recounts trailblazing stories from its heritage.
How is your organization’s heritage differentiating its brand?
Up Next: See how S&P Global is using its story to attract the world’s top talent.