Advance Your Climate Tech Story Through Market Trends
Ideas for connecting brand relevance to your audience
Connecting your climate tech brand story to broader global, national trends demonstrates the relevance of your brand.
Advanced storytelling in an era of social justice, gender inequality and climate transformations, businesses now more than ever, are required to connect their brand to the wider story. In a report by Deloitte Insights, (2021 Market Trends Report) people are demanding more from businesses – even business-to-business consumers. The report found “fifty-eight percent of respondents could recall at least one brand that quickly pivoted to better respond to their needs, and 82% said this led to them doing more business with the brand,” the report stated.
Connecting your brand through story to broader global, national trends demonstrates the relevance of your brand. As a storyteller, your targets are likely local, national and international. And it adds credibility in a niche industry – like ours.
Keys to successfully communicating your company story is about knowing your product, company values and leadership views to use more significant industry trends to tie in the alliance for your audience. Ensure that you’re working with your product teams. Understand how the product works, how do engineers think about how use-cases are applied and what are the benefits to each target segment. Talk to the leadership team to understand their perspective and know your boundaries. Ask nuanced questions and consider your audiences – always.
Pro tip: Know the product and company blemishes so you can steer the conversation with a prepared statement. You don’t want to be surprised.
When you’re reading news stories, you can easily spot how your business fits into the broader story. Your business story will demonstrate differentiation and competitively positioning your brand and add credibility. Your buyers are using media (garnered or not) to make decisions about which products are best for them. And now your brand is as important as ever. In addition to using your product to differentiate the company, brand values are factors in decision making.
Be the devil’s advocate to industry trends. If your product is bucking trends join the community of trendsetters and plant your flag. Make the point that underlines the strength of your product first, and use supporting information to back up your statement. Trends are changing all the time, and your story has a place among trends happening locally, nationally or internationally.
What if your story doesn’t fit into all the news you read online? Or in the local papers? Knowing the gaps in market news is almost as beneficial because now there is an opportunity to start a trend with your differentiated product and fill the gap with your story. Persistent and consistent storytelling across channels will eventually pay off.
Alder & Co. is a growth marketing agency that works with climate tech & sustainability companies. For more information, connect with us at hello@alderagency.com.