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Set Yourself Apart With The One Thing Your Competitors Can't Copy – Your Story.

  • Writer's pictureLila Morency

Attract More Aligned Clients with Storytelling

Imagine this: You're an upscale architect, interior designer, or builder. You pour your heart and soul into every project, obsessing over every detail to create the perfect space for your clients. Months or years later, when the project is finally complete, you capture its essence in a series of stunning photographs and architectural videography, the sunlight hitting every angle just right.

But is that really the end of the story?

At IMPACT, we believe that showcasing only the final, flawless result is a missed opportunity to connect with your audience on a deeper level.

Through our work with clients in the built environment sector, we've seen that there's so much more to a structure than what's shown in the glossy photos. What's missing is the human element - the journey, the challenges, the triumphs that make your projects and your firm unique.

As humans, we relate to each other through our stories and experiences. By sharing the ups and downs of your process, you invite prospects to connect with you on an emotional level. You give them a reason to choose you over your competitors, beyond just the beauty of your finished work.

Consider this example from one of our clients, Phoenix Haus: As an offsite prefab builder, Phoenix Haus is committed to creating sustainable and healthy homes. But for the owner, Bill, this mission is deeply personal. When we first met Bill, we knew there was a powerful story waiting to be told.

Growing up, Bill suffered from severe breathing challenges that frequently landed him in the hospital. When he started working in home retrofitting, he found that the toxic materials used in traditional construction triggered his breathing issues once again.

Determined to find a solution, Bill set out to discover the healthiest, most sustainable building materials available. This journey led him to develop the unique approach that Phoenix Haus is known for today - creating homes that not only minimize their environmental impact but also support the health and wellbeing of the people who live in them.

By sharing this origin story, which we helped uncover and craft, Phoenix Haus invites potential clients to connect with their mission on a human level. It showcases not just their technical capabilities, but also the heart and soul behind their work. Viewers understand that for Bill and his team, this isn't just a job - it's a personal commitment born from real-life challenges.

This type of story builds trust because it's authentic and relatable. It shows that Phoenix Haus isn't just jumping on the sustainability bandwagon, but that their commitment to healthy homes is woven into the very fabric of their company.

For potential clients who are looking for a builder that truly understands the importance of a healthy home environment, this story will resonate deeply. They'll know that in choosing Phoenix Haus, they're working with a team that not only has the technical skills to deliver a high-quality product but also shares their values and will go the extra mile to ensure their home supports their family's health. To see how we brought Bill's story to life in a powerful origin film, click here.

At IMPACT, we specialize in helping companies in the built environment uncover and tell their most powerful stories. Our in-depth StoryFinding process, developed over many years, digs deep to identify the narratives that will help you achieve your business goals.

The process starts with a complete discovery phase to understand your firm's unique goals, challenges, and target audience. From there, we guide you through a series of exercises to surface the stories that will make the biggest impact - whether it's an origin story that showcases your values, case studies that highlight your unique approach, or employee and client stories that humanize your brand.

We then craft the stories following the most appropriate story arc, selecting the key moments and turning points that will create the most engaging and impactful narrative. For example, we might start with a challenge, follow the protagonist's journey to overcome it, and end with a transformation or lesson learned.

The end result is a collection of compelling stories that can be leveraged across your marketing channels, with high-quality film being one of the most powerful mediums.

The films we create are different from the content a photographer or architectural videographer (oftentimes the same person) can capture. While their focus is on showcasing the beauty of the final product, our films dive deeper into the human stories that bring the project to life.

We use cinematic techniques, emotive storytelling, and a focus on narrative arc to create films that don't just inform but inspire. The result is content that reflects the same level of craftsmanship and attention to detail that you bring to your projects.

When you share these stories, something magical happens:

  1. Prospects start to see you as more than just a portfolio of pretty pictures.

  2. They get a sense of who you are, what you stand for, and why you're the right fit for their needs.

  3. They begin to trust you before they even meet you, because they feel like they know you.

In a world where we're constantly bombarded with visual content, it's easy to get lost in the noise. For companies in the built environment sector, it can be especially challenging to stand out when everyone is showcasing similar stunning visuals of their completed projects.

But by sharing the human stories behind your work - the challenges, the triumphs, the personal journeys that drive your mission - you have the power to create a deeper connection with your audience. You invite them to see beyond the glossy images and understand the heart and soul that goes into every project.

Storytelling has the power to transform your marketing from a one-dimensional portfolio to a multi-faceted narrative that engages and inspires. It allows you to build trust, credibility, and loyalty with your audience in a way that no other marketing tactic can.

At IMPACT, we've seen firsthand the impact that strategic storytelling can have for our clients. From attracting more aligned prospects to strengthening relationships with existing clients, the power of a well-crafted story is undeniable.

So, as you think about your own marketing strategy, we encourage you to look beyond the highlight reel and start sharing the real, human stories that make your company unique.

Whether you work with a partner like us or tackle it on your own, embracing storytelling is one of the most powerful ways to set yourself apart and build a brand that truly resonates with your ideal clients.

In the end, it's the stories we tell that define us - as individuals, as companies, and as an industry. By harnessing the power of storytelling, we have the opportunity to create a built environment that not only looks beautiful but also tells a story of innovation, sustainability, and human connection.

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