Please login to the form below

L.E.A.D by example: the art of corporate storytelling

Alex Davies, Director at Hanover Health, considers the art of corporate storytelling and how we must challenge our clients to achieve a powerful narrative.

As an industry, we suffer from a bad case of jargon-itis. Many of us want to tell compelling stories that move our audiences, but a lot of the time end up saying nothing at all. The truth is, it doesn’t have to be like this. We can talk like the very people that we so often talk about – patients.

For me the art to crafting a powerful corporate narrative is to answer the question: so what? What difference does your business make to the world and, frankly, why should anyone give a damn? Forget the jargon or convoluted sentences that please a committee of reviewers but can’t be understood by anyone else: why do you exist? What is your purpose and why does it matter? Start with that, and then everything else will follow.  Yes, you can have three pillars that underpin your overarching reason for being, but cracking your ‘why’ is unquestionably the most important part.

Often when we ask businesses what their ‘why’ is they respond with, “to be a leader”. This is all well and good, however in many instances, companies are demanding to be seen as a leader in areas that they aren’t always leading in. To remedy this and to help extract what exactly they can define themselves as “leaders” on, we developed the L.E.A.D criteria. This sets out what it takes for a business to truly act as a leader in a given topic:

L stands for Learned

You’re a credible expert in a subject and can speak on it with authority

E is Engaging

You have an opinion, something interesting to say that resonates with audiences

A is for Accessible

You’re willing to talk about it externally and have spokespeople who are capable and confident

D is Decisive

You can move quickly, offering your experts at speed and reacting to the external agenda

If you can deliver on all of the above elements, you can be deemed as credible leaders and are well on your way to having your story established. So how do we craft this into a compelling corporate narrative?

Introducing the 3D approach: Define, Develop, Deliver

At Hanover Communications, we follow a ‘3D’ approach to help brands to tell their story most effectively:

Define: …clear and understandable messages that avoid corporate slogans and speak to audiences about what matters to them

Develop: …inventive and engaging collateral and static representations that clearly articulate the agreed messaging

Deliver: …the final piece of work, for example, an exciting launch event that brings the new strategy to life and excites audiences

This is designed as a really simple step-by-step process to help businesses to craft a powerful corporate narrative and determine the most appropriate assets and means to communicate this to target audiences.

So the next time you being to write a brief with the words “we want to be seen as a leader” or  “we’d like people to think that we lead this or that” challenge yourself to question it through L.E.A.D. Alongside the 3Ds, this criteria has proved successful with our clients to date and they’ve appreciated the challenge.

10th March 2020


Company Details

Hanover Communications

+44 (0)20 7400 4480

Contact Website

Riverside House
Southwark Bridge House
United Kingdom

Latest content on this profile

Cardiovascular disease: The scale of the challenge
Many years in the making, the first CVDPREVENT audit report, published recently, gives a detailed snapshot of how those with cardiovascular diseases (CVD) are identified, diagnosed, and managed across England. In his latest blog, Hanover Health’s Mark MacDonald asks – what does this data tell us about the impact CVD is having on our collective health, how much are health inequalities a factor, and where are the opportunities for the system to collectively do better to prevent disease, disability, and death?
Hanover Communications
Cancer: Beyond the Backlog
With the recent performance of Cancer Waiting Times the worst on record, and predictions of thousands of ‘missing’ cancer patients that have yet to enter the system, Hanover’s Health’s Emma Greenwood asks – how do we get back to that transformation agenda and move beyond the backlog?
Hanover Communications
2022: What next after digital transformation?
After the inevitable push into the virtual world amplified by COVID-19 and robust efforts in the name of digital transformation across the healthcare sector, 2022 is set to be the year of digital integration. We’re past tactical plans disguised as strategies and merely replicating content across channels. A new approach by the pharmaceutical industry is required to respond to the new digital world. Hanover’s Health’s Solveig Veerkamp explains how a truly hybrid, holistic approach is essential to respond to the most important health challenges to come.
Hanover Communications
What next for health? The weeks that have seen a whirlwind in Whitehall.
It won’t have escaped your attention that the debris from the PM’s recent reshuffle has left industry and policy makers with more questions than it has answers. This comes at a critical time for the healthcare system, particularly ahead of the winter period. ‘Levelling Up’ is the agenda. Covid has highlighted the extent of health inequalities across the UK. In her latest blog, Ursula Ritz considers the implications of the change of senior leadership at DHSC and NHSE for existing priorities, including for those of us committed to ensuring the best and innovative drugs make it to patients.
Press Releases
Will most electronic consumer goods turn into medical devices after the MDR?
In her latest blog, Hanover Brussels Aleksandra Lugovic explores concerns over the rising coexistence of health apps and electronic goods that may become medical devices according to the EU Regulation.
Hanover Communications
What do NHS changes and the Life Sciences Vision mean for medicines?
With the publication of the new Life Sciences Vision, a new NHS Bill, and new Health Secretary and NHS England Chief Executive, there are many fresh additions to add to the blur of change in the NHS. But what do they mean for medicines? In his latest blog, Hanover Health’s Andrew Harrison argues that there is a need for a renewed value story for medicines in the NHS, one which articulates their contribution to the prevention agenda and how they can relieve the burden of care on the health system.
Hanover Communications