Corporate storytelling can add significant value to any business: Aanchal Kohli

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges, moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.

Digital media agency Socheers recently entered its 10th year. In this interaction with Adgully as part of PR Conversation, Aanchal Kohli, Head - Corporate Communications, SoCheers, speaks about how the agency’s communications strategy has evolved over the years, the importance of storytelling in corporate communications, how SoCheers maintaining balance between staying true to the brand story and creating something new, and more.

Socheers has entered its 10th year, how has the communications strategy changed over the years? Do you have any special anecdotes to share regarding this?

Over the years, our communication approach has evolved significantly, from merely promoting our work and identity to establishing ourselves as industry experts. The journey has been in tandem with the kind of work that we have done and how with time we evolved our services and expertise.

We have also recognised the importance of personalised and targeted messaging to communicate more effectively with specific audiences. By doing so, we have seen an increase in brand loyalty and a positive brand perception. Our focus on storytelling in contemporary communication techniques has been particularly successful in improving our public relations efforts. We create engaging content that not only captures our audience’s attention, but also inspires their participation. As a result, our agency has received favourable media coverage and increased brand recognition. Our commitment to adapting to new communication trends has been instrumental in our success as a digital advertising agency. By continually refining our communication strategies, we have been able to meet the changing needs of our clients and remain at the forefront of the industry.

How crucial is corporate storytelling from an agency lens?

Corporate storytelling is a powerful tool that can add significant value to any business or organisation. Using storytelling techniques can improve communication in all forms of business correspondence, including emails and phone calls. Well-crafted stories can also increase engagement with a company’s products or services and distinguish its brand from competitors. Additionally, stories can help develop customer loyalty by allowing people to connect with one another and establish an emotional context for information, making it more memorable.

For instance, at SoCheers, we believe in enjoying what we do. Therefore, our social media pages are a testimony of our culture and work, allowing us to make a lasting impression not just on our competitors, but also on those who are part of or interested in joining our team. Therefore, corporate storytelling is essential both internally and externally, as it can be challenging to ensure that every new employee aligns with the company’s vision. By sharing the organisation’s story, everyone can be brought up to speed and gain a better understanding of the company’s values and goals.

I also believe that in the highly competitive business environment of today, corporate storytelling has become even more critical for brands, agencies, and corporations. By creating a brand story that resonates with the target audience, advertising agencies can craft compelling messages that connect with consumers on an emotional level. Through storytelling, agencies can differentiate their client’s brand, communicate its unique selling proposition, and highlight the organisation’s values. The use of storytelling in advertising campaigns can cut through the noise and grab consumers’ attention, creating a lasting impression that makes it more likely for them to remember the brand and take action. Therefore, it is essential to leverage storytelling to create a unique narrative that resonates with the target audience and makes the brand stand out in the market.

How is SoCheers toeing the line between staying true to the brand story and still creating something new?

Understanding our brand’s core values is essential and forms the foundation for our creative endeavours, which differentiate us from others. We constantly strive to discover innovative ideas and creative techniques that can help us establish new and meaningful connections with our audience. Although it can be challenging to maintain the authenticity of our brand while also adapting to our target audience, by staying true to our values and being open to new approaches, we can establish a strong and enduring relationship with our audience.

How is SoCheers tapping digital from a PR perspective?

As a digital marketing agency, SoCheers places a strong emphasis on leveraging digital platforms from a PR perspective. Our agency has developed an exhaustive PR strategy that focuses on using digital media channels to showcase our brand and establish ourselves as industry leaders. We recognise that the digital marketing world is constantly evolving, with multiple new trends and developments emerging in a very short span. We use this to our advantage by profiling our founders and team leaders in the media by highlighting their industry expertise and experience. Participating in the ever evolving news stories around the digital marketing world only enhances our brand reputation, but also helps us organically reach our target audience. We also participate in various national and international awards to highlight our clutter breaking campaigns and our agency culture, which helps to further profile our company and showcase our work to the media. Through our digital PR strategy, we have successfully positioned ourselves as ‘India’s leading independently-led creative digital agency’. We have leveraged major digital platforms to build strong relationships with the media, influencers, and brands, while also establishing a strong online presence that has helped us to stand out in a crowded market.