Bianca Dorobanțu, founder & CEO at Tale21, was interviewed by Steve Dinelli from Marketer Interview, the leading blog for insightful discussions with top marketers worldwide, about startups, technology, and storytelling.
Bianca Dorobanțu, founder & CEO at Tale21, was interviewed by Steve Dinelli from Marketer Interview, the leading blog for insightful discussions with top marketers worldwide, about startups, technology, and storytelling.
The move into PR & communications is common for a journalist, so it was a natural transition for me. Once you understand what makes a good news story and how the media works, embracing a PR career is not difficult. I wouldn’t have been a good PR professional if I hadn’t been a journalist.
Back in May 2020, I thought it might be the right time to start the freelancing journey, which has taught me the most powerful lessons, both professionally and personally.
Although PR is a challenging industry, especially when you are self-employed, I enjoy the variety and excitement of my work. Teaming up with many companies on challenging projects keeps me learning and growing, allowing me to put ideas into practice.
I have always been a storyteller and curious, so 3 years ago, I took a new turn in my career. As a PR professional, I still tell stories from a different perspective. Telling the correct narratives can inspire other ambitious people to change our world.
Brands use storytelling to create a unique identity, connect with their target audience and differentiate themselves from the competition.
One of the lessons learned about storytelling is that authenticity is essential to building trust with audiences. If you are a business owner, be transparent and honest in your storytelling. Avoid exaggerated claims or misleading information, as consumers are becoming increasingly savvy and can quickly spot inauthenticity.
Journalists want to know the ‘why’ behind the business, what problem it can solve, and what makes it unique. They are also interested in the founder’s unique vision on a particular issue and the struggles and insights into the journey. Facts and figures are also essential.
As a PR and communications consultant, what unique challenges do startups and tech companies face in building brand awareness and reputation?
Startups often have limited financial and human resources compared to established companies. Building brand awareness and reputation requires some investment, which can stretch the resources of a young company. But it also means that teams can find innovative approaches and ideas to achieve their goals.
The tech industry is saturated with established players with strong brand recognition and customer loyalty. Competing against these well-known companies can be difficult for startups trying to carve out their niche.
Now, consumers are bombarded with information from multiple sources. Cutting through the noise and getting your message heard can be a challenge. Overcoming these challenges requires a well-thought-out brand strategy, innovative marketing approaches, and a commitment to delivering on promises.
First, I ask many questions and do a lot of research to understand what the company does (in the start-up world, this can be a real challenge) and how the competition communicates. Then, I use a guideline with some specific techniques that include: