The unconventional storytelling move that helped Ohio State expand brand storytelling beyond football - PR Daily

A branding overhaul for Ohio State University Wexner Medical Center websites required making the Ohio State name mean more than athletic achievements. The work focused on broadening brand dimensions so people recognized leadership in scientific research, advanced clinical care, and education. Storytelling was used as a primary method to reshape public perception. A key mistake is waiting for stories to be provided instead of actively finding narratives audiences care about. Communicators are encouraged to operate like reporters by using curiosity and entrepreneurial instincts to locate stories worth reading. In large organizations, the challenge includes creating a cohesive narrative across disconnected teams, differing priorities, and multiple channels.

"“Every brand has great stories, but you have to function like a traditional reporter and writer long enough to actually find them,” Hidlay told Ragan. “Don't wait for somebody to say, 'Hey, we need a news release on this.' Use your curiosity, use your entrepreneurial instincts and go find stories you yourself would actually be interested in reading in your own social media feed.”"

"“The biggest question I had to ask myself was, 'How do I dimensionalize the Ohio State master brand so it's perceived and known for more than just football?'” Hidlay said. “Our goal was really to broaden the dimensions of the brand so people understood Ohio State was also a leader in scientific research, advanced clinical care and education. Storytelling became one of the main ways we could reshape that perception.”"

"Skip Hidlay, former chief communications and marketing officer at Ohio State University Wexner Medical Center and current managing principal at W. Clair Communications, faced a major challenge when he was tasked with leading a branding overhaul for Ohio State's health system's websites. He needed the Ohio State name to become more than just about athletic achievements."

"For communicators working inside sprawling organizations, Hidlay said one of the hardest storytelling challenges is building a cohesive narrative across disconnected teams, varying priorities and multiple channels."

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