Weekly strategic communications advice to help you drive relevance and impact

June 12, 2025

Stories have always mattered—and they still do. But the way we create, find, and absorb them is being radically rewritten.

Even before AI entered the chat, many organizations struggled to convey a clear and consistent message. Now, the stakes are even higher.

Comms touches every corner of your business, and your brand story needs to show up wherever your audience does. In a world where siloed messaging once flew under the radar, that no longer works.

Fragmented storytelling doesn’t just confuse people—it throws off AI, too. That’s why a unified, high-signal narrative isn’t just helpful anymore. It’s essential.

A clear, consistent, and compelling story isn’t just good branding—it’s now a key driver of how your message shows up in AI search. When you craft a cohesive, high-signal narrative, you don’t just stay on message—you actively train the algorithms to understand and amplify your story the way you intend.

But before you can tell that story, you have to craft it... strategically and intentionally. Here’s how:

📖 Answer the question: Why do you matter - now?

 It’s tempting to lead with your brand’s bests, firsts, and onlys—but before you boast, you must establish your distinct relevance. 

📣 Find consensus and clarity, fast

Bring the right voices to the table—from across the business. Use facilitated workshops, stakeholder interviews, or focus groups to align perspectives, surface insights, and build a message that reflects the full strength of your organization.

✍️ Discover the white space

Use data-driven discovery to find where your story stands out in the competitive and conversational landscape, instead of adding to the noise.

📣​​Deeply understand your audiences

Seek to grasp your audience on a more meaningful, emotional level to craft a story that resonates and aligns with the answers they seek through AI search.

Inkhouse's Executive Vice President of Story Crafting Samantha McGarry shares how to tailor your brand messaging for AI search—learn more here. 

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• Apple’s “Liquid Glass” interface is the biggest design change in a decade for the tech giant, demonstrating exactly what good UX/UI should do: be the window through which we experience the world.