I’ve not worked on an anonymous story for years, and then three come along at once (try writing that without alluding to London buses). Usually dismissed a second-tier reference, time has given me a fresh perspective.
I’m coming round to the idea that anonymity could be a blessing. Clearly, having a globally recognised logo is great for any reference program, and consent for logo use is validation on its own. But an anonymous reference can have a different kind of power.
Anonymity means the story has to work harder to connect with the audience. If you can’t name the customer, you have to dig deeper to find the themes that resonate with a reader. This could be describing the details of a particular industry, or the specific challenges of a business that has moved out of its start-up phase. It could document the practical reality of a navigating new regulations, or what it feels like to manage a global team and a diverse workforce.
You could find a new storytelling angle. By pulling back from the corporate story, you have the opportunity to zoom in on the personal. You could tell a very compelling story by going into incredible detail on an employee’s working day, without coming close to identifying the customer.
In storytelling terms, anonymity can be freeing. Yes, the customer needs to be onboard with the story, but copy approval is less strict. You needn’t feel bound by a traditional storytelling template.
Often, the anonymous story strips out the detail and aims for the generic. In fact, the opposite should apply. You have an opportunity to find more detail and more personality.
Your anonymous references needn’t be second-tier references. They should be in a league of their own.