Storytelling is a staple of humanity that has been around since the dawn of time. It is an account of events about a real or imaginary being. So, how does that have anything to do with corporations?
Corporate storytelling is not too different from normal storytelling. Instead of being strictly for entertainment, companies use it to boost their recognition and build a brand community.
Any company can attempt to tell a story. The key component is making sure the story connects with people. Storytelling shapes the meaning and values that a business represents.
The Keys to Corporate Storytelling
Technology has transformed the idea of storytelling, especially for businesses. It allows businesses to reach a broader audience than ever before.
From smartphone apps to video advertisements, storytelling is done in many ways. Corporate storytelling has become a main source of brand identity development.
Storytelling in the corporate sphere is based on cultivating an emotional attachment. Brands can use this technique to draw their audience in, helping them to associate their story with their product or service.
It boils down to clients. What do they value, and does your business honor those same values? The keys include:
Corporate storytelling needs to be memorable. Most companies will tell stories about how they got started, an especially meaningful customer anecdote, or anything that will resonate with their audience.
Take, for example, the iPhone. If the first generation iPhone was marketed blandly, it would not have gained much notoriety. Instead, Steve Jobs understood the power of storytelling and helped turn every update and new release into an elaborate and meaningful promotional event.
A standard, boring, corporate announcement is rarely memorable. Think about ways you can evoke emotion or connect customers to your brand. What makes you different and relatable? Craft a story that evokes that emotion or makes that connection and they will remember you.
Not every story is going to be focused on one group. As such, diversity is extremely important. Like humans, stories are diverse and can be used to market different products and services, or appeal to different audiences.
Of course, there may be products that are marketed to one group of people, such as gender-specific items. Yet, how you talk about the product or service should be diverse enough to differentiate you from your competition and reflect the power of your brand.
Consider attaching different stories to different facets of your brand, if applicable. Tailoring your storytelling to your audience is a great way to show that you understand your customer base.
As stated previously, a huge aspect of corporate storytelling is emotion. In today's environment, consumers are particular about who they want to buy from. With so many more options at their fingertips, they have the power to choose from myriad competitors.
Thus, corporate storytelling should highlight transparency, allowing the customer an inside, up-close look at how a brand works. This is not only a smart marketing move, but it also gives customers the insight that you have nothing to hide.
With transparency comes emotion. No client wants to work with someone who is closed off and callous. Instead, the emotional connection of “this is who we are” shows that the company (and its leaders) want to show their humanity.
People want to be a part of a brand they trust. Consider using storytelling to give your audience a more thorough and transparent look at how you operate. Chances are, you'll convert more than just a few on-the-fence buyers.
When it comes to corporate storytelling, yours should be 100% non-fiction. Juicy details might pull someone in, but if they're false, you'll lose both customers and credibility.
Honesty goes a long way with clients. If they feel like the leadership or the story of a business isn't honest, why would they be compelled to purchase goods or services? If they can't trust you, why trust the product either?
Stick to the basics and elaborate where you can, but never falsify a story just to gain “likes” or boost your visibility. Customers crave authenticity and will appreciate that you didn't “tell a story” while telling your story.
Knowing Your Audience
As with the other key factors of corporate storytelling, knowing your audience is major. This knowledge is what allows your marketing to be both memorable and diverse.
Not every post on social media or advertisement is going to resonate with every person. Performing an audience analysis can help you discern what your customers want to see and what they're not interested in. Use this data to help guide your storytelling strategy.
How We Can Help
Storytelling is an important facet to a business. It can help leadership promote a brand, service, or product.
Seeger Consulting Inc. was established to help the online business realize its full potential and growth. We understand that corporate storytelling can help drive a business forward, and we'd love to help you find your voice.
Our services are intended to help you free up your time so you can focus on bringing passion back to your business! To learn more, book a brief consultation with us.
For more information and tips on business strategies, check out our blog!