We live in a complex world where we are bombarded with images, words and content constantly. With this barrage of information it’s hard for a brand or company story to be seen or heard, and it’s even more challenging for companies to ensure everyone in their company is sharing the same story.

As Paul Greenberg President of customer strategy consulting firm The 56 Group commented:

‘Conversations surrounding brand have moved out of the marketing department. All the stakeholders of an organisation—customers, employees, investors, partners, vendors, and yes, even competitors—are telling some aspect of the story of the brand.’

Recognising the value of a clear and compelling corporate story is one thing, knowing how to do it is something else.

 

Here are my top 5 tips on how to create a powerful business story

1. Deeply understand what your purpose is and values, where they came from, how they were forged and why they are so important to you.

If you’re not clear about your purpose the journey of your company no-one else will be. And this does not mean pulling out your vision or mission statement.

 

2. Stand back from what you want to TELL clients/customers and understand what their needs and challenges are and how your business can help them. In corporate storytelling terms it's about truly understanding what your clients/customers need and who your clients and customers are. Part of this process is about not assuming you know.

 

3. Once you have understood your client/customer you then need to create a story, one that is compelling, believable and unforgettable. The best business stories are ones that connect your corporate story to others’ stories . . . then it becomes a shared story.

 

4. Before you share your story externally it needs to be integrated across all areas of the company.

This isn’t simply a project for the marketing department that can be undertaken, circulated and just left. Your story has to be articulated to the board, executive team, marketing, PR, HR, customer service, product development, sales, sales support, customer advice, administration staff – everyone.

 

Giam Swiegers, the former head of Deloitte in Australia commented that:

‘Someone gave me the gift of understanding how powerful storytelling is  in corporate communications. There’s no more powerful way of creating a            culture or changing behavior within organisations that the art of storytelling.

One of the great lessons I learnt from Wayne Goss our Chairman [at Deloitte] was when he said to me, “Remember when you start getting really   bored with repeating the message, it’s only then that they start getting it”.’

 If I could give leaders one bit of advice about improving their communication it would be spend a bit of time understanding how you tell stories.’

It’s therefore now even more critical for companies to develop a clear and compelling story and then make sure that everyone in the company is on the same page – that the story resonates and its one that everyone understands, remembers and can re-tell the story.

A deep and engaging narrative will connect your employees to your message. They, in turn, will convey the message you want your customers to receive.

 

5. Share your story

Business stories used to be packaged up in books and then, mostly left on a bookshelf.

Now there’s a myriad of ways to share your story and there’s a wide range of audiences.

Make sure you present your story to the audience in the format and on the device that they are most likely to engage it. For some that might be a book, for others video, Facebook, Instagram, billboards, company events, television, print, influencers. The challenge here is to know where to focus your attention so you can deliver a consistent and memorable story.

If you want to unlock the real value of your business story contact me and let’s start a conversation.