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 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 states:

‘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.’ 

Much of the focus in content marketing is on creating content that connects and resonates with customers and clients. This is, after all the pointy end of business ­–where sales are made, revenue is secured and profitability flows.

In this Blog I want to focus on the content that is corporate storytelling within a business.

Creating a clear and compelling corporate story is one thing, and it’s a project that takes commitment, time and resources. Working out the story you want to tell is often like drinking water upside down (yes it can be done). You need to get yourself to think differently, stand back or aside from what you are part of to be able to create the opportunity to see and think differently.

How to create a corporate story

1. The first and most important step is to 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 with these. 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.
2. Once you have understood your client/customer you then need to create a story, one that is compelling, believable and unforgettable. The best stories/corporate narratives are ones that connect your corporate story to others’ stories . . . then it becomes a shared story.
3. 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 and now Global CEO of international engineering and technical services company Aurecon, 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 behaviour 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.

If you want to unlock the real value of your story give me a call, 0400 800 056 or email me: jaqui@globalstories.com.au