Can you tell the story of your company, and if so, will anyone listen?
The word "story" has almost been devalued lately and is only a notch higher on the list than "gossip".
However, in this age of instant information access, social media, and articles written to get the most hits on Google, we need good stories more than ever. A good story can inspire the imagination, teach us new facts and skills, and connect people and businesses.
In this article you will learn:
Why companies rarely succeed in telling good stories
The benefits of storytelling
How to write good content about your own brand
Our customers are becoming increasingly good at sifting out the relevant from the bland, and they deserve lively dissemination of messages that have value, interest and topicality.
Stories are a fundamental part of life, and humanity has conscientiously passed them down from generation to generation. Stories can inspire the imagination, make us more aware, and teach us new facts and skills. With the help of good stories, we get to know ourselves better, learn to relate to the world around us, and can make better, knowledge-based choices.
A story can take many forms, from the founder's story to thoughtful articles for the media and simple tales of the IT department's marathon to raise money for charity. All of these stories, big and small, can have great value in the sense that they tell the world what you stand for, what makes you special, and why we should be interested in you.
Stories are the starting point for all branding.
Why does corporate storytelling fail?
Bureaucracy
Marketing, PR and corporate communications often work separately and may not be very good at exchanging and sharing information. The responsibility for good stories often falls between two chairs.
Lack of feeling of responsibility
Senior managers come and go, doing nothing more than keeping the ship afloat until a successor takes over, without feeling any ownership of the company or the legacy they could leave behind.
Indifference to the past
The founders who built the company with their original enthusiasm are no longer around, and their success stories and anecdotes have thus been forgotten.
Misplaced focus
Some companies are so focused on their people that they create an inward-looking culture. They overlook, or forget, the need to tell the outside world who they are and what's going on in their world.
Short-sightedness
Some of the most innovative companies spend millions on marketing but fail to see the big picture. They concentrate on the next launch, the next campaign and the next press release, but forget to take a step back and see how the brand fits into the rest of the world. They forget to ask, "What does this say about us in a broader perspective?" and "To what extent do we shape the brand for the future?"
Good storytellers get an advantage
There are many examples of companies that do well by engaging their audiences with a stream of interesting messages, but you don’t need a Zuckerberg or Branson at the helm to reach your audience. IBM is a large and complex business that mostly works behind the scenes as a B2B vendor, yet you can see their Smarter Planet campaign in airports everywhere. The campaign tells the world that the tech giant is working tirelessly to serve society. They have clarified what their story is, they are confident enough to tell it, and they have found the best place to tell it. These are just a few of the benefits that “story-savvy” companies enjoy.
Recognition
Many businesses pepper the world with inconsistencies, and a company that tells its story in a sympathetic way will stand out. It will be talked about and remembered by customers as a company worth following.
Strengthens perception
Smart companies take care of their past, they have a firm grip on the present and a look to the future. They see the potential in all events and anecdotes as possible messages. These reinforce each other and build the story they want the world to hear.
Companies with a strong history ensure that all messages, big and small, are linked to the company's purpose, values, and strategic message to make the biggest and best impression possible. The result is a company that is consistent, easy to understand, and always engaging.
A consistent experience
That time is long gone when a modest newsletter did the trick. Businesses are now expected to communicate in multiple channels and keep us in breath using digital methods: websites, intranets, Facebook, Twitter, Instagram, blogs, emails, downloads, sales videos and webinars. These are the tools that historically savvy companies use.
Storytellers understand the potential and nuances of each medium, and they direct the content – they use the flow of messages through these channels as if they were composing a symphony.
Take Apple, for example. It's no coincidence that on the launch day of the latest revolutionary tech gadget, we see images of long lines outside the local Apple store. It's a simple story of enthusiasm. But it also shines through a deeper story in the zeitgeist, a story that strengthens the brand and says, "We make great products, and people love them."
“I have six willing messengers from whom I receive my knowledge;
They are called Why, When, How, and Where and Who and What."—Rudyard Kipling
How to create a good story
Not everyone feels like they can tell stories, but good storytelling skills can be learned. Here are some helpful tips.
1. Let the ego run wild
The first ingredients of a good story are, surprisingly, pride and self-respect. If you are not proud and confident enough to stand up and tell your story, you will do everything you can to avoid it. For the Steve Jobs of the world, storytelling comes naturally, but others have to work on themselves, step outside their comfort zone, and face the opportunity as a challenge.
2. Listen
A pure representation of facts is seldom particularly engaging. You have to learn to listen to the stories, like a good journalist. If someone from that department has been successful with a good job, it should ring some bells. What have they achieved? How did they do it? What kind of values are conveyed? This can be a useful blog post or an article in the annual report that can arouse investors' interest. Always look for material for stories.
3. Carry on the spark
Before I started writing this, I worked with a fantastic client who has really great services. However, for various reasons, they hadn't told the world how great they were. That was the "spark" behind the story. It made me want to pick up the pen and say something about this common problem. Writing a good story is about conveying that spark that ignited you, and passing it on to your stakeholders.
4. Stick to the facts
It can be tempting to spice up the story by being a little harsh or telling a story or two. Don't do that. Social media is quick to correct. If you go too far, someone will always say no. Instead, make sure to check all the facts. Think through what you want to say, and especially what you shouldn't say, and stick to the point.
5. Structure
How you structure your story is crucial to engaging your readers and eliciting the reaction you want. This is a topic that could fill an entire book, but in short, you need to use the spark in your story and think through A: Why is it interesting? and B: What kind of outcomes do I want from the story? Then develop the natural steps that will take you from A to B. Rudyard Kipling was a fantastic storyteller, and he hit the nail on the head in this excerpt from The Elephant's Child, which is now known among journalists as a recipe for how to build stories.
I have six servicemen who I get my knowledge from;
They are called Why, When, How, and Where and Who and What.
6. Expression
In the Oscar-winning film The King's Speech, the king was severely troubled by a stutter and dreaded giving a speech to the nation. When he asked his speech therapist for advice, Lionel Logue said, "Talk to me like a friend."
Some writers try to overtly intellectualize their writing, others are too technical, and some love jargon. Put yourself in your readers' shoes and think about what kind of language they would identify with; be genuine, and speak as a "friend" would.
7. Adapt the text to the medium
Every medium has its own parameters that dictate how you communicate. You obviously can’t fit this entire article into the 140 characters you have on Twitter, but a white paper would be a great forum to get your points across. It pays to understand the nuances of each medium and how your audience uses it.
8. Action drivers
Sometimes the story has a specific goal, such as getting the reader to order a subscription or call a specific number. It is important to be able to measure the result. Do you want more "likes" on Facebook, or do you want to stimulate dialogue in the press? Nothing will happen as a result of the well-written text unless you include an active driver.
9. Progress
A story can usually have multiple angles, and it’s a good idea to follow up on the natural offshoots from the original message. If you want to make a little more of it, it’s even better if you create a series of different messages related to a theme, so that your company’s expertise shines through. Interest will wane over time, so always have the next story ready to stay connected.
How can storytelling benefit your business?
Storytelling provides the company with many benefits in addition to the obvious benefit of selling more products.
Reassure investors
Investors are often misrepresented as hard-skinned businessmen who are only concerned with financial performance and stock values. Often, however, there are more emotional choices behind the investment than you might think. Investors want to notice the enthusiasm in the business, and they want to know "why they should be interested". Companies that work purposefully, holistically and in line with their own history, will clearly receive more support from valuable investors.
Committed employees
It is said that children who get to know something about the family background (ie where they come from), feel a sense of belonging and have stronger self-esteem. The same principle applies to employees who are trained in the corporate culture and are informed about what is going on. These employees feel part of something bigger; a business with a past, a purpose and a future. They feel a greater degree of belonging, and this belonging also promotes loyalty and a deeper desire to be able to contribute.
Attracting talent
Skilled people usually have several options when it comes to who to work for, and they want to use their skills in a company that they feel at home in. It is natural that companies that work to convey their own culture and direction through stories, are easier to understand and can choose from the best talents.
It feels as if the simple value of the stories has been lost as brand building has become more complicated. However, good stories are the very building blocks that make us associate the brand with something positive. Go back to the beginning and find the company's natural narrator voice, uncover the company's characteristics and qualities and tell us the story ...
