Can you tell the story of the company, and if so, will anyone listen?
The word "history" has almost been devalued lately and only ends up higher on the list than "gossip".
However, in our age of instant access to information, social media and articles written to get the most hits on Google, we need the good stories more than ever. A good story can inspire the imagination, teach us new facts and skills and connect people and companies.
In this article you will learn:
Why companies rarely manage to tell 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 on 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 to the media and simple stories about the IT department's marathon run to raise money for charity. All of these small and big stories can be of 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 brand building.
Why do companies' storytelling fail?
Bureaucracy
The marketing department, the PR department and the company's communications department often work separately and may not be so good at exchanging and sharing information. The responsibility for the good stories often falls between two chairs.
Lack of feeling of responsibility
Senior executives come and go, and do nothing more than keep the ship afloat until a successor takes over, without feeling any ownership of the business or the legacy they could leave behind.
Indifference to the past
The founders who built the company with their original enthusiasm are no longer present, and their success stories and anecdotes have thus been forgotten.
Incorrectly placed focus
Some companies are so preoccupied with the people they work with that it creates an inward-looking culture. They overlook, or forget, the need to tell the outside world who they are and what is 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 your audience with a stream of interesting messages, but you do not have to have Zuckerberg or Branson at the helm to reach your audience. IBM is a large and complex company that mostly works behind the scenes as a B2B provider, but you can still see their Smarter Planet campaign at airports everywhere. The campaign explains to the world that the technology giant is working tirelessly to serve society. They have clarified what their story is, they are confident enough in themselves to present it, and they have found the best place to tell it. These are just some of the benefits that "historically savvy" companies can enjoy.
Recognition
Many companies pepper the world with insignificance, and a company that tells its story in a sympathetic way will thus 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.
The historically good companies make sure to link all small and large messages to the company's purpose, values and strategic messages in order to make as big and good an impression as 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.
The 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.
Let's take Apple, for example. It's no coincidence that on the day of the launch of the latest, revolutionary techno thing, we see pictures of long queues outside the local Apple store. It's a simple story of enthusiasm. In addition, it shines through a deeper story in the spirit of the times, a story that strengthens the brand and says: "We make great products, and people love them."
«I have six servicemen from whom I get 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 that they get to tell stories, but good storytelling techniques can be learned. Here are some helpful tips.
Let the ego have free rein
The first ingredients in 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 anything to avoid it. For the Steve Jobs in the world, storytelling comes naturally, but others have to work with themselves, take a step outside the 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. Continue the spark
Before I started writing this, I worked with a wonderful customer who has really great services. For various reasons, however, they had not told the world how skilled they are. That was the "spark" behind the story. It made me want to grab the pen and say something about this common problem. Writing a good story is about conveying the spark that ignited you, and passing it on to the stakeholders.
4. Stick to the facts
It can be tempting to spice up the story by taking a little hard in or telling a fairy tale or two. Do not do it. Social media is fast out with corrections. If you go too far, there is always someone who says no. Rather, be sure to check all the facts. Think about what you want to say, and not least what you should not say, and stick to the case.
5. Structure
How you design the story is absolutely crucial in order to engage the readers and trigger the reaction you want. This is a topic that could fill an entire book, but in short, you need to use the spark in the story and think through A: Why is it interesting? and B: What kind of results do I want from the story? Then you develop the natural steps that 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 Kid, 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. Mode of expression
In the Oscar-winning film The King's Speech, the king was severely affected by stuttering, and he dreaded speaking for the nation. When he asked the speech therapist for advice, Lionel Logue said, "Talk to me like a friend."
Some writers openly try to intellectualize their texts, others are too technical, and some love jargon. Put yourself in the readers' situation, and think about what kind of language they would recognize themselves in; be genuine and talk like a "friend" would talk.
7. Adapt the text to the media
All types of media have their own parameters that provide guidelines for the way of communication. Of course, you can not reproduce this entire article on the 140 characters you have available on Twitter, but a white paper would be a great forum to get the points across. It pays to understand the nuances of the various media and how the audience uses them.
8. Drivers of action
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 several angles, and it is wise to follow up the natural offshoots from the original message. If you want to make a little more out of it, it will be even better if you create a number of different messages related to a topic, so that the company's expertise shines through. The interest will diminish over time, so always have the next story ready to stay connected.
How can storytelling benefit your business?
Storytelling gives the company many advantages in addition to the obvious thing about 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.
Attract 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 ...
