No tall tale: The art of corporate storytelling
A powerful brand can do more than just generate interest and cultivate customer loyalty—it can become a driving force that influences behavior and creates consistency, alignment and stability for an organization. This paper explores the role corporate storytelling can play in defining an organization’s brand while bringing together internal and external stakeholders in the process. Our goal is to prepare you with a strategic approach to assessing and refining your brand identity while finding the most effective execution to convey it to your audiences. Backed by a powerful brand to inform business processes and marketing activities, successful organizations can seamlessly reinforce their customers’ perceptions of them with everything they do.
First things first: what are we talking about, exactly? In essence, corporate storytelling is a means of defining what an organization or business really does—and what that says about the organization’s values. It’s a way of making sense of and giving meaning to the seemingly disparate activities that businesses engage in every day to find commonalities that reveal the organization’s character—and articulating them in a simple way that makes it real. From the grand scale of new ventures, mergers and acquisitions to incremental changes to organizational structure and internal processes, each decision a business makes is a carefully considered action. The goal of corporate storytelling is to determine why and how those decisions are made and present the rationale in a compelling way.