Corporate Storytelling: What It Is and Why It’s Important

Corporate storytelling brings the story of the brand, organisation and company to life. People need to be part of a larger whole and contribute to a shared goal. Storytelling can reinforce the corporate culture or can steer an organisation through a process of change.

Storytelling has become an increasingly popular tool for companies and organizations to communicate their messages and engage their audiences. Corporate storytelling is the act of leveraging storytelling techniques to promote a company’s brand, values, and products. Corporate storytelling is an effective way to humanize a company’s message, create an emotional connection with the audience, and build an identity for the company. Corporate storytelling can include a variety of different mediums, from videos and podcasts to articles and social media posts. Corporate storytelling has become a powerful tool for companies to reach their target audience, and create an engaging narrative that resonates with the audience. By focusing on the power of storytelling, companies are able to capture their customers’ attention and evoke emotion. In this blog post, we will explore the basics of corporate storytelling, and discuss why it is an important tool for businesses and organizations. We will also look at some tips for creating an effective corporate storytelling strategy, as well as some examples of successful corporate storytelling campaigns. From creating a

What’s the Difference between Storytelling and Corporate Storytelling?

Why is corporate storytelling important?

Corporate storytelling can be incorporated into many corporate practices, and with practice and preparation, it could help your company’s efforts. Here are some specific ways it can add value:

What is corporate storytelling?

The practice of using narrative strategies in business practices is known as corporate storytelling. You can use it to communicate company values, arouse feelings, and forge close bonds with stakeholders, coworkers, or clients. Corporate storytelling can be found in a variety of media, such as ads, business plans, presentations, sales, and blog posts. You could use corporate storytelling in marketing to educate stakeholders about product features or advertise brands to consumers.

5 elements to include in corporate storytelling

If you modify some typical storytelling elements, you might have success using corporate storytelling. Consider including these five examples:

1. Core messages

The company’s core messages outline important concepts or themes and, on occasion, the goods or services they provide. They specify the company’s values, objectives, and preferred language use. Your company and you can create logical and clear narratives to use when creating other storytelling elements by having core messages.

Some businesses prefer to have just one clear, actionable message to make it easier for people to remember. To ensure that the story’s other components are cohesive, it is crucial that everyone understands the story’s main message. Here’s an illustration of a core message: You can trust Brody’s Auto Shop to get you back in your car and back on the road with the strength of locomotive engines and a helpful team of mechanics.

2. Relatable characters

Think about developing a main character for your narrative who your readers can identify with and root for. In a traditional tale, these characters frequently exhibit qualities to which people frequently aspire, such as tenacity, courage, and integrity. The audience may relate to your brand and feel positively about it if the company founder is the main character in the story. You could also cast your target market as the main character, with your brand acting as a supporting figure who aids them in achieving their objectives.

Here are two examples of corporate storytelling characters;

For instance, Frankie founded the bakery Frankies Fritters. She wants her clients to feel at home in her establishment and see it as being supportive of the neighborhood. She does this by making a two-minute video outlining her background. She shows video of her kids assisting her in the kitchen as she bakes.

Example 2: A CEO discusses with stakeholders how their interior design business expanded over the previous five years. They have a section about a client who recently began working remotely and desired a new home office setting. The CEO reads a quote about how much the company’s services pleased the author.

3. The setup

To give your characters some context, think about setting them in a specific and possibly well-known scene. These settings can represent a location, era, or particular situation, such as a young person leaving their childhood home to live in a university residence hall. Similar to traditional storytelling, having a distinct setting aids in honing in on the main points of the plot and focusing the narrative.

You could also use the environment to set an emotional or memorable tone. For instance, to evoke a feeling of nostalgia in viewers of a long-running commercial for a product, use music, outfits, or video editing methods from that time period.

4. An obstacle and its resolution

Giving your main character a challenge they successfully overcome or resolve is another strategy you can use. Characters experience a central conflict, make crucial decisions, form their core beliefs, and learn how to adjust to changing circumstances in many traditional stories. This method of corporate storytelling can be applied to show how a good or service can assist customers in resolving a dispute and enhancing their daily circumstances. People are more likely to identify with your company and relate to their situation if you act as the main character and show how your company has dealt with conflict.

Here are some examples of obstacles used in corporate storytelling:

Example 1: James, a new father who just purchased a car, appears in a commercial for a delivery service. He recently had the paint on his car chip, but because he is caring for his infant, he is unable to leave the house to go buy paint. After seeing an advertisement for the delivery service, he decides to use it to order the precise paint color. James is seen in the final image holding his infant in front of the freshly painted car.

Example 2: In a meeting to discuss a business proposal, an executive gives a brief history of their organization. They describe a year in which the company’s sales were lower than they anticipated and explain why this happened. They express their desire for the meeting to help them increase sales and accomplish their objectives.

5. Signs of future developments

It’s crucial to inform people that you intend to offer more goods or services in the future after resolving a dispute. This informs people that there may be a sequel to the story, and they can find out more information about it when they look up the business online or in stores. For instance, you could use a recurring main character from a blog post, commercial, or print advertisement who faces numerous problems that your solution to one of those problems solves.

What are some corporate storytelling techniques?

There are numerous methods you can employ to guarantee successful corporate storytelling. Consider the following examples:

Showing instead of telling

Useful methods for relating significant facts to audiences include using visual aids as opposed to verbal explanations. This is a typical storytelling technique that you can apply in a professional setting to give people clear details that fully engage them with the story’s theme. For instance, you might have an infographic outlining the top ten factors that contributed to your company’s success in the previous year. In order to illustrate these facts, this graphic may include images, statistics, and quotes from real people.

Gathering customer opinions

To learn more about the experiences and viewpoints of your clients, you can ask them about your business and its brand. You can use their story in marketing content to demonstrate to potential clients based on your preferences. A social media company, for instance, might interview a group of users who connected with one another or found networking opportunities on its website. This type of content can be used directly in your marketing campaigns, making it available to clients seeking additional information.

Sharing personal stories

In a professional setting, disclosing private information about yourself or your business can increase the likelihood that you will connect with customers. You can use elements of your past to explain why you’re making particular decisions. For instance, you might discuss how your experience in a particular situation inspired you to develop a product that aids others going through similar situations.

Framing the data

Data provides crucial information about your customers’ demographics and opinions of a particular product. To give people who haven’t studied the subject you’re discussing an understandable context, you can center a story around data you receive. Making a visual element for this, like a slideshow presentation or graphic designs, may be useful. Having efficient data-gathering software can also streamline this process.

Tips for creating effective corporate storytelling

Consider the following tips for effectively using corporate storytelling:


What are the 4 P’s of storytelling?

  • Leadership communication. “Great societies have existed without the use of the wheel.
  • Sales communication. …
  • Strategy development and communication. …
  • Presentations and keynotes. …
  • Data storytelling. …
  • Culture change and change management. …
  • Brand communication. …
  • Narrative insight.

What is storytelling in business communication?

Before beginning a project, Patrick’s team makes sure they have a clear understanding of what they refer to as the Four P’s: People, Place, Plot, and Purpose. 1. Characters are what cause us to become emotionally involved in a story.

What are the 5 types of storytelling?

When communicating with current or potential customers, storytelling in business involves telling a story rather than listing facts. It makes companies stand out from their rivals by giving their clients a narrative through which they will be remembered.

What is storytelling in the workplace?

Below are the seven basic plots—with examples from art and advertising of stories that fit each one.
  • Overcoming the Monster. The origins of this kind of tale can be traced back to Beowulf, David and Goliath, and undoubtedly much further.
  • Rebirth. A story of renewal. …
  • Quest. …
  • Journey and Return. …
  • Rags to Riches. …
  • Tragedy. …
  • Comedy.

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