Is Corporate Storytelling Important?

Is persistence, repeatedly telling the same message over and over until you get the results you want, the only way to marketing success?   How can you make your company or product stand out?

Enter Corporate Storytelling.

Storytelling has existed since the beginning of humanity as a way to entertain and educate, persuade and relate.  Stories are a dominant force, able to unite people and bring happiness as well as divide and start revolutions.  A good story is timeless.

The principles of corporate storytelling are the same as traditional stories.  The one difference is that they are used to promote a service, product or brand.  Although we think of stories primarily as being in a verbal or text form, a video can also be a great way to tell a story about your company.  In fact, videos have become increasingly crucial concerning SEO.

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The main elements of an excellent corporate story should include:

#1  A Hero

Our hero, just like in fairy tales, will overcome all obstacles. To keep our consumers interest, they must be able to relate to the characters so they can connect with them. By making your customer the prominent figure, you put them in a position to be the hero who overcomes all obstacles by presenting your product or service.

#2 The Main Plot

The short attention spans of our modern customers are the most significant challenge to marketing.  We live in a society of instant gratification, and few things can shock us or attract our attention.  A good plot is necessary to keep the reader (or viewer) anxious to see what happens next.

#3  Drama

Drama is necessary to involve your audience emotionally and attach them to the product.  Look for ways to intrigue and surprise with some kind of twist.

#4 A Simple & Consistent Message Your Consumers Can Trust

Keep your message simple and believable. You should never promise more than you can deliver or you will lose credibility. Be consistent.  Being consistent is especially essential if you are trying to build a brand.  A corporate story can be a powerful tool.  

#5  The Quest

An example of good storytelling is the way people line up to be the first to obtain the latest gadget or new product.  It isn’t the product itself that they’re attracted to but the benefits they are intrigued by.  The customer feels a sense of achievement just by purchasing the item.

When your customer is emotionally engaged in your story, they feel like the hero that has surmounted all obstacles to obtain your product.  Far from being gullible, they will only acquire the product they think will enhance their lives.  Whatever your story, it must provide that “hook” that convinces them that your product will make an amazing impact on their lives.

#6  Storytelling in the Internet Age

Not only do you need to create a great story or video, but you also need to get the word out. A great story is worthless is it doesn’t find an audience.  The more people that read your message, the better your chances are of making a profit.

Consider SEO.  Create your content to look impressive, be well written, consist of relevant information and, most importantly, be shareable and link-worthy.

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You want your story to inspire.  You want your customer to feel like a hero when they share your product information. Everyone wants to be the person who saves the day.  Inspire others to pass on your message then find a way to reward them for it. 

If it’s brand consciousness you wish to create, you need your story to continue. Create anticipation so your customer can’t wait to see what you’ll come up with next.  When you can keep your customer involved in this way, they will become attached to your brand & not just your current product.

Always keep your message clear and consistent to make it easy for the consumer to follow.

#7  In Conclusion

Storytelling is one of the most impactful ways of promoting your business. Provide the experience that brings the story full circle: Create a hero, provide a plot twist, instill anticipation then reward the hero’s sacrifice. We are emotional beings who relish letting our imaginations run free. A story can ignite the imagination and our passion for visiting other worlds.  When you exploit these emotions, you’ll create a need for your products that transcends mere rational thinking.