Unlock the secrets to compelling brand storytelling that drives results.
A short while ago, business storytelling was completely ignored. With all we need to get done, who has time for stories? Data and facts were the day’s currency.
However, things have changed. Both seasoned and aspiring executives are aware of the effectiveness of storytelling as a corporate communication tool. Narratives are motivating. Narratives enliven. Narratives influence people.
If you want to catch up with corporate storytelling before it passes you by, here are the ins and outs.
Contents
Corporate storytelling, what is it?
The process of creating and disseminating stories about your company is known as corporate storytelling. The narratives that are told to:
- During orientation and onboarding recruits
- Workers amid both happy and difficult times
- Prospective clients through the sales process and marketing
- Present clients when you wish to keep their business
- Board members, investors, and
- The Street to guarantee their trust.
From a creative perspective, the more formal corporate tales are typically the result of an effort or a particular department.
Regarding sharing, each individual inside the firm can narrate tales that inspire audiences to take action (I believe that all employees should share corporate stories).
Why is storytelling in the workplace important?
Of course, you could just stick to the facts and ignore the fiction.
However, the evidence is clear: storytelling has a greater impact than just facts. A listener’s brain activity is altered as a story is told, which increases the information’s memorability.
You must utilize stories if you want your staff to remember why they enjoy working for your company and for customers to remember your goods and services when it comes time for them to make a purchase.
Everyone in the company can operate more efficiently and quickly if you and your staff have received corporate storytelling training. Stories compel and uplift.
Presentations and pitches have a higher probability of success when individual contributors and leaders know how to use narrative components like making the audience the hero or employing contrast during the presentation. Additionally, it will take them progressively less time to do it.
People who become corporate storytellers have more clout on an individual basis. Your story causes the listener’s brain to synchronize with yours. We refer to it as neural coupling. At this point, you are both going through the same thing simultaneously. That facilitates the listener’s ability to adopt the viewpoint and behaviors you like them to adopt.
The corporate stories are useful to whom?
Corporate stories are for everyone, as I have stated before, and I mean it.
This is the rationale behind the necessity for corporate storytellers in your business.
Leaders must be skilled communicators for the company. They must communicate both internally and outside, and stories enable them to engage with a variety of audiences. Narratives are necessary to persuade analysts and investors that the organization is headed toward its objectives. Narratives are necessary to get support from their top executives and management groups, facilitating a seamless dissemination of information across the whole firm.
Corporate storytelling is crucial for managers. To persuade senior leadership teams and CEOs to provide them with resources, they require narratives. Stories are necessary to keep workers inspired and involved during difficult times.
Corporate storytellers are what salespeople need to be. To explain the worth and advantages of their company’s goods and services, they require anecdotes.
Even the smallest employees must be adept corporate storytellers. They must be able to communicate their contributions in a way that highlights the benefits they provide to the company.
What is involved in creating a company narrative?
Corporate storytelling is a hybrid of science and art. The creative process and experience gained over time make up the art portion. We will concentrate on the scientific aspect.
You may employ approaches that have been studied, tried, and tested to create a company story.
Try these steps the next time you need or want to make one:
1. Analyze your audience in-depth
It is important to determine who you are attempting to convince with your business story, what motivates them, why they need to pay attention to you, and any valid objections they could have to your story.
2. Clearly state what you hope to accomplish
Indeed, stories have great power. However, by the time you conclude the narrative, you should be certain of the particular action you want your audience to do.
Early in the sales process, when you engage in a discussion with a potential customer, your goal should be to persuade them to continue talking with you rather than closing the purchase.
The goal of adopting a new procedure with your staff shouldn’t be to get them to the finish line tomorrow, but rather to get them to take the initial step. Knowing precisely what you want them to do will provide you with a strong filter for what gets included in the story and not.
3. Collect your information
Put together all of the information you believe might be included in your company story, including your research, statistics, examples, testimonies, and other materials. Don’t stress over organizing things at this time.
It’s time to go hunting and collecting.
Remain concentrated on the current work and keep in mind that gathering additional facts is frequently preferable.
4. Put story structure to use
You are undoubtedly aware of the fundamentals of storytelling structure, such as the existence of a beginning, middle, and finish.
However, you will need to do better if you wish to present a compelling company story. Tension is built up and then released in great storytelling. You may use the “what is, what could be” story framework to accomplish the same thing in your business presentation.
Using the information you’ve acquired, you’ll use the following structure: first, you’ll acknowledge the truth of “what is” occurring in the given scenario or issue, and then, after your new course of action or solution is implemented, you’ll offer them hope for “what could be.”
Keeping your data organized in this manner aids in achieving your goals.
5. Rehearse telling the story
If you could just include it in the tale framework and call it a day, it would make your job much easier.
Great business storytellers, however, are necessary for great corporate tales. If you are the one telling the tale, you should rehearse how you will tell it in person. That may include getting up, putting up a camera, or even securing stage time for rehearsing.
You should recite your tale aloud to ensure that everything makes sense and that you believe it will accomplish the objectives you outlined in step 2, even if it is written down or will be delivered by someone else.
Consider working with a speaking coach if you require assistance getting beyond mental obstacles that prevent you from performing on stage, such as a stammer or fear of public speaking!
No matter the difficulty, they excel in assisting professionals and executives alike in planning, practicing, and giving perfect presentations!
Is training in corporate storytelling necessary?
On the surface, corporate storytelling may appear simple.
You have, after all, spent your whole life telling and listening to stories. Nonetheless, corporate storytelling is a talent, just like learning to code, sell, or lead is.
For this reason, you should spend money on a course or workshop that will enable you to hone your and your team’s business storytelling abilities.
I offer corporate storytelling workshops that can lift your bottom line. Please get in contact with me for a free discovery call.
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