How does storytelling work in terms of branding and reputation management?

The power of storytelling can be seen at every level

The what, where, when, who and how of your story is always driven by your own corporate or commercial objectives. In today’s world, there is often a need to share our stories on several fronts at the same time.  The great news is that multiple messages can be communicated to multiple target groups at the same time. The trick is in keeping track of everything. Coherence and consistency are essential in making sure your communications resonate in the same way both internally and externally.

1. Internal branding: storytelling to create a committed corporate culture

In the process of documenting the corporate story, extensive talks are held with employees. It is crucial to share the story that emerges from that process with them first. After all, the new corporate story is mostly their corporate story. It is important to involve everyone within the organisation. A story can only come to life if it is truly embraced and has widespread support. There are various ways of achieving this, depending on the nature and size of the organisation. At Storytelling People, we make use of a number of effective and proven tools, from internal mail campaigns and storytelling workshops to company events.

2. External branding: storytelling to create a distinct and unique voice

The corporate story is also a key starting point for the market approach, not only for the corporate message but also when it comes to marketing communications, sales, employment market communications (very important) and sponsoring. To translate messages into narratives and communications, Storytelling People works with a select group of specialised corporate creatives (copywriting, art direction, design) on an on-demand basis. They understand exactly how to translate the mission (Why) of the brand or company into a distinctive voice on all channels (How), based on the content, services and products (What).

3. Employer branding: storytelling to develop an organisation in which everyone wants to work

A strong employer story is essential. Potential employees are critical and actively looking for the organisations that suit them best. The corporate story plays a very important role in this regard. Now more than ever, new generations are looking at the character of a company, its position in the world, its atmosphere and corporate culture, the ambitions it embodies and the opportunities available for those who work there. Storytelling is truly made for this purpose, because it is a company’s own employees that are able to offer the most compelling messages through their own personal experiences.

4. Reputation management: storytelling to reinforce the organisation’s good name

Reputation is the new image. We live in a complex time, in which news and fake news are often indistinguishable. This has made people more uncertain and more critical of brands, companies and organisations. Are they who they say they are, do they make good on their promises, are they truly reliable? Building, strengthening and maintaining a reputation takes patience and perseverance, but it also takes leadership. In addition to corporate communication, a specific leadership story is of great value. Storytelling People offers key management efficient storytelling tools to convey the corporate story: tailor-made leadership workshops, storytelling training at the management level and storytelling techniques for internal communications from those in management positions.