As a marketing community, we’ve all had to sharpen up our storytelling skills, creating an overall company story and now, before a product or service is launched, we all work hard to define ‘the story’ that surrounds that offer.

In our world today, there are high levels of conversations across multiple channels and this often means that the core ‘story’ is enriched with customer experiences and insight on a perpetual basis. So as storytellers we might be crafting the story, but we’re also listening to our customers to make sure their version of the truth is included.

What’s missing is how we tell the core story back to our internal audiences and then how that story contributes to future success.

A recent experience comes to mind when working with a particular organization. New in the technology market, they weren’t sure exactly what their story was and they were keen to ensure it wasn’t fabricated. But once we started to discuss the story of others including Apple and Google – generally, college kids working with friends in garages-you can see the opportunity to create a very personal company story from the individuals that collaborated to start it in the first place.

Certainly, the inner circle of the organization knew all the funny and all of the tense moments in that first story, but newly recruited and in fact other existing staff didn’t know the story at all, never mind acquainting their customer base with it.

And yet, it is singularly the most important piece of history, motivation and value that the company has to offer.

It is a promise, it is the roots of the company; and the telling of it across all of these audiences is the club that your staff will want to join and your customers will want to be part of.

Real insights will be what moves your business forward.

Communicating the crucial and personal elements of a company story effectively to both internal and external decision-makers makes your business so much more personal and accessible.

For help sourcing the right marketing talent to tell your brand story inside and out, email Melvin Day at mday@marketingmoves.com or give us a call on 01932 253 352.

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