What's strategic storytelling, and WHY should it matter to your business?
Positive experiences with your business start with what people know and understand about you (and, yes, that includes, perceptions and beliefs).
That's where strategic storytelling comes in.
It's about telling a story with a purpose ... rather than just 'talking because we like the sound of our own voice'. You know what I mean. It's what social media channels are packed with: lots of self-indulgent noise.
It's also known as brand storytelling, corporate storytelling, organisational storytelling, business storytelling ... the things we remember ... the bass beat in our head.
That's where strategic storytelling comes in.
It's about telling a story with a purpose ... rather than just 'talking because we like the sound of our own voice'. You know what I mean. It's what social media channels are packed with: lots of self-indulgent noise.
It's also known as brand storytelling, corporate storytelling, organisational storytelling, business storytelling ... the things we remember ... the bass beat in our head.
What's so good about strategic storytelling?
- Stories get people talking
- They amplify our conversations
- They're an effective way for people to share knowledge and learn with each other
- They're all about recall. People won’t remember the speech, the powerpoint presentation, the 20-page report, the text-heavy webpage, the brochure, but they will remember a good story
- They can be used across all channels/platforms and formats and are a strong way to cut through information pollution to make your voice heard
- If well-crafted, they can allow people to See, Feel, and Believe in what you are trying to communicate, see meaning and integrity in your goals and be engaged with your business
- They're a powerful way to create unique connections with customers and other stakeholders
- On a more sophisticated level, stories can help an organisation create its own language, to make its brand even more distinctive, relevant, memorable and consistent.
Other terms worth knowing
There are a lot of definitions and opinions out there.
The important thing, is that you share a common understanding with the people you work with.
Over the years, with the help of colleagues and clients, I have created a useful glossary of terms. It's the first thing we put on the table to make sure we start off on the same page.
The important thing, is that you share a common understanding with the people you work with.
Over the years, with the help of colleagues and clients, I have created a useful glossary of terms. It's the first thing we put on the table to make sure we start off on the same page.