Numerous companies invest in development of brand. There are many reasons for it. Corporate storytelling helps to increase brand value. It let’s to present information about a company in the way it attracts new clients and to retain existing ones.
It is hard to assess the necessity to tell a corporate story in a right way. The way a written copy tells about the values the company greatly influences the way a final brand image is formed in the consciousness of a customer.
What It Means To Tell A Story
Today science of storytelling is developing from day to day. There is definitely a difference between a narration and a storytelling. Narration theory largely explains why the right narration forms an image in the consciousness of a person:
- Narration techniques show how to tell a consistent story. Studies show today that there is nothing that sticks in the brain of a human being better than a story. It is the reason why different size companies have to use storytelling to strengthen their brands. It has numerous benefits.
- A person does not perceive an product efficiently. There is a need of certain narration, a story behind the story to make a person understand the nature of an object or form a specific perception of an object. That is exactly what happens with a product. A product in certain package does not tell a complete story. It is a material representation of certain goods or service. In order to actualize the information about the good, it has to be actualized by a concrete story. Information and images that are displayed on the packages of a good also influence the perception of an object but in far less effective way.
- Telling a story helps to transit corporate values in the given product. Today customers want to make sure they pay for goods and services developed by a firm with correct values. The competition is so fierce that a client will always have a substitute for any product. It makes rivalry to retain a customer even more hard. The good way out is to send constant corporate messages. A story is what is needed to’ fill in’ the product with concrete values.
- Telling a story has to follow certain structure. It means there are certain rules to follow in order to create a story. Right structure facilitates perception of a story by a person. It is a rule of thumb for both short and long stories. That is why it is crucial to build a story behind every product launched. It is also very important to include basic corporate messages into an a every written piece of a material.
These are some rules that have to be used to build up a corporate story. It is very important to allocate sufficient budget to spend on telling a story. It’ll greatly facilitate the process of building up a successful brand. Telling a story matters .
Inclusion of corporate messages
It’s important for a firm to understand value of corporate messages inclusion into every material about the individual product. Each company should have a set of corporate messages, abstracted from its mission and vision, that have to be a milestones for every piece.
The mission, as well as the vision of a firm usually contain core values of an enterprise. These values are the basics that will help to align clients to a company. Without it telling a story will not be successful.
There are several corporate storytelling techniques that definitely help to build up the corporate brand. In the long term storytelling will lead to increase of brand value. If a firm puts money in telling a story, it’ll be very beneficial to a firm in long term.